Study On Customer Satisfaction Of China Mobile ZH Branch

The official announcement of TD-LTE license entitlement to China Mobile, China Telecom and China Unicom in December 2013 by the Ministry of Information Industry will certainly aggravate the competition in the 4G market. The gain of more 4G market share has been urgent goal for all three service providers. The 4G license entitlement implicates both challenges and particularly opportunities for China Mobile. The good news is China Mobile can alleviate its heavy loss of data service customers in the 3G market accumulated through years of 2G service. China Mobile will now position itself in the same start line of data service with its battling rivals. However, the dramatic changes driven by information and internet technologies motivate new customer needs and generates various business models. Being constantly sensitive to customer needs becomes top priority in a fiercely battled telecommunication market.Therefore, this thesis proposed solutions to improve customer service and satisfaction in a 4G business environment by discovering operational issues using customer satisfaction survey. The current operation and issues of 4G business of ZH mobile company was studied by conducting undercover visit, anonymous calling, in-person conversation and other investigation tools in its branch stores in various counties. With first hand results, practical and effective development strategies were proposed to meet customer needs. The core business of ZH mobile company includes voice service, data service etc., which enables the establishment of GSM, M-Zone, ’and’, EasyOwn and other brands. The value and belief of ’Communication Starts with Heart’ prompts the company to provide whole-package solutions to mobile communication services.This thesis started with an overall review on the theory, methods and historic development of customer satisfaction, supported by an analysis of ZH mobile company. Then different customer satisfaction models are reviewed and discussed, combined with localized models based on business characteristics. Following that, a reliability and validity analysis was conducted by investigative survey using anonymous calling and surprise inquiry. Finally, Customer satisfaction improvement strategies were proposed based on data analysis. Theoretical framework of customer satisfaction evaluation for customer stores was established after investigative study of ZH mobile company, and pragmatic solutions to store management were also proposed.