我国通信业客户忠诚驱动因素研究

客户忠诚指客户行为的持续性,它对确立企业的核心竞争力具有重要影响。文章认为,客户忠诚是内外部环境因素共同作用的结果。而通讯服务质量、信任、转网成本、员工忠诚是影响通讯业客户忠诚的重要因素。其中,良好的通讯服务质量是维系客户忠诚的保障;信任是客户再购买行为产生的前提;转网成本对通讯业客户忠诚有着不可忽视的影响;员工忠诚有助于客户忠诚的建立。我国通讯运营商要建立客户忠诚,必须以客户导向的营销理念作为企业经营管理的主导思想;加强技术创新,为客户提供全方位的优质服务;与客户之间建立相互信任的合作关系,为长远合作奠定基础;提高转网成本和员工忠诚度,为建立客户忠诚打下坚实的内部基础。     

通信企业的营销创新

通信企业的营销手段不断丰富,营销能力不断增强。但由于计划经济时代遗留下来的痼疾,我国通信营销的总体水平仍不高,营销方法落后的弊端逐渐暴露,成为阻碍我国通信业发展的一大障碍,因此通信企业需要引入营销创新机制来激发企业活力。文中主要解答以下问题:为什么通信企业需要营销创新?什么是通信企业的营销创新?如何进行通信企业营销创新?文章力图对通信企业营销创新发展之路进行有益的探索。     

互联网网络安全性及其对策

近年来,随着互联网的迅速发展和壮大,网络的安全成了迫不及待需要解决的问题。文章分析了目前危害网络安全的一些主要因素和方式,并有针对性地提出了解决网络安全问题的方法和切入点。在利益驱动下,网络安全事故今后将更加频繁、隐蔽和复杂,网络安全问题需要不断的探索并解决。     

中国移动运营市场竞争格局情景分析

中国的移动运营市场一直是中国移动(2000年前为中国电信)和联通两家的双寡头竞争格局.鉴于情景分析法的特点和移动运营市场面临的形势,对移动运营市场后3G时代的竞争格局分析适宜采用情景分析法来预测中国进入3G时代后移动运营市场的几种竞争格局.并可以对每种格局产生的可能性、途径以及各种情景所带来的后果进行详细的比对,这样对我国移动运营市场的健康良性发展可提供一些有益的决策参考.     

论中国电信业重组问题

中国电信业改革取得了重大成就。从企业的一般属性和电信产业的特殊性进行分析,中国电信业实施重组有其必然性,重组应从构建有效竞争格局、促进资源合理配置和加强有效管制等方面进行考虑。     

Relationship equity and switching behavior in the adoption of new telecommunication services

This paper first defines and then presents a model of “relationship equity” for business markets. It points out that the potential benefits of managing relationship equity have been largely ignored and that a general model and stream of relevant research questions could be useful to marketing and relationship practitioners. The model developed considers the special case of key account management as antecedent, two different types of moderator variables, relationship equity as a perception by the buyer, and switching behavior via adoption of new telecommunication services as a result of this perception. The model is used as a basis for developing a number of working propositions.     

Internet-Based Relationship Marketing: A Sub-Saharan African Perspective

Establishing, maintaining, and enhancing relationships over the Internet have progressively gained global attention. Nevertheless, the dawn of this modernization draws many theoretical debates and practical concerns, some of which have received little research attention, especially within the Sub-Saharan region of Africa. On this premise, we explored the contemporary practice, challenges, and benefits of Internet-based relationship marketing (RM) within the Ghanaian telecommunication industry. Expert interviews with 12 employees from four telecommunication firms elicited a wealth of experiential data analyzed thematically to understand the practice, challenges, and emerging benefits of Internet-based RM. Our findings suggest that issues of privacy concerns, erosion of face-to-face communication, and the tendency of unsolicited communication do not necessarily militate Internet-based RM within the Ghanaian telecommunication industry. We also identified emerging benefits, including online “virality,” a discovery environment, and improved firm reputation. We suggest enhancing online personalization through empathy, creating value with analytic information and managerial openness, and supporting enhanced knowledge development within the area. Directions for future studies include the possibility of comparative studies across service industries and examining the role of content marketing in Internet-based relationships. The challenge of exploring Internet-based RM was similar to hitting a moving target, as the use of the Internet for relationship marketing activities is constantly evolving. Additionally, our findings and conclusion are confined to the knowledge contribution of the experts interviewed. As one of the few studies within the Sub-Saharan region, we expand contributions from the Sub-Saharan domain. The findings of this study also bring to light new insights for establishing, maintaining, and enhancing Internet-based relationships.     

Welfare effects of the Telecommunication Reform in Mexico

The telecommunication sector in Mexico was highly concentrated until 2013. The sector was mostly composed by a dominant player, a rationed market (low density of services), a poor institutional design, high tariffs, and weak regulation agents. The Herfindahl-Hirschman (HHI) index was 5333 for mobile telephone and 7,029 for fixed telephone services—among the highest scores in the world. In order to promote competition in the sector, Congress approved a reform in 2013 to establish a new regulator empowered to impose asymmetrical rules in the case of the predominance of a single firm. A declaration of preponderance of the dominant player was issued, promoting free interconnection rates and the mandatory sharing of its passive and active infrastructure with the rest of the firms in the industry. The new institutional design led to increased competition in the sector, decreasing the mobile and fixed telephone prices while increasing the coverage and penetration of these services. In this article, an applied general equilibrium model for the Mexican economy is employed to assess the impact of the Telecommunication Reform in Mexico in the telephone sector, consumer welfare, and income distribution. The model is static, encompassing 10 types of consumers (rural and urban and the five income quintiles) and 40 sectors (of which four are disaggregate telecommunications industries). It assumes fixed wages and capital rental prices as well as idle resources. The main results indicate that the effects of the reform are not minor; the drop in telephone prices would reduce the general consumer price index by almost 2%, and the value added would increase by more than 3%, benefiting mainly households in the highest income quantiles.     

新形势下如何做好电力系统通信工作

文章论述了做好电力系统通信工作应具备的条件、目前电力企业及电力系统通信工作情况、电力系统通信工作的主要方法,并针对目前电力企业存在的主要问题,提出了做好电力系统通信工作的相应对策。     

Customer Participation and Project Performance: The Mediating Role of Knowledge Sharing in the Chinese Telecommunication Service Industry

Purpose: Extant literature has devoted more attention to customer value co-creation and knowledge sharing, not only in business-to-customer (B2C) markets, but also in business-to-business (B2B) markets. This study explores and examines the antecedents and consequences of customer knowledge sharing in the context of B2B markets by applying the motivation-opportunity-ability (MOA) framework.

Methodology/Approach: This empirical study involves two structured surveys of project managers from both suppliers (n = 213) and customers (n = 312), which were conducted in the context of the Chinese telecommunication service industry. The conceptual model of this study was subsequently tested by developing Partial Least Squares (PLS) based structural equation models.

Findings: It was found that customer knowledge sharing is facilitated by four MOA factors: customer orientation, customer perceived benefits, customer socialization, and customer technological capability. It was determined that knowledge sharing has a direct and significant effect on project performance. Furthermore, the study revealed that such relationships vary across suppliers and customers.

Research Implications: This study extends the existing research stream of interfirm knowledge sharing by examining the antecedents and consequences of customer knowledge sharing from dual perspectives of customers and suppliers, and sheds light on the benefits of customer knowledge sharing. The dyadic perspective embodied in this design facilitates our understanding and management of knowledge sharing between organizations.

Originality/Value/Contribution: This article provides an important contribution to the existing literature of customer knowledge sharing by revealing how to effectively facilitate interorganizational knowledge sharing, particularly knowledge from customers to suppliers, and discovers conditions under which customers are more likely to exchange information, and share knowledge with their suppliers from the dyadic perspective.