Dongguan Mobile Corporation Customer Satisfaction Case Research

Today, the economic globalization has been achieved, the enterprise which wants to obtain the survival and development, the customer satisfaction has been becomed one of the decision factors. As the customer satisfaction is the core of enterprise development strategy, which guides the enterprises to enhance core competitiveness, gain greater market share and profit. How do enterprises provide satisfactory products and services to customers is becomed the focus of attention. However, alongs with the global economic crisis, many enterprises are being bankrupted in2011. The telecom industry, which is patronized bythe policy of the country, is being faced with many challenges, output growth slowed sharply, lower profits, especially in the eastern coastal areas. Faced with the complex and volatile economic environment, telecom operators must change traditional ideas, enhance the level of service and keep good communication with customers, timely understanding of customer needs.Under the guidance of customer satisfaction research results at home and abroad, according to the characteristics of dongguan mobile communications market, this paper is proposed the customer satisfactionassessment model of dongguan mobile corporation, and verified by257examples of customer survey samples of dongguan mobile corporation. In order to effectively research diferent needs of different customer groups and different status of satisfaction, the students and the general customers are compared with the high-end customers in this paper, and according to the different needs of customers dongguan mobile corporation designs the corresponding characteristics of service products, realize the stable improvement of customer satisfaction, ultimately enhance the competitiveness of enterprises. To verify the feasibility and the applicability of the proposed customer satisfaction model, this paper constructed the corresponding institutions equation model, and using Spss and Lisrel analyze the various influence factors and path of the model. After the samples test, it owns good suitability of customer satisfaction model in this paper, we can find inadequate of the cuatomer service link in time and provide the corresponding improvement measures,and finally put forward the differential marketing strategy based on customer value, with higher customer satisfaction, the competitiveness of enterprise is being rised steadily.