Research On The Evaluation And Promotion Strategy Of3G Customer Satisfaction Of Shandong TELECOM

During3G, the development of the telecommunications industry has brought the hugemarket opportunity, but also a profound impact on telecommunication enterprise operationmanagement mode and market pattern. With the further development of market economy andtechnology, affected profoundly by the subversion of the Internet, telecommunicationsindustry will inevitably to a more comprehensive and competitive era. In the future, no matterhow technology changes, take customer satisfaction as the center of business strategy, it willbe necessary to telecom operators rely on market development strategy.On the basis of literature research, this paper reference to relevant research results andexpatiate on Shandong telecom3G business on the basis of the status quo, this paper based onthe idea of empirical research, with a mature Customer Satisfaction Evaluation model as aresearch framework, based on empirical survey data, build the Customer SatisfactionEvaluation model with quantitative equations of Shandong Telecom3G users. This study,the Telecom3G users of six cities in Shandong province as the research sample, obtainsatisfaction data by means of questionnaire investigation. Using the mathematical statisticsanalysis method, the study founds that:First, verify the main factors influencing the customer satisfaction for the customer arePerceived Quality, Expected Value, Brand Image, Customer Value, Customer Loyalty, etc;And determining the influence degree of various factors on the customer satisfaction level,this study established the customer satisfaction index measurement telecom3G users thenumber of equations.Second, based on the empirical results, Shandong Telecom’s3G users to feel satisfiedwith Telecom3G services. In the various factors that affect customer satisfaction, ShandongTelecom service quality, brand image has a higher overall satisfaction level; the attitude thatShandong telecom3G users continue to use3g services is higher than the overall level ofsatisfaction. Based on the openness of the surveyed object, this study summarized Telecom3G users’opinion and suggestion for the current service. Third, Shandong Telecom should take a series of measures to improve the satisfactionlevel of3G users, such as: innovative products and services, enhance customer perceivedvalue; attaches great importance to the quality of network construction and network qualityimprovement; construct service means that matching needs of customers and improve servicequality; attaches great importance to the customer complaints, establishes the service recoverysystem strategy of3G users.In theory, this paper enriches the theoretical system of customer satisfaction andproviding the construction of a customer satisfaction measurement model. In practice, thispaper studies the Shandong Telecom3G users of customer satisfaction, and put forward thecorresponding Suggestions, help to improve the satisfaction level of3G users, and improvemarket competitiveness of Shandong Telecom.