Zhongshan Mobile Customer Satisfaction Surveys And Analysis

Along with china participate into WTO and a series of reform and reorganization of Chinese Telecommunication Enterprise's , the multiplication competition pattern of domestic telecommunication market has already formed, the market competition was more and more intense. At the same time, modern enterprises have changed management philosophy from product orientation to customer orientation and have carried one step further focusing on establishing and maintaining relationship with both customer and suppliers. In this case, many enterprises regard their customers as its important property, concern them, so that they can improve customer's satisfactions and strengthen customers' loyalty.Therefore, how to modify the bad industry situation into which is good for the company development, and how to create the brand of customer service and surpass competitor, is the most critical problem.Base on the customer value theory and behavior economic correlation theories, this dissertatid the existence question, analysing the questionnaire survey actual data, and carries on the contrast with the Zhongshan Unicom, revolves the profession status and the operation goal in the local industry, and refers to the successful example of domestic and foreign enterprise in customer satisfaction management, to create core competitive advantage, and instruon mainly research the competitive enviroment and customer relationship by analysing the telecommunication operating enviroment, service and customer consuming characteristic. Then refer to the development of CMCC Guangdong Ltd. company Zhongshan Branch(short for Zhongshan Mobile), combineing the union actual situation anct the direction of achieve the world first-class mobile information operation company.This article is to find out the shortage of Zhongshan Mobile's customer service, then rise the ameliorations by analying the result of 2006 customer satisfaction research, aiming to achieve total customer satisfaction.Finally, this article discuss the CSI system of total customer satisfaction management, and reserch customer's satisfactions and strengthen customers' loyalty by analysing the datas of questionnaire survey with SPSS & LISREL software.