摘要
为最大程度地减少客户流失,在保持老客户的基础上吸引新客户,采用系统动力学方法,对手机用户转网行为进行研究。首先分析了手机用户转网的心理博弈过程,在此基础上分析手机用户转网行为的主要影响因素,构建了手机用户转网的系统动力学模型。利用此模型分析了多种因素对手机用户转网的影响,仿真结果表明,手机用户转网对控制变量的敏感程度从强到弱依次为:行业竞争强度、企业挽留力度、改善企业形象和用户间的影响力。此项研究对通信运营企业减少客户流失有积极的理论指导作用。
To reduce the customer churn and attract new customers simultaneously, the telecom customer churn model is studied with system dynamics method. The key factors for telecom customer churn are analyzed and the corresponding model based on system dynamics is built. Then, the effects of these key factors on the mobile - phone customer churn are described according to this model. Based on the simulation test of the model, we conclude that the sensitivity of the control variables to the customer churn from strong to weak is： competition intensity, customer care, enterprise image and the influences of users. The study results based on this model can play a theory guiding role for the telecom operators to reduce the customer churn.
出处
《企业经济》
北大核心
2014年第7期106-109,共4页
Enterprise Economy
基金
重庆市人文社会科学重点研究基地项目"基于复杂网络与信息传播模型的电信运营商客户转网行为研究"(批准号:K2009-117K2009 117)
关键词
系统动力学
客户满意度
客户流失倾向
手机用户转网
system dynamics
customer satisfaction
telecom customer churn
customer churn tendency
