An Empirical Study On Customer Satisfaction Assessment Of Guangzhou Telecom Co., Ltd Call Center

After American scholar Cardozo announced an article concerning on the customer satisfaction in 1965, people started an extensive research on this realm. Several decades have pasted, customer satisfaction has already been a vital research topic to many scholars from coast to coast. Particularly to the service industry, survival and development pressure forces more and more enterprises that under the pressure of vigorous market competition and the consumers' increasing conversion opportunities to put customer satisfaction as their competition strategies.This thesis started from the elucidation of what service means, and then overview the study of Service Quality, Customer Complains, Customer Satisfaction and Customer Loyalty, which will be used in the model built in the thesis. Then the research on the relationship of above mentioned variables was overviewed totally. Finally, simple survey on the pass research was showed. The thesis established the Customer Satisfaction Assessment Modeling specially focus on Guangzhou Telecom Call Center, and also proposal the hypothesis mutual effect and relationship of each variable.The thesis also explained the generation of the modeling variables. After introduced the investigation object and sampling design, the questionnaire design and its content were described concretely in the paper. Then the text makes a synopsis elucidation on the data analysis method of this study.221 valid questionnaires were collected in three weeks out of 407 collected totally and 600 handed out, with effective returns-ratio at 54.30%.After collected the questionnaires, programming was used to put the original information to the SPSS analysis data. The data has been tested and in accordance with the general rule of construct validity and reliability. Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) were used to test the Service Quality Cause Modeling, and AMOS software was carried on to verify the mutual effect on the assumptive Structure Equation Modeling (SEM).The study shows that the model is good to explain and comprehend that how the service variables contribute to the Customer Loyalty through whole concerning on the mutual effect between the Service Quality, the Customer Satisfaction, the Customer Complains and the Customer Loyalty. Meanwhile, the limitation of this thesis and follow-up research were elucidated in the end.