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Guang'an, Sichuan Branch of China Mobile Customer Satisfaction Research

Author: LiuMing
Tutor: HouLun
School: University of Electronic Science and Technology
Course: Business Administration
Keywords: mobile communications customer’s satisfaction business process China Mobile Co.,GuangAn Branch
CLC: F626;F224
Type: Master's thesis
Year: 2011
Downloads: 146
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Abstract

With the completion of a new round of restructuring and issuance of 3G licenses, the telecommunications industry was transformed from a "5 +1" to the " three companies " ,it has formed China Mobile, China Telecom, China Unicom in the network size, user size, total assets and the market situation, the three companies have become the situation of considerable strength,so "the Three Kingdoms" era is upon us.In the new background, a significant reason why the market situation is changing , on the one hand, with the country’s economic development and social progress, more and more popular communication products are around of us, so the market space is growing; the other hand,in the new competitive environment, the market has undergone two significant changes. The first ,with the growing popularity of 3G applications, the user has not satisfied the demand for 2G networks;the second, full-service carriers have led to the pattern of market is changing .In this situation, the operator’s network quality gap is gradually narrowing, the ARPU value is declining and the business is becoming homogenize;at last, as new customers have become more and more low-end users, as well as competitors in the terminal and the network continues to improve, the stability and maintainess of the stock of the user becomes more and more important. According to some survey results, the cost of the development of a new user is more than 5 times to maintaining old customers. In this case, the operator’s core competitiveness is not the products, promotions and offers, but to provide differentiated services, because the most important purpose is to satisfy the customers and retain the them.This research uses the general evaluation model Satisfaction Index ACSI of the telecommunications industry to explore the establishment of "Guangan mobile customer satisfaction index system”which is based on the mobile communications industry trends, the characteristics of Guangan city’s market and customers and the pre-evaluation questionnaire survey of multiple screening evaluations. According to this index system, with interviews by interception and SMS dates, there are three specific conclusions: (1) Mobile has a strong advantage in the customers’comprehensive satisfaction according to the investigation and of the customers’evaluation of the mobile communication products and services.(2) Through the research of the customers’evaluation about the mobile communications industry in the pre-sale、the sale、after the sale, we found that although the Mobile have certain advantages in some of the major business , the advantages are shrinking, especially in network ,and other aspects of new business which have a large gap between the assessment objectives of the parent company.(3)According to the investigation of the impact of customer satisfaction with the sub-business processes, that is three indicators related to specific service issues, we analyzed the real causes and reasons of customer satisfaction rating about the two indicators and found the disadvantages.Based on the analysis of the above three issues, this study not only suggests how to improve the satisfaction of the customers, but also provides experience and theoretical summary for related industries to enhance the customers‘satisfaction.

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