关键词: 客户期望, 影响因素, 构成因子, 成本管理

Abstract: Currently, telecom customers’expectation of the service incessantly rises and thus results in a ceaseless increase of marketing cost, while the customers’satisfaction still cannot be reached at expected rate. To analyze this abnormal phenomenon, the article studies the key constitutive factors and influencing factors of telecom customers’expectation, and builds a telecom customer expectation management influencing model. Then through empirical studies, the influencing mechanism of telecom customer expectation is obtained according to the path-coefficient of influencing model. Finally, the importance factors influencing customer expectation are analyzed and proposals for telecom operators are put forward.

Key words: customerexpectation, influencefactorsofexpectation, constitutivefactorsofexpectation, costmanagement