Analysis Of China Mobile 3G Customer Satisfaction Model And Influencing Factors

China Mobile’s market share is much higher than China Telecom and China Unicom all this time. The topic of China Mobile’s industry lead position is difficult to shake in the telecommunications industry is no doubt. However, with the extensive introduction of3G services, China Mobile’s position is challenged; Statistics show that China Mobile’s new subscribers share is45.6%in2004t and has been on an upward trend in later years. The proportion is as high as90%or more in2007. At the same time, the total mobile subscribers once occupied more than65%of the market share. Since the3G licenses were issued in2009, the strong development momentum of China Mobile has gone. At the end of August2012, three operators semiannual reports fully shows that the domestic mobile market has more than175million3G users in total, the three telecom operators almost evenly divided the market share. China Mobile is38.2%. China Unicom is32.8%, China Telecom is29%. This shows that3G brought a huge impact on the market share of China mobile. It is estimated that the next10years will be the3G world, continues to study the key factors that affect the China Mobile3G customer satisfaction and optimization to improve business processes and the quality of service, and thus improve customers’ satisfaction and reality is significant. On one hand, the satisfaction of the customer can bring loyalty, to keep China mobile’s market share; on the other hand,3G customers’good reputation will affect the choice of2G customers, continue to inspire China Mobile in new market so as to maintain a competitive advantage in the industry.Based on the original theories and models to build the model of the China Mobile3G customer satisfaction and the sample data obtained from a sample survey of the six urban areas in Beijing, use the structural equation modeling to analysis of the factors that affect customer satisfaction, identify key influencing factors and the short board business processes, and finally give relevant recommendations to enhance customer satisfaction.This paper first introduces the definition theories and models of domestic and foreign customer satisfaction, and gives a detailed overview on the telecommunications customer satisfaction research status. Based on the customer satisfaction index system construction method, calculation methods, analytical methods, determine the mobile3G customer satisfaction index system, research methods, and to establish a theoretical model, meantime give a general description of the features, advantages, and the path of structural equation analysis methods. Secondly, in order to validate the theoretical model constructed, and analyze the influencing factors of China Mobile3G customer satisfaction, on the one hand, the detailed questionnaire design and survey process and give a logic and statistical analysis to the quality of the questionnaire to ensure questionnaire and the validity of the data. This article, on the other hand, with the model fit the data, according to the results of parameter estimation on model evaluation and revision, final ideal model. Again, according to the path coefficients satisfaction model, analyze the Beijing Mobile3G customer satisfaction factors. From the corporate image, perception of network quality, perceived service quality, perceived value of the angle made valuable suggestions to enhance the China Mobile3G customer satisfaction and competitive strategy. Finally, summarize the conclusions of this study and inadequacies.