Research On The Improvement Strategies For Electronic Channels Customer Satisfaction In Xinjiang Mobile

In the context of the mobile Internet tide, the electronic channels for its convenienceconsumption patterns become the main channel of the mobile operator’s service and sales. In theservice increasingly competitive environment, the customer satisfaction become to a key of theOperator’s competitive advantage. With the dynamic changes of the quality of customer servicesand the external environment, how to improve customer satisfaction is an important factor toenhance the competitiveness of enterprises.In the context, this thesis refers to customer satisfaction theory, management consulting,project management, e-channel development mode, and a lot of other information based on.From learning the literature reference and successful enterprise’s experience for the starting point,researching Operators in the development of electronic channels and existing customersatisfaction Theoretical system. Especially theory of "peak-end" and "critical moment" wasintroduced into the electronic channels satisfaction management system, and through the actualresearch, analysis, diagnostics and combining with the actual situation of the of Xinjiang mobileelectronic channels, with to import project management ideas and tools, application ofquantitative research and qualitative research methods. Scientific analyzing the electronicchannel customer experience and proposed a dynamic, real-time satisfaction monitoring andimprovement program. Finally improving program of Xinjiang mobile electronic channelscustomer satisfaction was obtained. Through testing the actual effect of the program andanalyzing the comparative of the data before and after, to prove model of "peak-end" and"critical moment" has a strong practical operability and has a reference value for enhancingservice enterprises customer satisfaction.