The Study On The Customer Satisfaction For The China Mobile Service Hall In Guilin

Three major communication companies have a share of China's communication industry after three reshuffles.With the population and promotion of 4G technology in recent years,competitions in the communication market is more tough.In view of less differences among the three companies in technology and management,the service quality is the key to improve their market competitiveness for saving and increasing their customers.Facing the step of 5G technology,the research on the satisfaction of customer is to help enhance operators'competitiveness in communication market and to make a positive impact on the line.This paper takes a service hall directly under China Mobile in Guilin and makes a study on its service quality.First,the paper discusses the primary model of the satisfaction of customers at home and abroad in based on references and construct the indicator system of service quality for customers based on SERVQUAL.Second,the paper selects the China Customer Satisfaction Index Model(CCSI)constructed by Tsinghua University and combines the model with SERVQUAL to design questionnaire,which is the creativeness of the paper.Third,the author makes a practice by using the questionnaire for customers who ask for business in the service hall directly under China Mobile in Guilin,which of 631 copies have been taken back,and organizes valid copies from the part.On the basis of the data,the author makes a study on the satisfaction of through descriptive statistical analysis,correlation analysis and structural equation model.The outcome demonstrates that customers prefer reliability and effectiveness of the service quality,path coefficient is high and the reliability of satisfaction is average;customers with different backgrounds share different satisfaction;satisfaction and complaint perform positive influence on customer loyalty,so that both two factors should be considered;the brand image and customer expectations impact on the satisfaction,and the brand image makes an indirect influence on service quality that is not to neglect.In conclude,the paper gives four suggestions and measures to improve the satisfaction of service quality of the service hall directly under China Mobile in Guiling.These suggestions provide reference for other communication operators to enhance service quality.