Research On Promotion Strategy Of Broadband Customer Satisfaction About China Unicom W Branch

Since the 12 th Five Year Plan,with the implementation of the broadband China strategy and the promotion of the "double g and double lifting" work plan by the Ministry of industry and information technology of the people’s Republic of China,the communication industry has actively responded to the call for speed and cost reduction,and the development of China’s Internet broadband industry has entered a new stage.At the same time,due to the increasing homogeneity of broadband services and services of the three major operators and radio and television networks,the competition in broadband market is increasingly fierce.Customer satisfaction is also becoming an important indicator of the development of enterprises.Therefore,the research on broadband customer satisfaction of W branch of China Unicom can understand the current situation of customer satisfaction and provide scientific theoretical support for the company’s decision-making.And put forward targeted optimization strategy,help to enhance customer stickiness,enhance the overall strength of enterprises.In addition,it can also enrich the theory of satisfaction and provide reference for other industry satisfaction research.This paper expounds the theory of customer satisfaction,analyzes the broadband customers and their satisfaction status of China Unicom W Branch,and on this basis,constructs the theoretical model and evaluation index system of broadband customer satisfaction of China Unicom W Branch.The first level index of broadband customer satisfaction is divided into five second level indexes and 14 third level indexes.Then the questionnaire was designed and the results were analyzed by SPSS 22.0 software.Through the analysis,we can see that China Unicom W Branch has a large improvement and improvement space in the overall level of broadband business,in which product quality and service perception are the key indicators to be improved.Finally,the paper puts forward improvement measures for broadband customer satisfaction of China Unicom W Branch from five aspects: product quality,perceived value,service perception,corporate image and customer complaint.