Empirical Study And Model Analysis Of Customer Satisfaction In Mobile Communication Industry

With the development of market economy, enterprises have realized that customer satisfaction plays a significant role in the interest pursuing. The role and its potential affecting pathways vary a lot in different industries. Therefore, the detailed research in a specific industry on customer satisfaction and loyalty is needed for enterprises.After a comprehensive review on the literature of customer satisfaction and loyalty, China Mobile-communication Indudtry Customer Satisfaction Index (CMICSI) model is presented according to the characteristics of China mobile market. Empirical studies on the 321 sample of Hubei Mobile's customers are conducted to test the model. To investigate the difference of demands and satisfaction, the customers are divided into three groups: students, common people and commercial people. The comparison analysis indicates that the overall customer satisfaction of China Mobile in Hubei is not good, for which the low customer value and complain about the trash message can serve an illustration. This may provide some reference in the further development of Hubei China Mobile. Moreover, the demand and satisfaction in different groups vary dramatically, inferring that the mobile communication operators should design corresponding product and service for different groups.In order to test the CMICSI model, a structural equation model is composed and the solution is achieved through LISREL 8.20 software. The relationships among factors and the affecting pathways are discussed in details. The result indicates that this model has a good applicability, and may serve as a reference to measure the customer satisfaction index of China mobile communication industry.