Research On The Testing And Improving Of Customer Satisfaction Of The Mobile Communication Enterprises Based On Customer Value

In an open and competitive market environment, customers have more choices, accompanied by the accumulation of experience in consumer spending, customers tend to the consumer concept of rationality, customer demand for products and services are increasing. In the mobile communications industry, with the accession to WTO, as well as operations in full swing, gradually intensified competition among enterprises, competition for business customers become more intense. Customer satisfaction is the customers purchase products and services, a direct reflection of the degree of satisfaction, companies have only satisfied customers, effectively improving customer satisfaction in order to retain old customers and develop new customers, remain invincible in the fierce market competition.This thesis from the customer's point of view, combining with customer value theories, analysis of the characteristics of the mobile communications industry and the formation of customer value, and found the drivers related to the impact of customer satisfaction of the mobile communication operation companies. Then through literature review, focus group interviews and in-depth interviews, access to the customer value factors of the mobile communication operation companies related to customer satisfaction, obtain a preliminary evaluation of customer satisfaction index. Analysis of the importance of these indicators, received customer value indicators which have significant impact customer satisfaction, and ultimately establish a three-level customer satisfaction measurement index system of the mobile communication operation enterprises. The index system includes call quality, service level, convenience, brand image, personalization, and reasonable fee and customer care seven two-level indicators and twenty five three-level indicators.After establishing the evaluation index system, this paper conducts an empirical study of Nanjing Mobile, verifying scientific rationality of the index system, obtaining the satisfactions of the various indicators and overall customer satisfaction, and put forward some concrete proposals through the analysis. Finally, from the perspective of increasing customer value, propose the strategies of improving the mobile communication operation company customer satisfaction.