Research On The Competitive Advantage Of Telecom Operators Based On Customer Satisfaction

In recent years, the rapid development of mobile Internet has injected new vitalityto the global telecommunications industry. As the user’s personalized demand rising, itis opportunity and challenge coexists to the telecom operators’ development. On the onehand, the user’s personalized demand rising, it brings huge space to the new businessdevelopment of telecom operators, which will form a new profit growth point. On theother hand, the user’s personalized demand rising, the telecom operators’ networkquality, business support and service level are put forward new requirements. In otherwords, it means to promote the customers satisfaction. Customer satisfaction is alwaysthe focus of academic research topics, but if it can become telecom operators’development bottleneck in the process, it still remains to be seen, which the practicalproblems this paper tries to solve is.Based on customer satisfaction and telecom operators competitive advantage as theresearch objects, discussed the research background and research significance in later,through a lot of customer satisfaction and competitive advantage related literaturereview, this article analyses the current definition and measurement methods of thecustomer satisfaction and competitive advantage, and builds the relationship theoreticalmodel between the telecom customer satisfaction and operators competitive advantage.On this basis, this paper do the empirical analysis for the telecom customer satisfactionand telecom operators competitive advantage based on real operating data andsatisfaction assessment data from Sichuan Unicom, which proved that the theoreticalmodel is right. In the further research, we analyse the change of the competitiveadvantage for China Unicom in recent years. At the same time this paper discusses theimpact of the change of customer satisfaction to the competitive advantage. Finally, weput forward some paths of China Unicom’s competitive advantage ascension based oncustomer satisfaction.The conclusion of this paper shows that, customer satisfaction is one of theimportant factors to telecom operator competitive advantage. If we control the otherfactors under the condition of invariable, the customer satisfaction has significant positive impact on the competitive advantage. When the customer satisfaction is higher,the competitive advantage of operators is higher, and vice versa. To China Unicom asan example, customer satisfaction and its various influence factors have different degreeof correlation with the competition advantage and its secondary indexes. Therefore, toimprove the competitive advantage of China Unicom, we must improve ChinaUnicom’s customer satisfaction and its influencing factors, such as brand image,customer perceived quality and perceptive value, and so on.