Customer Satisfaction Study Of 4G Package Of China Telecom Shihezi Branch

With the pilot implementation of 5G communication technology and the continuous maturity of 4G communication technology,the competition in the mobile communication market is more intense,the market environment is complex and changeable,and the customer demand is more diversified and personalized.Any operator can only analyze the market environment from his own perspective to formulate the company’s development strategy.With the large-scale popularization of intelligent terminals,the continuous speed-up of network broadband and the landing of various tasks of "speed-up and fee-reduction",mobile Internet services have shown a spurt of growth in a few short years,directly impacting traditional telecommunications services and driving the value of the telecommunications industry to shift to mobile data terminals.Under this development background,how to improve customer satisfaction and foster customer loyalty has become the key for current operators to develop 4G service packages.Based on 4C theory and customer satisfaction theory,this paper analyzes and discusses Shihezi Branch of China Telecom on the basis of analyzing the development trend of China’s communication industry.First of all,it analyzes the overall business development of the communication industry in Shihezi area,and summarizes the current development and existing problems of 4G package business in Shihezi Branch of China Telecom based on interviews and questionnaires.It is found that the development of Shihezi Telecom’s 4G package service has many problems,such as few 4G package products,high package service,poor service quality of business hall staff,single marketing method,and mostly customer feedback problems.Secondly,the index system of customer satisfaction is established,the index weight is determined by AHP,and 195 valid questionnaires are obtained through field investigation.Finally,it evaluates the customer satisfaction of Shihezi Telecom 4G package service from five aspects: customer expectation,perceived quality,perceived value,customer satisfaction and customer loyalty.The research draws the following conclusions:(1)Most users of the research group are basically satisfied with the 4G package service offered by China Telecom Shihezi Branch,accounting for about 55%.However,the proportion of customers with high satisfaction is 22.1%,and the overall fluctuation range and frequency are relatively high.At present,Shihezi Branch’s 4G telecom service’s comprehensive service satisfaction is still far from the customer’s expectation,and further improvement is needed to stabilize the customer.(2)The 4G package service of each telecom business hall in Shihezi is similar,and the satisfaction degree is basically kept between 0.5 and 0.6.The formulation of package service content does not significantly improve the customer satisfaction degree.(3)Customers who frequently use 4G packages will have higher requirements for package services,and customer satisfaction is closely related to customer expectations for package services.(4)Shihezi Branch of China Telecom has a high customer loyalty(0.152)in the 4G package service.Due to high expectations,customers’ perceived value(0.081)of 4G package service is lower.Based on the above conclusions,this paper aims at the problems existing in satisfaction of 4G package in Shihezi Branch of China Telecom,and adopts corresponding strategies from the aspects of service,product pricing,publicity channels and maintenance,etc.,which are guaranteed by the internal management system of the Branch,customer service guarantee,infrastructure construction and resource construction,etc.