Customer Satisfaction Investigation And Analysis Of Liaoning Mobile Communication Co

After the restructuring of the telecom operators, the competition became more intense, the market conditions became more complex and the demand of customers became more diverse and personalized in the telecommunications market. Any telecom operators could not analyze the market environment and develop strategy on their own view. As the most powerful telecom operator who own the largest Customer scale, Liaoning Mobile Communication Co.(hereinafter LMCC) must manage the huge client base scientifically and impeccably. Therefore, LMCC need a comprehensive understanding of the conditions of the customer satisfaction, the market changes and the competitors.Practically, both quantitative analysis and qualitative analysis methods have been applied to analyze the conditions of customer satisfaction.SPSS18.0was applied to make statistic analysis on the collected data. Based on descriptive statistical analysis, this paper found that the comprehensive degree of satisfaction of LMCC was significantly higher than competitors, but the mobile Internet stability and operating room need to be improved. The ANOVE on customer characteristics and customer satisfaction demonstrated that gender differences and the average monthly income differences significantly affected customer satisfaction, education level differences and age differences did not significantly affect customer satisfaction.This study analyzed the relationship between the overall satisfaction and the related of the three brands of LMCC-GSM, Easyown and M-Zone through correlation analysis. For the overall satisfaction of GSM users, two very influential business processes were "voice network" and "bill payment". For the overall satisfaction of Easyown users, the most influential business processes was "telephone charges information","complaint settling" was the second one. For the overall satisfaction of the M-Zone users, two very influential business processes were "bill payment" and "new business".Finally, the paper proposes the relevant measures and suggestions to improve the customer satisfaction of LMCC. Firstly, LMCC should strengthen differentiated services, emphasize gender differences to improve the satisfaction of female customer, and emphasize income differences to improve the satisfaction of high-income customer. Secondly, LMCC should simplify roaming procedures, enhance the success rate of complaint handling, improve the professional level and service attitude of customer hotline for GSM users. Thirdly, LMCC should solve the low efficiency of the operating room, optimize the interface of BOSS, establish a professional training system, Carry on business training regularly or not, ensure the accuracy and the easiness to understand of the telephone charges information, as well as the price rationality of the new business for Easyown users. Finally, LMCC should improve the waiting phenomenon in the business hall, enhance the shunting action of E-channel, complete the device configuration and design several price package including various price and business for M-Zone users.