The Analysis Of Customer Satisfaction And Its Influencing Factors

Along with the universal application of broadband technology and rapid increase of broadband users, the market of broadband services has gradually developed into an emerging market which has great potential in China. Although the current broadband services to some extent is still monopolized by the government, with the gradual deregulation of the telecommunications industry, more and more broadband services providers (or internet services provider, ISP) will participate in the competition, for the administration of the telecommunication is becoming more and more lax, which leads to increasingly fierce competition in the market, and the profit margin continues to be lower and lower. Facing with such serious competition, how to attract the new customers while keeping the existent ones is the principal task for the broadband services providers.The thesis is structured as follows: Firstly, based on the review of the literature, the thesis has constructed five models which variables affect each other, including the broadband service quality, broadband product quality, perceived value, customer satisfaction and customer loyalty; Secondly, by collecting and statistically analyzing 491 questionnaires from the broadband services users ,who live in the eight primary districts of Beijing city, we get the data of demographic variables, broadband service quality, broadband product quality, perceived value, customer satisfaction and customer loyalty. In virtue of statistical software of SPSS 13.0 and Amos 4.0, the primary quantitative research methods, including descriptive statistics, factor analysis, reliability test, SEM, are used in this study. Finally, based on the results of empirical analysis, this thesis provides the targeted broadband service development strategies and marketing proposals for the proposed broadband services providers.The main conclusions can be briefed with the following points: In the broadband services industry, customer satisfaction is the key factor for customer loyalty. Broadband service quality, broadband product quality and perceived value have an insignificant influence on customer loyalty. Broadband service quality, broadband product quality and perceived value have a significant influence on customer satisfaction. Broadband service quality and broadband product quality have a significant influence on perceived value. Broadband service quality, including four key elements: service quality after accepting the case, environment quality of business hall, service quality of payment, service quality of shop assistants.