Research On Strategy To Upgrade Customer Satisfaction Degree Of Shandong Telecomm Training Center

As the development of service industry and the currently increasing tendency of the rate of service activity in product marketing, the traditional marketing theory adapted to the visible products market can no longer be applied to the marketing of invisible service products. Services marketing is split from the marketing theory and come into being a new research problem.Shandong Telecomm Training Center(STTC) originally was a secondary unit under the administration of Shandong Netcom Branch. When Shandong Netcom Branch came into the market in New York in the November of 2004, STTC turned into accompany which is assumed sole responsibility for its profits or losses. Currently, its main customer is still Shandong Netcom Branch. But the affiliation no longer exists between STTC and Shandong Netcom Branch for the company character of STTC has changed. At the same time, as the persistent development of customer enterprise and the change of training requirements and demands, the status of customer satisfaction degree determines the marketing achievements in STTC. For the above reasons, how STTC faces the new training requirements of Shandong Netcom, adjust the customer's expected value, increase the customer perception so as to upgrade the customer satisfaction degree becomes an important question worthy of discussion and research.The report conducts the following researches such as studying documents, theoretical analysis and case study. The writer combines the theory of services marketing and customer satisfaction to propose a strategy to upgrade the customer satisfaction degree of STTC based on the deep analysis on the current status of training services in STTC and the existing problems.The article first analyzes the developing environment of STTC and the competing status in the area of Shandong Netcom training market. The existing problem of the current service mode is pointed out in STTC. And the strategy to upgrade the customer satisfaction degree in STTC is proposed based on the above analysis. In the writer's opinion, the training center should try to discover or create its own advantages against the numerous training service companies in the furious competing environments. The designed strategy first requires to scheme out scientific questionnaires to find out the training requirement of Shandong Netcom and the expectation of the trainees from various angles. By detecting the expectation of trainees and the feedback of training effect, STTC will discover where its satisfaction upgrading points lie. On the other hand, the expectation value of customers can be adjusted to a rational degree. The following step is to establish service standards based on the customer expectation value. The third step is to execute the services in accordance with the standards. The service execution relates to three main aspects including "people" , "Process" and "Physical Evidence" , which is just the three new aspects of marketing assembles. Trough heightening the comprehensive level of service staff, enhancing the participation of customers, improving the training process and providing abundant physical evidence, the perceptive degree of customers can be upgraded so as to increase the satisfaction degree of customers.The innovating points of the article lie on the proposition of the strategy to upgrade the customer satisfaction degree and the guaranteeing measures to the strategy. The guaranteeing measures involve the core team integrating operation, internal marketing, and establishing and consummating training system frame work.