| With the deepening development of market economy, enterprises have realized that customer satisfaction can often be an important factor in corporate profits.Chinese mobile communications industry in an increasingly competitive, not only domestic competition among the various carriers,foreign carriers have gradually joined the ranks of competition,mobile users become the focal point of contention.Currently,many companies have commissioned a market research company to conduct customer satisfaction surveys that are mostly from the business point of view, the main research is about customer satisfaction of products or services,there is no systematic study from the customer's point of view.In view of this,this paper constructed Customer Satisfaction Index model of Zibo mobile communications companies, and combined with its operational business processes,it did further research for how to applicant customer satisfaction evaluation, with a view to enhancing the company's core competencies.In this paper, based on summing up the domestic and international customer satisfaction and customer satisfaction index model,it had established Customer Satisfaction Index model of Zibo mobile communication companies according to the market characteristics of Zibo mobile communications.After reviewing the large body of literature,it proposed an index system of customer satisfaction which is more suitable for Zibo mobile communication company;according to the system,it conducted an empirical study on a sample of 630 users of Zibo mobile.Secondly, in order to examine the needs of different user groups,and satisfaction between the different conditions,this article divided Zibo mobile users to four groups according to age which are less than 25-year-old,25-40 years,40-60 years old and over 60 years old,using SPSS 13.0 statistical software to make comparative analysis.We known from the investigation that users over the age of 60 blurred vision unclear to see the phone keypad,and some users won't use mobile phones, so they tend to choose the fixed-line, this customer group using rate was too low, there was no need to use the cost to develop a larger market for the elderly, it didn't do statistical analysis for this customer in the later study.According to the other three groups,the findings showed that customer perceived value is generally low, the more dissatisfied with the work of SMS spam filtering and so on.Through comparative analysis of the samples found that between differences groups in the needs and satisfaction with the situation is more obvious,Zibo mobile communications company should be based on the needs of different users to design appropriate specialty products in order to continuously improve customer satisfaction business conditions.Finally,in order to verify the customer satisfaction index model,this paper built the corresponding structural equation model,using statistical software AMOS7.0 to analysis interaction relationship and the path of various factors in the model.After the first fitting,the model goodness of fit CMIN/DF was less than 2, CFI,GFI were greater than 0.9,NFI,AGFI close to 0.9,RMSEA was less than 0.1, close to 0.05,the model had a high degree of fit.But there were two parameters that they did not pass the significance test.Therefore,the conceptual model had yet to be further amended to better meet the data reflected in the model.After the revised model,all parameters all passed the test of significance;it indicated that the applicability of the model was better for Zibo Mobile Communications Company to carry out customer satisfaction made a meaningful evaluation of exploration. |
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