Survey And Influencing Factors Analysis Of Undergraduates' Satisfaction With Mobile Communication Services

With a solid development foundation and good development prospects,driven by the rapid development of economy and science and technology,China's mobile communications industry has taken on a new development outlook and has gradually become an important part of China's national economic development.However,with the continuous improvement of competition,the development of the mobile communication industry has reached a mature stage,and the improvement of pure product quality has not been able to meet the higher demands of users.Therefore,the improvement of service quality in many aspects is crucial.As a huge market with a large number of consumers,who with similar characteristics,consistent needs and strong acceptability,it can bring huge benefits to operators.At the same time,as a city with the largest group of college students in the country,Wuhan has a huge demand for campus services.Therefore,it is more extensive and representative to select the Wuhan university student group for the campus mobile market research.We use a combination of theoretical research and empirical research to develop this article.Firstly,by reading a large number of documents related to mobile communication services,We qualitatively explore the market share of the three major operators and overall user satisfaction;Then the corresponding theoretical basis design questionnaire is used to deeply study the influencing factors of user satisfaction and the relationship between loyalty and satisfaction.Taking Wuhan university students as the research object to obtain effective data,I refer to the predecessor theory using contingency table analysis and binary selection model analysis to initially explore the relationship between user characteristics and satisfaction,and then establishing the structural equation model to verify the relationship between product quality,service quality,tariff factors,relationship quality and service information system knowledge.Through the empirical research in this paper,it is found that the user satisfaction of college students is related to the gender,education level,monthly consumption,monthly call fee and selected operators of college students.In the investigation of the factors affecting the satisfaction of college students,we found that among the influencing factors of user satisfaction,ranking from strong to weak according to the impact effect is product quality,service quality,tariff factor,information system.And there is a obviously positive correlation between them and user satisfaction,that is to say,the better the product quality,the higher the service quality,the higher the tariff level(mainly low fees,accurate billing,flexible packages),and the better the information service system,the higher the user satisfaction.At the same time,the customer satisfaction is significantly positively correlated with customer loyalty,which means that the more satisfied the user is,the more likely he or she is to become a loyal user.Finally,according to the research conclusions of this paper,some reasonable suggestions are put forward on how to improve the service quality of all aspects of mobile communication,improve user satisfaction,and then increase user loyalty.