Research On The Strategy Of Improving Customer Satisfaction Of China Mobile Shihezi Branch

The development of Internet technology has made the communication industry increasingly competitive.The three major operators in China have been able to achieve market capture through price reductions in order to maximise the market in a highly competitive market.The focus of development for all major enterprises is to achieve customer attraction and retention.The loyalty and purchasing power of corporate customers are influenced by customer satisfaction.In this thesis,the research object selected in the research process is China Mobile Shihezi Branch,applying customer perception theory,expectation theory and customer value theory,using China Mobile Shihezi Branch customer satisfaction as a case study,using questionnaires to carry out customer satisfaction research,on the basis of data collection and collation of customer satisfaction factors extraction,through the study can be seen that China Mobile Shihezi Branch is currently in(1)The lack of targeted consultation training when dealing with business,and the inability of customer service to deal with customer questions in a timely manner.In response to customer questions customer service can not conduct a quick search,greatly affecting the efficiency of work;(2)Shihezi Branch old user preferential satisfaction is not up to standard.For the package company to carry out the business of upgrading,after the completion of the upgrade,the first three months to maintain the package tariff,after three months will make certain tariff adjustments.Some users will be dissatisfied due to the increase in package tariffs;(3)In terms of product quality,the advantages are not obvious.This is mainly due to the serious homogenisation phenomenon with other enterprises in the same industry when conducting product service provision,without achieving further improvement of its own service level in the development process.The gradual loss of the competitive advantage of products is the biggest feature of Shihezi Mobile in recent years;(4)the distribution of base stations is more arbitrary and lacks rationality.Generally prosperous locations do not generally carry out a large number of base station arrangements because they have a high rental price.Base stations are mainly set up in crowd absorption areas and cover more dense areas.The result is that base stations in dense areas are heavily burdened with work,and users experience serious lag and delays in opening web pages.Finally,based on the previous research and analysis for specific recommendations put forward:(1)China Mobile Shihezi Branch needs to continuously change its own service concept in the process of development,build a high-quality service team,to improve the overall stability of the company’s development;(2)to ensure the quality of hardware and software services,while the service work of customer service is strictly standardised to ensure that customer service can provide professional services to customers;(3)ensuring the convenience of service processes,improving network quality and optimising tariff packages;(4)using big data to segment products and optimise package replacement conditions,etc.,thereby optimising services and improving customer satisfaction.This ensures the long-term sustainable development of Shihezi Mobile,while honing the company’s ability to be flexible and adapt to the competitive situation in the same industry in a new era and new environment in a timely manner.