The Research And Its Application Of Customer Satisfaction In Mobile Communication Industry

Now all enterprises pay more attantion to the Customer Satisfaction, but how to quantify and exactly measure it become the critical problem to the company. With the competition of China mobile communication industry fierce day by day, the vie not only among domestic operators but also including the foreign operators that will also join in after tow years, will become more intensive. So how to make customers satisfy and improve the satisfaction degree, to achieve loyalty customers is the communication operators pursuing.However, there are no organizations or individuals to research systematicly on customer satisfaction evaluation of the mobile communication industry at present. In view of this, The thesis structures the evaluation model of the customer satisfaction of mobile communication industry and combines micro commercial course of operator to make further research on how to use the results of the satisfaction degree test scientifically, expecting to help China Mobile's operators promote the core competitive power to face the foreign challengers.Firstly, the paper describes customer's satisfactory concept and the customer's classification, analysis characteristic and main factors influencing on customer satisfaction and customer loyal in China Mobile Communication market. Secondly, the thesis has put forward the suitable index system of the customer satisfaction evaluation for Chinese mobile communication industry after reviewing a large number of documents, which includes two respects, employee's satisfactory and customer's satisfaction test, then it analysis the relation between employee's satisfaction and customer's satisfaction. At last, the paper demonstrates the calculation method of customer satisfaction and further application in management through the example of some mobile communication company of Guangzhou.According to the conclusion of the example, the index system that the thesis puts forward is basically effective, which can reflect on the customer satisfaction degree of the mobile communication industry more truly and objectively.