Shandong Unicom’s3G Customer Service Satisfaction Promotion Strategy

Accompanied by the issuance of3G licenses on January7，2009, China mobilecommunication market has moved into a new pattern and3G era oiffcially arrived.Romance of the Three Kingdoms, a domestic3G competition launched with theobtainment of The China Mobile’s TD-SCDMA license, China T’elecoms CDMA2000license and China Uniconr’s WCDMA license. As a major economic province,Shandong becomes the battleground of the three operators. Shandong Unicom hasShandong Mobile, Shandong Telecom two business competitors, whose competitionability is strong. Shandong Unicom is facing increasingly fierce competition. Becauseof the competitor’s low price strategy，ifxed-line business such as ifxed telephone andbroadband，triage is becoming seirous day by day, the churn rate increasing and thebusiness advantage of the increasingly narrow. Compared with its competitors,2Gs’ervices market share is small and new market customers’ ARPU value is low. Marketdevelopment is diiffcult to break through the bottleneck. China Unicom has uniquetechnical advantages in New3G services but by the impact of2G services，customerreputation evaluation is lower than competitors. In the network construction, channeldevelopment and other aspects still face enormous challenge. How to stimulate theincrease in business, improve customer satisfaction and loyalty and to realize ShandongUnicom3G service leading strategy of Shandong Unicom, becomes the problemurgently to be solved.This paper takes promoting Shandong Unicom3G customer service as the startingpoint, customer orientation as the main direction and customer satisfaction as thestarting point，makes a detailed analysis of the3G customer satisfaction with the statusquo on the basis of extensive research on satisfaction and service management literature，points out the Shandong Unicom3G service’s short board issues combined withShandong Unicom service management system and customer complaints, puts forwardShandong Unicom customer satisfaction improvement strategy and speciifcimplementation measures, through the promotion of the service drive the overalldevelopment of Shandong unicom.The ifrst chapter is the introduction part of the background and signiifcance of this thesis, research methods and innovative points are introduced. The second chapter is thetheoretical review, an overview of the satisfaction theory, core competencies andservices related theories. The third chapter introduces the Shandong Unicom3G servicepresent situation, makes an analysis from the service resources, service situation andcustomer structure and situation of the competitors and points out at present ShandongUnicom3G service problems and puzzles. The fourth chapter of Shandong Unicomcustomer satisfaction in practice, introduces the Shandong Unicom satisfaction indexmodel and the operation of the project design process, analyzes all kinds of customersatisfaction situation analy sisand ifnds out the service1’ short board". The iftfh chapterproposes the Shandong Unicom3G customer satisfaction improvement strategies onhow to improve customer satisfaction and puts forward specific measures, from theservice system construction, network quality, channel construction，complaintmanagement, customer retention and other aspects of the ifill implementation ofimprovement strategy. The sixth chapter summairzes and pointes out the limitations ofthe study and directions for future research.