Research On Improving Strategy Of Broadband Customer Satisfaction Of HY Company

With the rapid development of the communication industry,service quality and customer satisfaction have become key factors in the market competition of China’s communication industry.Due to a lack of technological reserves and experience accumulation,China Mobile lacks market competitiveness.Specifically,the number of customer complaints and repeated complaints remains high,and there is a significant gap in satisfaction compared to both friends,with low customer recognition and recommendation.With the increasingly fierce market competition,HY Company needs to continuously meet customers’ pursuit of high-quality products and service quality needs,in order to further enhance customer loyalty and satisfaction,and maintain market leadership.This article conducts a customer satisfaction study on home broadband customers in HY Company’s broadband business.Firstly,based on the actual situation of HY Company’s broadband business,the communication customer satisfaction index(TCSI)model is selected as the theoretical basis for this article.Then,a questionnaire survey was conducted and the four influencing factors of the TCSI model were validated through data analysis in the questionnaire results.The data analysis results indicate that the four influencing factors of quality perception,expected quality,brand image,and perceived value can all have an impact on customer loyalty and satisfaction.Subsequently,reliability and validity analysis were conducted on the survey questionnaire results,and specific indicators of each influencing factor were further elaborated and analyzed.Multiple regression analysis was used to verify the causal relationship between each influencing factor and customer satisfaction.After verification,the model was optimized.After analysis,it was found that "home wide internet quality" and "maintenance service" will have a significant positive impact on overall satisfaction.Finally,propose targeted improvement strategies to effectively enhance HY Company’s broadband customer satisfaction.