Zigong Mobile Customer Communications Network Quality Satisfaction Factors Study

Since spun off from China Telecom,China Mobile has become one of the 3 largest mobile phone operators in China.China Unicom and China Telecom have the almost same financial and technical strengths as China Mobile's,so mobile market will be much more competitive.Many corporations regard customers as their important assets, and so take multiple measures to express their solicitude to customers,in order to rise the customers' satisfaction degree.China Mobile has to improve the comprehensive competition ability to meet the current developing status and trends.Though,the factors that impact the customers' satisfaction degree are various,author base herself upon the current work domaim,and only choose the factors of customers' satisfaction degree relevant to network correspondence quality.China Mobile Group Sichuan Company Limited is 100%owned by the parent company--China Mobile Communications Corporation.China Mobile Group Sichuan Company Limited owns 21 subsidiary companies.Zigong Mobile is one of them with a small customer scale and a small network scale.In recent years,Zigong Mobile ranked No.1 in the competition of network maintenance as well as many individual indices of network correspondence quality in 21 subsidiary companies.However,costumers are not fully satisfied with the service Zigong Mobile provided.This paper mainly studies customers' satisfaction degree of Zigong Mobile network correspondence quality, analyzes the key impact factors of customers' satisfaction degree,and finally,proposes some counter-measures and solutions to rise the customers' satisfaction degree.Firstly,based on the analysis of complains of Zigong Mobile's network correspondence quality in 2007 and the first 6 months in 2008,author thinks that Border Roaming and weak coverage are the key problems.Secondly,based on ACSI model and multiple-surveys,the customers' satisfaction degree of Zigong Mobile network correspondence quality was figured out.Therefore,author points that there are 2 key factors impacting customers' satisfaction degree of network correspondence quality:the first,physic problems of network correspondence quality,including strengths of single coverage,small area weak coverage,communicate qulity and GPRS applications;the second,services and communications with customers,including advertisements,service attitude and in time,professional responses.Finally,author raises some counter-measures and solutions to improve the service.This study is not only for improving customers' satisfaction degree of Zigong Mobile network correspondence quality,but also good for improving the overall services China Mobile Group Sichuan Company Limited and Zigong Mobile may provide.Furthermore,it's an inspiration for other mobile phone operators to improve the network correspondence quality.