Study On Customer Satisfaction Of China Mobile Zhongshan Branch

With the frequently restructuring of telecom enterprises and the rapid development ofcommunication technology, competition in the telecommunications industry is increasinglyfierce. How to obtain and retain customers is a great challenge for each operator. As aservice-oriented industry, ensuring a high level of customer satisfaction is the key to gaincompetitive advantage. As a result, researches on the measurement and improvement ofsatisfaction are very meaningful. In addition, in the view of the head office, Zhongshan’sperformance on customer satisfaction has been decreasing for several years. As for me, oneof Zhongshan’s members, I hope that there will be of assistance to change the situationthrough this study.This paper introduces the concept of business process and elaborates five aspects(products, tariffs, marketing, channels, after-sale services) of Zhongshan’s business process.Based on the concept above, the factors influencing the customer satisfaction of Zhongshanare described systematic. Then, based on ACSI, I build a four-level index system to measurethe customer satisfaction. Subsequently, the Delphi method is applied to determine theweight of each index in the index system and further define the calculation of customersatisfaction at all levels model. Moreover, I design a research to evaluate the customersatisfaction of Zhongshan, through which lots of data analysis has been finished and someshort boards are exposed. Finally, the result of the investigation carried out improvementstrategies on the basis of this paper targeted on customer satisfaction strategy and specificrecommendations.The process and results of this research are affirmed by the leaders and colleagues.Some of the recommendations are adopted by marketing segment and will be implemented.Even so, there are still many shortages in this paper, which should be remedied in thefollow-up work and research.