Customer Satisfaction Analysis And Countermeasure Of China Mobile Co., Tianshui Branch

In the recent years, Chinese telecommunication industry experienced the fast development and dramatic change. At the same time, in order to break through the monopoly in the telecommunication industry, the nation has introduced competition system, the original enterprises have been decomposed and regrouped for many times, many telecommunication operation companies were founded successively, the market competition becomes abnormally intense. Especially in Mobile Communication field, with the gap between telecom operators shortened, the value of ARPU declining, the service becoming more and more homologous. The Chinese mobile communication market is changing from rapid growth phase into a stable growth stage now, The focus of an enterprise marketing effort is not only to attract customer, but also to maintain customer and keep customer. However, the key to realizing this purpose is to make customer satisfactory, create loyal customer and acquire the lifelong value of customer.In this paper, SPSS 16.0 software to analyze the results of user surveys. The Variance analysis is main way to research the relationship between the customer characteristics and customer satisfaction. The customer's gender, geography and the brand have significant impact on customer satisfaction and the age factor has not significant impact on customer satisfaction. The customer expressed the lower satisfaction in the "tariff" and "data business" "consumptive information" of these three business processes when we do the Relate analysis. This paper puts forward the countermeasures on how to improve customer satisfaction with customer different gender, geography and brand. At the same time, this paper puts forward the countermeasures on how to improve customer satisfaction through improving the "tariff" and "data business" business processes.This paper is also provide related countermeasures on how to improve customer satisfaction through enhance the strategic objectives of management, human resources management, the establishment of CRM system,, improvement of the quality of internal service management.