| Since 2008, the mobile communications industry restructuring led to a series of increasingly fierce competition in the communication operation industry.The gap betweent the three communication enterprises has became smaller, product similarity problem is becoming increasingly serious.every communications enterprises are faced with enormous competitive pressure. In such a competitive environment, the client resources become an important source of corporate profit, therefore, the focus of competition is to maintain the existing customers and win new customer,and the key lies in the competition for customer resources is improving customer satisfaction and increasing customer loyalty by improving service quality to gain competitive advantage in the long-term development of enterprises.In this paper, I firstly describe some basic theory for service quality and customer satisfaction, and try to construct a customer satisfaction index system. Secondly analyze the factors affecting the quality of mobile services using SWOT analysis. Thirdly, conduct the model of mobile customer satisfaction.Fourthly, based the survey data, I analyze the problems in customer satisfaction of China Mobile Group Xiangxi Company Limited. Finally, I make some suggestion of the promotion strategies for China Mobile Group Xiangxi Company Limited to promote the service quality.Based on the customer service quality and customer satisfaction theories, we use methods of case studies and surveys analysis to study the current situation of China Mobile Group Xiangxi Company Limited and make some suggestion of the service quality promotion strategies. The promotion strategies which based on the survey results are very reasonable and useful for China Mobile Group Xiangxi Company Limited to improve service quality and customer satisfaction. Besides, the customer satisfaction index system has important reference value for other communication enterprises. |
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