Study On Theimprovement Of The Quality Of Broadband Service Of A Telecom Company Based On Customer Satisfaction

With the development of the telecommunications market gradually matured and the increasingly fierce competition in telecom giants (China Mobile, China Telecom, China Unicom), as well as potential competitors added, Broadband customers business has become the focus of the competition. Facing serious product homogeneity situation in telecommunications industry, broadband customer service quality has become increasingly important, only the continuous improvement of the quality of broadband services and of customer satisfaction can help operators develop the greatest competitive advantage in the fierce competition. In view of this, how to improve the quality of broadband services and the customer satisfaction has become the most important issue of the broadband operators.This paper applies case investigation based on A branch office of china telecom, and build a broadband service quality and customer satisfaction model. Through questionnaires,398valid questionnaires of broadband users of A branch office of China Telecom were collected, the research data including quality service, customer perceived value, customer loyalty and customer satisfaction. Using SPSS19.0statistical analysis software, the descriptive, the correlation and the factor analysis were executed. Finally, based on the analysis of empirical research, broadband service quality improvement programs were formulated.In this paper, through theoretical analysis and empirical research conclusions are as follows:broadband service consist of three parts, the core services, the form of services and additional services; The quality of broadband service contains two definitions of technical quality and functional quality; positive effect on customer satisfaction, quality of broadband service. The front-end service,theback-end service, and the synergic relationship between them should be considered in order to improve broadband service quality.