Research, Customer Satisfaction Based On Brand Contact Points

With the continuous development of the marketing economic system in our country and with the entry of WTO, the market competition becomes more and more intense, especially in the mobile communication market. At the same time, modern enterprises have changed management philosophy from product orientation to customer orientation. Under such sever circumstances, it arises up new requirements to the management thoughts, management philosophy and management level. Customer satisfaction as a new typical management thought has been applied by more and more modern enterprises in our country. Improving customers' satisfaction and strengthening customers' loyalty have gradually become the most indispensable factors to obtain competitive advantages for modern enterprises.This paper is consisted of seven parts that are introduction, theories summarization, business development and competitive environment analysis of Union Communication Company in De Yang, investigation project of customer satisfaction, investigation result and analysis of customer satisfaction of mobile communication market in De Yang, methods to improve customer satisfaction and conclusion. Combining customer satisfaction theories and brand contact theories by referring so much relevant literature, the author makes research and reference on some classical customer satisfaction models in the customer satisfaction documents. Then the paper sets up a new customer satisfaction model and analyzes customer satisfaction of Union Communication Company in De Yang.This research has been done with convenient sampling method and random sampling method and close questionnaire. The author made an investigation on the point of customer satisfaction and products/services characteristics from both Communication Company and Union Communication Company in De Yang. Basing on the investigation, the author also has made statistic analysis and management analysis on 14 contact points about customer satisfaction with the method of brand contact point by SPSS software. A customer satisfaction model of mobile communication trade basing on the brand contact point was put forward toward mobile communication market in De Yang after referring and integrating the home and overseas research results. Comparing the situation of Communication Company and Union Communication Company in De Yang, this paper, at last, gives Union Communication Company in De Yang some suggestions of how to improve customer satisfaction and how to put it in practice.