The Shanghai Telecom Mobile Phone Customer Satisfaction & Loyalty Investigation And Analysis

In 2008 Shanghai Telecom Co., Ltd. obtained the 3G licenses which allowed it to enter the mobile phone market, that makes Shanghai Telecom becoming into a full-service telecom operator. Shanghai Telecom is a new player in the mobile phone business although it has comparative advantage in the wire-line market. There are two strong competitors in the same market, one is Shanghai Mobile Co., Ltd and the other is Shanghai Unicom. In order to enhance the comparative advantage, to build the core competitiveness, Shanghai Telecom should find out the Evaluation of consumer and its shortcomings.In this paper, We use Shanghai Telecom as the study object, and using the TCSI model to carry out the mobile phone customer satisfaction & loyalty investigation and analysis.The results show that, Shanghai Telecom mobile phone customer satisfaction index is much lower than traditional wired-line and broadband, a lot of high AURP customer has turnover intention. Shanghai Telecom was lack of concerning about those high-value customers in service and etc. The further analysis from products and services, we find many shortcomings in the specific business processes such as the package design, complaint handling, trouble handling. And we try to give some suggestions for Shanghai Telecom Co., Ltd. to enhance its competitiveness.