The Investigation And Research On The Promotion Of Customer Satisfaction Rate In Hengshui Mobile

2014 is of great importance for the large –scale development of TD-LTE, because as the pioneer and leader of this technology, TD-LTE network of China Mobile is officially put into use in China and large-scale promotion is taken.there have been more than 20 cities can provide the 4G service and according to the plan of China Mobile about 500,000 TD-LTE base stations will be built in 2014. The base stations located in different cities will be able to provide advanced 4G services for customers of more than 340 citiesAs the 4G-LTE generation is coming,the needs and behavior of the customer of the communications industry has witnessed tremendous changes: calls and text message is being quickly replaced,the data service make a difference and the marketing driven strategy has transformed,thus make the telecom industry more competitive.in the field of mobile communication,the market and customers keep growing, the telecom operator is enhanced, the gap of network infrastructure is shrink and the ARPU value is declining,the business and service is getting more and more homogeneous. The increase rate of telecom market will be steady compared with the age of rapid development. Therefore the focus of marketing should be satisfying the old customer and increasing the loyalty of old customer nowadays.This paper mainly discusses and analyzes the importance and necessity of the research on customer satisfaction rate according to the present situation and recent development of China mobile telecom industry. This paper also introduce the concept of customer satisfaction rate, the relationship between the satisfaction rate and customer loyalty, and the relationship of the service quality, satisfaction rate and customer loyalty. In addition, the paper also analyzes the feature of telecom service and the concept of telecom service quality. This paper also discusses and summarizes the evaluation method for customer satisfaction, the research model(ACSI), implement procedure, the data analysis method and the measurement for the weight of different factors in detail.This paper takes Hengshui Mobile as an example. The company takes a research of customer satisfaction research and collects different kinds of customer opinion and satisfaction rate on the product, network and service of not only Hengshui Mobile but also its competitors. The present situation of the Hengshui Mobile service is discussed and the key business process that affects the customer is analyzed thoroughly. Based on the detailed investigation and analysis, the factors that may affect the customer satisfaction rate are summarized and the strategy to improve the customer satisfaction rate is proposed.