An Research Of Influencing Factors Of Nanjing Undergraduate Communication Behavior Switching Trends Based On Customers Satisfaction

The concept of customers and users comes to be different. Users are all the people who are connected with the company through the Internet or digital media in the Internet age, even if he is not our customer at present and not pay anything for our product and service. Some companies have started to expand their user base before they make money from their customers, and it becomes a new direction of company market strategy. Combining the principle of “User first”, communications operators are required to take the user as the first consideration when they do everything. The transformation from valuing “the customer” to valuing “the user”, is necessary for operators in the digital age.The competition of three operators, China mobile, C hina unicom and C hina telecom will be further incandescence in the 4G era. Converting the user to the final customer needs to grasp and analysis the satisfaction degree and behaviors of the user, and do the corresponding work combining their own characteristics.Customer satisfaction has effect on user communication behavior switching trends.In the 4G era, it becomes more and more obvious that poor quality of communication service and slow internet speed would make students tend to switch mobile communication service provider. Unreasonable tariff structure has unconspicuous effect on students’ communication behavior switching trends. Because in fact communication service providers give a similar price after they do favourable activities. Failure of service, consulting and complaint will generate the tren. Especially in we media age, some communication tools such ad wechat and microblog have a quick speed. Inconvenient consumption would have unconspicuous effect on students’ communication behavior switching trends, and now three main mobile communication service provider have developed electronic channel and many theirs business halls in the universities. So it gives low influence on students.The images of company have obvious effect on the trends. According to the research, in 3G era the images of China unicom and China telecom increase quickly, but in 4G era the images of C hina mobile is better than the others. And many students will chose sim card of C hina mobile, even some users who already has sim card of other providers would consider to change sim card of C hina mobile which be covered with 4g after they run out of sim card money or agreement expiration.The meaning of the thesis is to establish a model, which not only gives a targeted research of mobile communication industry, but describes and explores the realtion between users’ satisfaction and user communication behavior switching trends aimed at undergraduates who consists a special consumer group. Its conclusion could help telecom operators to analyze reasons of user communication behavior switching trends, and then could carry out the work specifically with a purpose and improve market share.