The Research On Key Account Satisfaction Of China Netcom Shandong Branch

Under the free market economic system, customers are the decisive element of the enterprises to win the market competition, and are the foundation to push the economic development of enterprises. Therefore, enterprises must understand customers' current and future needs, and consider how to make use of limited resources to meet them. In the basis of which, consider how to get the customers' satisfaction and loyalty. For the telecom operators, key account is one of the essential guarantees to achieve economic profits and realize continuous developments. Hence, estimating the customers' satisfaction in a fast, efficient and timely way is a basic condition for the telecom operators to succeed in winning more customers.As a provincial enterprise, Shandong Netcom is one of the largest subsidiaries of China Netcom and is also the biggest FTNS operator in Shandong province, with the most customers scale and the highest income. But as the IP communication and Mobile voice businesses substituting for telephone business, the incomes of fixes-line business is continually decreasing, compared with the previous profits in the traditional operations, especially in 2007 with the advent of a negative increase. Under this situation, how to implement the strategic transformation and realize the continuous developments has become an important issue, which necessarily needs solving for Shandong Netcom.Based on the 20/80 theory, we know that 20% of customers bring in 80% of the profits for the telecom operators. Obviously, the market of key telecom customers has been a competitive focus. With the increasing fast step in the strategic transformation, a disharmony phenomenon occurs between the traditional management of the key account and the marketing strategy. Operation reformation for the key account, which contains more diversiform services, has stared Shandong Netcom in the face.Through the above analysis, the paper aims to discuss how to measure the satisfaction and loyalty of the key account of Shandong Netcom. Firstly, the paper gives an instruction of related theory and the recent research results in customers' satisfaction in the home and abroad. Secondly, on the basis of the actual key account management situations of Shandong Netcom and the modeling of American Customer Satisfaction Index (ACSI), the paper innovatively eliminates the variable of quality expectation, adds the discussion of the brand influences to customers' loyalty and reconstructs the modeling of measuring the customers' satisfaction. The analytic hierarchy process (AHP for short) has been adopted to ascertain the weightings of different factors, to calculate the ultimate value of the customers' satisfaction. Lastly, the paper does a collective analysis of all the measuring data and finds a few pivotal factors through improving the matrix model. Aimed at the final application of our modeling, the measures Shandong Netcom should take in actual operations are also given in detail.In a word, a detailed and advanced discussion about the satisfaction of the key account is given, from the two dimensions of theory and practice and the two aspects of qualitative and quantitative analysis. The paper adopts the theory survey, the description of the present status, the model analysis, and the example demonstration, giving priority to the guides to the actual applications. Conclusions according to the facts serve as a reference to the marketing services of the key account for Shandong Netcom at the phase of joining the world.