The Research On The Service Quality Of China Mobile Group Shanghai Co.,LTD In View Of The Customer Satisfaction Index

Since the entry to the world trade organization took place, there have been a series of reformations and reorganizations in the telecommunication industry of China, which create diverse configurations and fierce competitions. The service providers have changed their management philosophy from products to customers and done their best to improve service quality so as to promote the satisfaction and loyalty index. It is very important for CMCC to reassess and improve itself in order to surpass its counterparts.This study was designed to systemically evaluate the general presentations of customer satisfaction index and loyalty index, as well as the relationship between 13 trade courses and their customer satisfaction indexes. It was aimed to discuss presenting shortcomings in China Mobile Shanghai services, so as to direct the development of China Mobile Shanghai. The study also proposed 6 measurements, such as to spread enterprise culture, improve management level of service, formulate different service tragedies, perfect management of complaints, execute diverse charge standards and reinforce management of personals.Through the investigation and analysis of the customer satisfaction index for China Mobile Shanghai, and in combination with literature review, and using the format of questionnaire and personal interviews, the study demonstrated its value in promoting enterprise brand, as well as gaining customer satisfaction and trust.