Customer Satisfaction Research Of ALSTOM(SUZHOU)HIGH VOLTAGE SWITCHGEAR CO.,LTD

The competition between manufacturers is getting more and more intense after the development of high voltage electrical switchgear industry over these recent20years.The strong competition does not only exist between domestic enterprises but from the transnational corporations abroad in the local market especially. Thus any enterprise in this industry must be aware of a key point, that is, the competition among high voltage electrical switchgear industries has transformed from technology and price to an aggregative model which is leaded by service combined with various factors.With the shift of competition focus point, the target of market competition has changed considerably. It has transformed from just meeting the demand of customer’s primary need to not only meeting this demand but also provide them with service transition. At present, ALSTOM SUZHOU HIGH VOLTAGE SWITCHGEAR CO.,LTD.(ALSTOM SUZHOU) has gained a considerable market shares and is in a stronger position to compete.China has introduced relevant economic policies, which developed much of the infrastructure since the financial crisis of the year2008.Hence, related industries such as electrical switching are confronted with opportunities of blooming, along with the arrival of the power sector construction peak. As a world-famous electrical industry supplier, ALSTOM SUZHOU further expanded the market share by making the best use of this situation and seizing the opportunity. Besides, the firm was also able to promote corporate image and influence to stand out in the competition.In order to further consolidate and expand market share,an effective way to improve customer satisfaction is urgently required at this stage.It’s particularly important to establish long-term, closer and solid relationship with customers so that enables the company to attract and maintain major clients with high loyalty.In view of the above-mentioned industry development trend and connecting with the practical situation of ALSTOM SUZHOU,the author thinks it is very necessary for ALSTOM SUZHOU to conduct a study on customer satisfaction.By analyzing research results on customer satisfaction theories from previous scholars and practitioners, this thesis initially has the understanding and awareness of the theories and concepts of customer satisfaction. On the basis of combining the development status and its customer satisfaction, it constructs customer satisfaction evaluation index system, which is the research object of this thesis.By the subdivision of the system and the analysis of the internal logic among indicators, the depth interview questionnaire is designed for empirical research. And make analysis on the interview text, including the keywords frequency analysis, the correlation analysis of evaluation index system,the analysis of customer satisfaction in common and the priority improvement matrix analysis.The result of the research has indicated that, ALSTOM SUZHOU has obtained a relatively high evaluation on price, order process, corporate image, customer satisfaction, complaints and loyalty which are the customer satisfaction indexes. But product quality and quality of service still should be improved better. So, in the actual production and sales process, the company should pay special attention on the improvements in these two areas. Finally, combined with conclusions of this paper, the improvement or promotion proposals are put forward from the quality of the product, price and the internal/external customer satisfaction management mechanism, etc, Moreover, this thesis also points out the limitations of the study and the future research directions.