Customer Satisfaction Of Jilin Mobile Co.,Ltd

Customer satisfaction is where the corporate value lies in. Strategically and tactically it is an important guideline in marketing. With the business developing, Mobiles top leaders have realized enterprises have entered into service competition phase after price and brand competition. 一,Research background For telecom network operators, Customer satisfaction is an important indicator to show how well they would achieve lasting development. Customer satisfaction investigation has been used to evaluate its daughter companies since 2001.it proves to have improved the service level greatly. To get a satisfactory performance in KPI, the Jilin Mobile Communications Company, Ltd. (JLMC) has pursued Customer Satisfaction Investigation separately for its 3 different brands: Go-tone, M-zone and Shenzhouxing. To test how the measures are carried on and which level of customer satisfaction is, to find main factors that influence CS level and advantages and disadvantages on services compared with Unicom, the investigation was carried out among mobile telephone users in 9 cities of Jilin province. 二,Method The methods of this research are as followed: 1.Concept, make-up and core values of Customer Satisfaction 2.Customer satisfaction index 3.Basic methods of telecom Customer Satisfaction Investigation 4.Software of SPSS 10.0, correlation analysis, regression analysis, analysis of variance 5.Basic concept and ideation of telecom Customer Satisfaction Investigation 三,Main results After analyzing the data collected by various statistics methods, we have the results as followed: 1.The general customer satisfaction level has obvious linear relationship with customer loyalty. When the general customer satisfaction level is higher, the possibility that users change network will be lower in some degree. 2.Generally, customer satisfaction level of Mobile is a little higher than that of Unicom, but the gap is very small. "leadership in the market"proves to be the most related indicator. "care for customers", "product values"and "service level"are listed after in importance. By statistics analysis, we find "data traffic service", "bill service"and "communication"are main factors that influence the general customer satisfaction level. 3.Good service lies relies in efforts of all departments and all members 4.Service brand is more difficult to build than product brand. Operators need try very hard to reduce the high expectations of customers, to make complete schemes and to give effective communication. 四,Suggestions 1.To compete with CDMA and satisfy the needs of customers on product quality, Mobile should get 3G license as soon as possible. 2.Mobile should provide phone list timely and give more patience to customers 3.Study the feasibility of customer's suggestions and expectations to find the key points and use resources that company owned to set out the correct service goals and make sure on which level we should satisfy customer's wants and needs, then establish the quality standard of services. 4.Since presently all the service items are almost the same, Mobile should launch innovative services constantly to achieve more customized service and more added values. 5.To reduce the customer's leaving rate, Mobile can set blocks properly to prevent users from leaving and to improve the competitiveness and maintain its market share and leadership.