The Satisfaction Survey And Promotion Strategy Of MY Mobile's Home Broadband Users

As the largest Telecom Operators in China,China Mobile got a license for fixed network soon after the third industry restructuring,and all operators formally entered the era of "full-service" operation.Stimulated by some national policies,the number of the users of China Mobile broadband are growing rapidly.MY Mobile,as a branch of China Mobile,takes "Triple play" as an opportunity to explore broadband services continually for actively enhancing urban and rural broadband coverage,and also achieving the rapid growth of users.After nearly seven years of development,MY Mobile has entered a bottleneck period in the development of broadband.The growth rate of users has slowed down,There is still a gap between the quality and reputation of MY Mobile and those of its peers,and the loss of users in stock has become increasingly prominent.The implementation of "Number Portability" is approaching,so how to improve customer satisfaction and make customers do not change networks,do not leave the network is MY Mobile's "top priority".It is also the content of this paper.The satisfaction of MY mobile company's home broadband users is taken as the research object in this paper.In the beginning,the author first discusses the development process and background of MY Mobile broadband service.Then after reading a lot of theoretical literature related to satisfaction,the author study the concept of satisfaction,as well as analyze and compare the classical satisfaction index model.Finally,according to the characteristics of MY mobile broadband services,the satisfaction index of the ACSI is selected as the reference model for this study.After defining the theoretical model,the realistic competition environment of MY Mobile is immediately analyzed.Through the analysis,it is found that the industry competition is further intensifying,the adjustment of policy poses a greater potential threat to the future development,and the improvement of broadband user satisfaction is imperative.On the basis of the previous analysis,in order to make the study more suitable for actual needs,the satisfaction reference model is further optimized and the indicators are decomposed in this paper.Then,the weights of the third-class indicators are determined by “Delphi method” and “Analytic Hierarchy Process”.What' more,through the satisfaction questionnaire to collect broadband users' opinions and to find out the shortcomings of MY Mobile broadband service in terms of satisfaction.At the end of the paper,some suggestions and suggestions are put forward to improve the satisfaction of broadband users based on the results of the questionnaire.Through this research,we can find that there are many basic management that have not kept pace with the development while MY Mobile broadband service is developing rapidly.There are many details that need to be improved and optimized in the aspects of perceived value,perceived quality,perceived service and customer complaints that can affect customer satisfaction.On the eve of "Number Portability",the research on customer satisfaction is of great significance,which requires a lot of energy to explore the way of maintaining.The author hopes that this study can provide some references for MY Mobile company in improving the satisfaction of broadband users.