Impact Factor Of The Mobile Phone Customer Satisfaction Research

Along with the development of mobile telephone's market, the industry of mobile telephone is becoming one of the most important supports of the national economy. In the intense market competition, it is very important to the enterprises of mobile telephone that they must think much of the satisfaction and loyalty of the customers in order to achieve the dominance in the telephone market.Based on analysis of plenty of former theories about customer satisfaction and loyalty, the article conceives a conceptual model of customer satisfaction and loyalty from the point of view of customers. In order to check up this model, the article designed the questionnaire targeting at the customers of mobile telephone and gained the first-hand newest data from market research, so we could find some factors which have effect on customer satisfaction and loyalty by analyzing these data.The first part of this paper answers the question of why should we research on customer satisfaction and loyalty from the backgrounds of customer theories and industries.The second part mainly studies plenty of former theories about customer satisfaction, customer loyalty, customer satisfaction index models and production of customer satisfaction in the mobile phone industry.The third part designs the conceptual model based on reading correlative literatures and analyzing the character consumption of the mobile phone customers. The model consists of six essential factors: corporation image, customer expectations, perceived quality, perceived value, customer satisfaction and customer loyalty. The paper also designs the specific indices for these six factors based on our initial investigation in this part.The fourth part is mainly about the formal investigation demonstration researching. Firstly, the article test the descriptive statistics of all the six main factors of our conceptual model using SPSS 10.5 against the gathered data, and then this article studied the importance of satisfaction factor, the influence of satisfaction toward loyalty and the interest of different customers, etc.The last part concludes this article. The following valuable conclusions are generated from the above analyzing: The factors of mobile phone customer satisfaction are products core value, image, after service and produces appearance; the factors of customer loyalty are image and produces appearance; the level of mobile phone customer satisfaction is lower; the behavior of consuming about mobile phone customer is rational.