Analysis And Improve The Customer Satisfaction Of Changsha Mobile Company

With the continuous development of science and technology, communication operators are facing the increasing fierce competitions, customers has become the strategic resource for the survival and development of the operators. Through customer satisfaction survey to understand the needs of customers, operators find own disadvantage and the differences between them. It is particularly important for operators to retain old customers, identify new customers, maintain their market share and gain greater benefits. In order to improve customer satisfaction of Changsha,this paper makes a investigation for customer satisfaction of Changsha MobileThe main research contents in this paper are as follows:(1)Introduces the process of how Changsha mobile company built customer satisfaction model and satisfaction assessment system.Changsha mobile company customer satisfaction model is established on the basis of American customer satisfaction index(ACSI) model. Changsha customer satisfaction model are introduced, and based on this, a customer satisfaction assessment system which includes two first-grade indexes, including customer satisfaction and customer loyalty,are built. At the same time, combining with customer demand model, the second-grade index of customer satisfaction measuring index system,which contains corporate image, price, customer service quality, service quality and overall network quality satisfaction,is built. And through brainstorming and customer research,the third-grade index of system is built.(2)According to the variation of Changsha mobile inspection, the object of satisfaction survey and survey method are determined, and the reliability and validity analysis are made for the questionnaire.At the same time introduces the calculation method of the standard of satisfaction, loyalty, net recommended value.The basis Satisfaction of Changsha mobile as a whole and each basic situation are analyzed from the standard satisfaction, loyalty, recommended value net, each secondary index.And for each secondary index and standard of the relationship between customer satisfaction has carried on the correlation analysis and regression analysis.(3)The survey for high-end customers and web traffic customers are conducted from the network, terminal, channel and service, sales promotion, publicity,and communication with these aspects. Through the survey, we analyze the presentsatisfaction degree in various aspects and the main problems that the customers want to be addressed by Changsha mobile. And the qualitative analysis is made to find the reasons for those problems.In order to solve those problems, this paper puts forward some improvement suggestions from several aspects to improve the customer satisfaction of Changsha mobile.