| As other industries have entered a new era of competition, major enterprises and operators in order to seize the market is bound to the pursuit of better service, higher efficiency of a more reasonable target price. One of the most important thing is to understand customer needs, and customers can use to achieve satisfaction in order to consolidate the loyalty of customers.Faced with a wealth of market and fierce competition, more and more enterprises begin to pay attention to production and operation in human factors, to take the initiative to approach customers, and to the needs and interests of customers as the center, to meet customer needs and desires long-term interests. Competition in the market, in fact, the competition is to win customers. All the activities of enterprises is to customer satisfaction, along with the development of integrated world economy, an increasingly competitive business, competition is not the breakthrough in science and technology development and technology updates, many enterprises of products to customer satisfaction as a the most important competition because the product design, production, marketing and so on all the activities are used to meet the final customer or solve the problems faced by customers.According to the State Administration of Radio, "China's transition to digital cable television schedule" in 2007 has been mainly completed in Jilin Province Changchun, Jilin and other places of the cable TV network upgrading, the overall conversion of cable analog TV users 600000. Will be completed in 2008 counties (cities) and cities of upgrading the cable television network, the overall conversion analog cable TV users 800000. Basically achieved by the end of 2010 before the province's counties (cities) in the city for more than digital cable.The digital TV industry, opening up the market only a matter of time, in order that may arise in the future occupation of the status of competition and enhance existing customer satisfaction, thereby enhancing the trade barriers to keep the enterprise in the future competition that may arise as the dominant position SVA Group of Changchun City, the most important task at present. This study is intended to Changchun City for the study of digital TV, digital cable TV services from the changes in the market, consumer choice and the multiple channels of continuous updating of products and services by the formation of a new trend to cut into the customer's point of view, the process of trying to empirical to understand the real needs of customers and ideas. Changchun City for the customer recognition of digital television and the impact of satisfaction, from the products, services, prices, environmental factors and personal factors such as the five dimensions of analysis and understanding.In this paper, customer satisfaction survey carried out by 115 copies of the questionnaire data as the original reliability analysis, using SPSS statistical software, the calculation of the following results: customer satisfaction for the title of item 22, Cronbach's a = 0.8933; on the questionnaire have a high reliability.Fifth Dimension Cronbach's a coefficients were: 0.854 services, products, 0.832, price 0.844, 0.912 environmental factors. 0.810 personal factors. Cronbach's a of the dimensions are larger than 0.7, indicating that the scale of the higher reliability.According to the characteristics of the industry, and research methods similar to those industries, according to the definition of models and dimensions of the collected documents and materials and services related to personnel screening interview after the results of title. Which data collection include: previous research on the industry, as well as study of the problem, including consulting firms, as well as by the relevant government departments as well as open the question of the industry. Interview relevant personnel services include: service personnel, including interviews with industry practitioners to find out that they were concerned about the customer service attitude and expectations.As a result of relatively large area of Changchun City, the number of digital TV users, so choose digital TV Center in Changchun City Hall as a survey of business locations.Of this study was to measure the human, the time decided to release 200, the actual recovery of 161 copies, 115 copies of valid questionnaires. In this paper, the former 29-item scores for the total sum plus the sum of the results of the high and low scores in accordance with the order to carry out, in accordance with the results divided into two groups, two sets of data on the T test to test to distinguish between degrees. The results of the following 2 questions in the 0.05 significant level of non-discrimination in the post-analysis of these questions removed.According to the results of the questionnaire through the multi-index evaluation method derived weighted Changchun City Digital TV customer satisfaction for 72.02%, close to the company's China Green Wisdom Digital TV customer satisfaction and demand for value-added business research report that China's digital TV user's overall satisfaction degree of 80.03%, but lower than the national average on the national digital television services in other provinces there is a gap, a larger room for the whole. Environmental factors of which the highest score lowest score was 3.987 factor 3.34 price. Changchun City for digital television 72.02% satisfaction. Of 27 questions which I would like to ask you for your digital TV services, overall satisfaction with an average of 3.89, was 77.8% satisfaction is also very much in line with each other prove.Choose to buy will reach 93.04%, the simple correlation coefficient of 0.133, significant value approximate to 0, so there is a linear relationship between the two, and positive correlation. According to the results of data analysis and then made the following recommendations to improve the Changchun City Digital TV customer satisfaction:(1) In the overall price, though for users, lower prices, but for the enterprise itself, as a result of various factors, and cost constraints, the price will remain in a position of profit margins, but the size of the profit control should be improved. To recommend appropriate packages offered to reduce prices or packages.(2) For the price charged in the second terminal is relatively high satisfaction, the third and terminal fees and charges more than satisfied with the lowest price that a third terminal to be adjusted, and as a result of digital TV installed, add the second, third and terminals occurred in the relative cost more than less, may be considered appropriate to reduce prices.(3) Recommended the adoption of appropriate policies and activities to reduce the load cell or digital TV installation fee (early loading) in order to effectively improve customer satisfaction.(4) as a result of digital TV technology has matured, and the source for the film, as well as improvements in transmission technology to increase investment and to improve the video quality.(5) Telephone service and warranty services are greatly improved space, the proposed new telephone return to help the quality of service is telephone.(6) TO recommend appropriate programs to reduce duplication of serious channel to reduce costs, thereby increasing the price advantage.(7) In the case of digital television services including the use and value-added software services, as well as the popularity of the use of propaganda should be strengthened.(8) The second terminal to increase prices, while the third terminal to reduce the price appropriate.Finally, the paper presents the shortcomings and limitations of paper. |
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