Research On The Relationship Of Customer Participation, Satisfaction And Behavior Intention Of Mobile Communication Industry

With the rapid development of economy, the Mobile Communication Industry has played a more and more important role in the in the life of the residents.However, it is obviously that customer satisfaction in this industry is coming to be a prominent problem, facing on the keen market competition, what kind of actions should be taken to keep customer by the enterprise is also coming to be a real big problem. The result that proved by some research is that customer participation is beneficial to customer satisfaction, behavior intention and loyalty, which can be enterprise's competitive advantage.In view of the characteristics of Mobile Communication industry that has a high degree of customer participation, this paper discussed the relationship among customer participation, customer satisfaction and behavior intention from the angle of customer's participation in the service process of the Mobile Communication industry. Base on the review of abundant research literature on customer participation, customer satisfaction and behavior intention, this paper brings forward a model of the relationship of the three variables. Then this research investigates the customer of China Mobile. The main conclusions of this paper are as follows:(1)Customer participation in Mobile Communication enterprise has a remarkable effect on customer satisfaction. But the three aspects of it (responsible behavior, information sharing, personal interaction) have different influence on customer satisfaction.(2)Among the three aspects of customer participation in Mobile Communication enterprise, information sharing and personal interaction have a remarkable effect on customer behavior intention, and also these two aspects have different influences on the different aspects of customer behavior intention.(3)Customer satisfaction has a remarkable effect on customer behavior intention.(4)The impacts of customer participation on customer behavior intention are indirectly realized by customer satisfaction which is a mediator.