Research On Customer Satisfaction Evaluation And Retention Strategy Of China Mobile Communication Group

With the advent of the 5G era,the operators in the post-4G era,are faced with the original customer mass loss,new customer groups excavation difficulties,the market gradually saturation predicament,today's communications enterprises competition focus has shifted from customer competition to customer retention,the major operators are aware: to avoid the loss of existing customers,To achieve customer loyalty,to meet customer needs,to achieve customer retention in order to bring continuous fixed benefits to the enterprise.Based on the research of domestic and foreign scholars and experts on customer Relationship management,customer satisfaction and customer retention,combined with the actual situation of China Mobile at present,this paper selects Baotou Mobile Branch as the specific research object,and systematically studies the customer satisfaction and retention strategy of communication enterprises.First of all,through different levels of analysis and display,to understand the current situation of China's communications industry development and the status quo of mobile communications group Development,Inner Mongolia Communications industry development status and the current situation of mobile development in Inner Mongolia,Baotou communication industry development status Quo and Baotou Mobile Branch development Status quo,again,This paper studies the customer satisfaction and retention status of Baotou Mobile branch,makes an empirical analysis of the company's customer satisfaction and retention,summarizes the logical process of realizing customer satisfaction and retention by studying a large number of literatures,and concludes that the important dimension of forming customer retention is customer loyalty,Then summed up the formation of customer loyalty is the main dimension is customer satisfaction,secondary dimension for change costs and customer value.Under this logical framework,the evaluation Index system of customer satisfaction is established,the factors affecting customer satisfaction are analyzed,the theoretical model of customer loyalty is established,the empirical analysis of customer satisfaction market investigation is carried out,the data collation analysis is carried out by using data analysis software,and four key factors affecting customer satisfaction are identified by factor analysis.Respectively,for service quality,price quality,network quality,product type,based on the discovery of Baotou Mobile branch in customer retention of the status quo and existing problems,that is,the improvement of service quality,product quality improvement,product type improvement,improve the cost of change,and finally give the most appropriate solution.