Research On Customer Satisfaction In Semiconductor Industry

The semiconductor industry has a great impact on the global technology and market with 40 years' development. Though China's semiconductor industry started late, but still seizes this historic opportunity. According to statistics, China semiconductor industry sales revenue reached 301.54 billion yuan in 2014 with 20.2% increase. The global semiconductor industry sales fell 0.2% in 2015, but China maintained sales growth with 7.7% increase. With the China's semiconductor industry golden period arrival, domestic leading companies started acquisitions, restructuring, and drove the integration of the whole IC industry. Global wafer fabs Intel, Samsung, TSMC settled in China and opened new chip plants, the competition of the Chinese market is much more intense.The thesis analyzes the China semiconductor fierce market; customer satisfaction improvement is very important for enterprise. As the foreign small and medium-sized company, C company is facing huge challenges in China fierce market, how to make Chinese customer satisfaction, this is the direction of this thesis. According to the characteristics of China semiconductor industry and C company's customers, C company customer satisfaction is studied in both theoretical and practical aspects, with the aid of the ACSI customer satisfaction model, which discusses six customer satisfaction key factors:quality, technology, price, delivery, service and environment. First of all, this thesis analyzes C company's 2013 annual customer satisfaction survey based on the four graph model and KANO model. Based on its actual situation, the C company took a series of specific improvements:efficiency communication, strategic partner, customer relationship management, maintain product quality, enhance technology development, reasonable pricing, timely delivery, thoughtful service and guarantee a safe environment. With the aid of the four graph model, this thesis also analyzed C company's 2015 annual customer satisfaction survey and got the effective improvement programs. It is shown that C company's effective programs not only helped C company establish the customer satisfaction system, solve the problem of customer loss, but also had certain guidance and reference value for the similar foreign small and medium enterprises in China semiconductor industry on customer satisfaction improvement practical operation.