摘要
电信客户品牌是电信运营商针对不同的细分市场、特定的客户群建立的品牌,它体现差异化的电信消费行为和需求心理,对其所覆盖的人群具有强大的号召力和凝聚力。如何在消费者与电信客户品牌之间建立起良好而持续的关系,以增强现有用户的品牌忠诚度,是电信运营商在营销实践中迫切需要解决的问题。
本研究在对品牌关系和关系持续性相关理论研究的基础上,采用品牌关系满意度、感知品牌价值、品牌信任度、关系纽带和转换成本等多个影响因素共同构建理论模型,并通过问卷调查对模型进行验证分析,探讨了电信企业客户品牌关系持续性的形成机制。本论文主要完成了以下几项研究工作:
1、通过对电信行业、品牌、品牌关系理论和关系持续性理论等已有文献资料的深入学习,将承诺理论、社会交换与投资模型理论结合起来运用到电信市场的品牌关系领域中用以解决消费者与客户品牌的关系问题。
2、在承诺理论、社会交换与投资模型理论的基础上,识别消费者与客户品牌关系持续性的多种影响因素,提出了电信运营商客户品牌关系持续性影响因素模型。
3、以中国移动的动感地带客户品牌为例,对消费者的品牌使用情况进行实证研究,利用结构方程建模分析(SEM)方法对研究模型进行验证,并探讨了各影响因素对客户品牌关系持续性的作用路径。
4、将感知品牌价值和品牌信任度两个变量进行细化,并对模型中的一个重要的子模型进行分析,讨论变量之间更细微的关系,发现能力信任与功能性价值对品牌关系持续性的重要作用。
5、根据上述数据分析结果提出了相关的品牌维系建议。
Telecom customer brands are established for different market segments、specific customer base, which reflects the difference between consumer behavior and telecommunications psychological needs of its population covered by a strong appeal and cohesion. How to establish a good and continuing relationship between consumers and telecom customer brands, to strengthen the loyalty of existing customers, is problem which is urgent need to be solved in the marketing practice of the telecommunications operators.
This study based on the theory of brand relationship and relationship continuing, used several affecting factors such as brand relationship satisfaction, aperceived brand value, brand trust, bond and conversion costs to establish the theoretical model, and through survey verification of the model to explore the formation mechanism of the customer brand relationship continuance for telecom enterprises. This paper mainly completed the following studies:
1、Through the in-depth study of documentations of telecommunications industry, brand, brand relations theory and the theory of relations continue, this paper combined commitment theory with social exchange and investment model theory in the area of brand relationships of telecommunications market, to address the problem of relationship between customers and the client's brand.
2、Based on the commitment theory、social exchange and investment model theory, this study recognized a variety factors for the continuance of relationship between customers and the client's brand, established the telecom operators customer brand relationship continuance influencing factor model.
3、Taking M-zone of China Mobile as an example, this paper went through the empirical study of the use of consumer brands, used structural equation modeling analysis (SEM) method to verify the research model, and explore the impact path of various factors on the client's brand sustained relations.
4、Refined the two variables of aperceived brand value and brand trust, analysised one of the important submodels, and discussed more subtle relationship between variables. Finally found that ability trust and functional value have very important effects to brand relationship continuance.
5、Based on the above results of the data analysis, this paper proposed related recommendations for brand maintaining.
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