An Empirical Research On Stress Transfer Of Customer Satisfaction

Customer Satisfaction is an advanced management assessment tool. We use it to analyze all factors which affect the degree of the customer satisfaction and obtain useful messages, and establish an index system of customer satisfaction from the messages. Then, we will use the index system to assess the management process and method of the enterprise, and propose pertinent solution to its problem. The application of Customer Satisfaction is helpful to improve the competition capacity of in markets of the enterprise and raise its management level.The degree of customer satisfaction is one of index measuring the sustainable development capability of the operators of CHINA MOBILE. It's an important guarantee for strategic goal of SERVICE FIRST to improve the degree of customer satisfaction. CHINA MOBILE has used the degree of customer satisfaction to evaluate the work of its subsidiary company since 2001, as to enhance its quality of customer service.However, the degree of customer satisfaction does not rise in the step with the increasing input of the service resource and the rising cost of service of CHINA MOBILE. The reasons are manifold. First, further service innovation is difficult for CHINA MOBILE, because the expectations of its customers have been rising in the step with the fast-followed new service methods provide by CHINA MOBILE as to seek the customer satisfaction and meeting. Second, the research on the degree of customer satisfaction is based on the customer's perceiving on the service provide by CHINA MOBILE, but the customer's perceiving can be affected by many factors. CHINA MOBLIE provides its customers with its service and product, and the customers perceive the service and product through the process of use, and the perceiving can be affected by marketing and public opinion. Therefore, the customer's perceiving could not be simply affected by the customer service process. It is not just the task of customer service department to better the customers' perceiving, but all departments of CHINA MOBLIE shall act in co-ordination from the need of client to solute the problem.The article reviews the development of customer satisfaction assess of CHINA MOBLIE, and analyzes its achievement on the basis of an in-depth understanding of principle of customer satisfaction model. And then, the article constructs a model of the stress transfer of customer satisfaction based on the index system of the customer satisfaction of CHINA MOBLIE. What's more, the article pursues an empirical research on the survey data of customer satisfaction of the subsidiary company of CHINA MOBLIE in some province. At last, the article advances some suggestion as to stress transfer of customer satisfaction, with a view to mobilize all resources of CHINA MOBLIE to improve its customer satisfaction, and bring about the customer-oriented company culture in CHINA MOBLIE.