The Demonstration Study Of Customer Satisfaction In The Chinese Mobile Telecommunications Industry

With the issuance of 3G licenses, the entrance of foreign telecommunications operators, and the development of wireless telephone, the monopoly will break and the competitions will become severe in the Chinese mobile telecommunication market. The research of Customer Satisfaction receives unprecedented attention. This paper studies the theory of customer satisfaction and the characteristics of the Chinese mobile telecommunication industry. Then the paper analyses the strength and weakness about the model of Chinese telecommunication customer satisfaction index (TCSI) in the past, and proposes the amendatory model which is TCSI II .The model of TCSI II consists of six secondary variables: expected quality, perceived quality, relative factors, customer satisfaction, customer complain and customer loyalty. The paper defines each variable, and describes the relationship between the variables. In accordance with this definition, the paper describes variables with relative questions. And these questions construct the questionnaire. Compared with TCSI, the questionnaire makes an improvement on the forms and expressions.Secondly, based on the model of TCSI II, this paper makes an application research in GZ province's mobile telecommunications market. Then, the paper makes use of the specialized statistical software SPSS13.0 to analyze the survey results. The main statistical methods are reliability and validity analysis, principal components analysis, frequency analysis, path analysis and correlation analysis. Reliability analysis tests the reliability of the results; Validity analysis makes the questionnaires reasonable; Principal component analysis reduces data to get less factor. And these factor will be used for other analysis, such as the validity analysis. The purpose of the frequency analysis is describing the situation of the sample, then speculating maternal characteristics. Because some variables are dependent variables, meanwhile independent variables, path analysis describes the relationship between all variables. Finally, correlation analysis identifies the significance of the relationship between the variables and verifies the proposed model reasonable.Finally, the paper gives some suggests about how to carry out the survey of customer satisfaction successfully and how to apply the results. Based on the results of the survey, the paper suggests some valid way to improving the customer satisfaction.