| Customer is the existence and development basis of an enterprise. The profit source of an enterprise is not only to attract customer, but also to maintain customer and keep customer. However, the key to realizing this purpose is to make customer satisfactory, create loyal customer and acquire the lifelong value of customer.In the recent years, through the fast development for many years, for the telecommunication industry of China, the Seller's market has changed to the Buyer's market. The market has become saturated relatively. At the same time, in the recent years, in order to break through the monopoly in the telecommunication industry, the nation has introduced competition system, the original enterprises have been decomposed and regrouped for many times, many telecommunication operation companies were founded successively, the market competition becomes abnormally intense. Under such situations, how to organize the production and operation of enterprises with "Customer satisfactory" as the center, knowing the recognition degree of customer on the marketing appearance of enterprises, how to achieve satisfactory evaluation and find the deficiency, increasing the competition ability are all quite important matters.It is known according to the theory of marketing science that product is the supplied matter that is used to meet customer's needs and desire. Telecommunication product is mainly composed of product and service. Product is embodied on voice and network, that is to say, the requirement of a customer is met in the process of consuming network and voice. At the same time, telecommunication service also has the feature of service, i.e. the process in which a service personnel meets a consumer's requirement directly, therefore, telecommunication service is also an important component of telecommunication product. Simultaneously, a consumer needs to pay cost for the telecommunication product and service, therefore, a customer will evaluate the values of product and service supplied by a company according to his/her feeling. Finally, all telecommunication products and services are embodied on a brand, a kind of brand equity.Therefore, the measurement and evaluation of large customer can be divided into five parts: (1) measurement on product, embodied on telecommunication quality, mainly the voice and network quality; (2) service quality, mainly measuring the participation on some activities for meeting customer's requirements; (3) service attitude, mainly measuring the appearance of some personnel on the aspect of meeting customer's requirements; (4) Telecommunication value, mainly measuring the feeling of customer for paying cost under the premise of being supplied with product and service; (5) image of enterprise, mainly measuring the after-purchase behavior or feeling of a customer after his/her requirement is met. Therefore, the customer's satisfaction in telecommunication industry can be analyzed from the following five aspects: image of enterprise, service attitude, service quality, telecommunication quality and telecommunication value. The entire analysis on customer's satisfaction is composed of three layers including 16 individual indices. The concrete contents include the general index on a customer's satisfaction degree, index on the image of an enterprise, index on service attitude, index on service quality, index on telecommunication value, index on telecommunication quality, and the individual indices such as brand sense, social image, customer's care, attitude of door-to-door service personnel, attitude of complaint receptionist, attitude of malfunction handling personnel.According to the above index system, on basis of calculating the data of all individual indices and category indices, we acquire the general customer's satisfaction degree and corresponding category indices of Netcom company. It is shown that the general customer's satisfaction degree of the company is 82.7%. Among the category indices, the ideal indices are the image of enterprise an... |
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