| A reasonable and scientific measurement of consumers’ satisfaction is aprerequisite of improving consumers’ satisfaction. This research focuses ondeveloping a measurement of satisfaction for JISHI media. At first, we applied focusgroup to identify the factors that consumers pay more attention to. Second, wedetermined the weights of each factor based on the analytic hierarchy process.Finally, develop an index system that can be used to measure consumers,satisfactionassessment of JISHI media accurately.The result of interview to the focus-group shows that the measurement ofconsumers’ satisfaction includes three dimensions: after-sales services, service ofset-top box and installation service. In addition, after-sales service includes fivefactors such as timely fix broken lines, rarely no signals, good telephone after-salesservice, reasonable price for updating set-top box and timely update for set-top box.Service of set-top box contains ten factors such as clear signals, many channels,quick starting up, convenience to use, convenience to learn, detailed program guide,new channels, providing broadcasting channel, quick switching channels, providingvalue-added services. Installation service contains two factors such as reasonablefees for installing and license fees. Among all factors, the important factors includerarely no signals, clear signals, many channels, quick starting up, convenience to use,new channels and reasonable license fees. The most important factor is reasonablelicense fees.The results of focus-group, AHP and fuzzy comprehensive evaluation show thatJISHI media needs to integrate the after-sale service, the service in process andpre-sale service and improve satisfaction in total to improve consumers’ satisfaction.JISHI media should pay more attention on using set-top box. In addition, the charge is not so competitive. Therefore, JISHI media needs to adjust the prices to improvesatisfaction. A backing system is necessary to improve satisfaction includingtechnical, human resource, financial support for improvement of products andservices such as enhancing the technical support, upgrading the platform andcultivating employees. |
