基于C-CSI模型的满意度调研策略研究  

Research on Satisfaction Survey Strategy Based on C-CSI Model

作　　者：张丽红 张蕊 ZHANG Lihong;ZHANG Rui(China Mobile Communications Group Yunnan Co.,Ltd.,Kunming 653100,China)

机构地区：[1]中国移动通信集团云南有限公司,云南昆明653100

出　　处：《数字通信世界》2024年第2期194-196,共3页Digital Communication World

摘　　要：近年来,由于通信行业市场竞争非常激烈,用户的满意度成为重要评价指标,和企业的发展息息相关。因此,运营商将竞争的重点转向了提升客户的满意度。文章针对上述问题,采用C-CSI模型研究品牌形象、感知服务质量、期望服务质量和感知服务费用这四个影响因素对顾客满意度和忠诚度的作用效果,从用户的感知角度,通过应用二阶结构模型进行变量概念简化,构建客户满意度的评测模型。利用二阶结构模型实现变量构念的优化,进而考查多种影响变量对客户的满意度的影响及客户的满意度与忠诚度之间的关系。实验结果表明,在众多因素中,对客户满意度影响最为显著的是客户的感知服务费用和客户的感知服务质量,顾客的满意度对顾客的忠诚度起着决定性的作用,此外,品牌形象的影响也很重要。In recent years,due to the fierce competition in the communication industry market,user satisfaction has become an important evaluation indicator and is closely related to the development of enterprises.Therefore,operators have shifted the focus of competition to improving customer satisfaction.In response to the above issues,the C-CSI model was used to study the effects of four influencing factors,namely brand image,perceived service quality,expected service quality,and perceived service cost,on customer satisfaction and loyalty.From the perspective of user perception,the variable concept was simplified by applying a second-order structural model,and a customer satisfaction evaluation model was constructed.Utilize a second-order structural model to optimize variable constructs,and then examine the impact of various influencing variables on customer satisfaction and the relationship between customer satisfaction and loyalty.The final experimental results indicate that among many factors,the most significant impact on customer satisfaction is the perceived service cost and perceived service quality of customers.Customer satisfaction plays a decisive role in customer loyalty,and the influence of brand image is also important.

关 键 词：C-CSI模型 用户满意度 用户忠诚度 

分 类 号：TN929.5[电子电信—通信与信息系统]