Mobile Communications Company Customer Satisfaction Strategy

It is very important to research the customer satisfaction strategy of the mobile communication enterprises under the background of more serious competition.Based on the literature review related the customer satisfaction, we put forward the theoretical model on customer satisfaction of the mobile communication enterprises. Then the questionnaire survey was conducted in Beijing district. After empirical analysis we find the customerized services are the most important factor to customer satisfaction of the mobile communication enterprises.On the base of the empirical analysis, three strategic choices was proposed in the paper. Firstly, conducting "accurate strategy" is the effective and efficiency way to satisfy the different demands. Secondly, conducting "experience strategy" is important way to improve customer perception to customerized services. Thirdly, conducting "virus strategy" is useful way to expand marketing channel of customerized services.