The Promotion Strategy Research On Customer Satisfaction Of Shaoyang Mobile

With the advent of the 4G mobile Internet era,the needs and behaviors of users in the communications industry have undergone tremendous changes.Traffic and data services have become the focus of operations.Customers' demands for network quality have been continuously improved.The improvement of consumer protection laws has raised a higher quality standard for the service of enterprises.In addition,China Mobile,Telecom and China Unicom still have absolute advantages in the industry.The telecommunications business is increasingly homogeneous,the gap between network facilities is gradually narrowing,and the competition in the communications market is becoming increasingly fierce.Therefore,for telecom operators,in the face of higher quality requirements from customers and regulators,as well as such tight competition in the industry,companies must adjust their marketing priorities and strengthen the supervision and management of service quality.With customers as the center,companies must not only cultivate new customers,but also do a good job of maintaining the old customers.How to make customer satisfaction and create loyal customers is the current focus of telecommunications companies.The research on customer satisfaction is very rich,and the customer satisfaction theory is constantly enriching and developing in practical applications with its strong guiding significance and wide applicability.Also under the guidance of the theory of customer satisfaction,this article takes Shaoyang Mobile as an example,through the investigation of customer satisfaction,and analyzes the reflected issues in the customer satisfaction,to improve the satisfaction of Shaoyang Mobile customers to provide reference recommendations.Through the combination of theory and practice,on the one hand,it has enriched the application research of customer satisfaction theory.On the other hand,it helps to improve the service management level of Shaoyang Mobile and maintain the market position of Shaoyang Mobile.The article is based on a large number of domestic and foreign related literature research,according to the satisfaction evaluation model,considering the developing status of Shaoyang,it designed evaluation indicators to investigate the satisfaction of the situation of Shaoyang Mobile customers;according to the customer rating results,it analyzed the Shaoyang Mobile customer satisfaction of the city's average situation and the situation of the districts and counties and compared Shaoyang Mobile 4G customers with non-4G customers,compared Shaoyang Mobile 4G customers with China Unicom,China Telecom 4G customers to clarify the development prospects and competitive position of Shaoyang Mobile's 4G services in the communications market.In addition,in order to clarify the reasons for customer satisfaction and dissatisfaction,find the problem of Shaoyang mobile customer service.This article summarizes the reasons for customers' dissatisfaction as three aspects:perceived quality of service,perceived price of package tariff,and perceived quality of network.The study found that:The main reasons for dissatisfaction are the low quality of service personnel,Shaoyang Mobile's high tariff,unreasonable package design.and a small range of network coverage and weak network signals.In order to reduce or even eliminate Shaoyang Mobile's customer dissatisfaction factors,the article targeted the promotion strategy of customer satisfaction,and put forward specific improvement measures from the perspectives of service,package tariff and network,including strengthening the management and control of complaints,including strengthening the management of complaints,improving the service perception of contacts,doing a good job in service word-of-mouth publicity,continuing to optimize network quality and optimizing mobile package design.In order to successfully implement the satisfaction improvement strategy,enterprises should provide guarantees in terms of organizational structure,system,and culture.Finally,the full text is summarized in detail and a brief description of the direction of future efforts is given.