国内外手机顾客满意度比较研究——基于南京消费者的调研数据

The Comparable Research of Mobile Telephone Customer Satisfaction Based on the Investigation Data of Nanjing Consumer

采用因子分析法对影响手机顾客满意度的指标进行分析,构建了手机品牌满意度评价模型,并利用南京市场的调研数据,对满意度进行了比较分析。研究结果表明:影响手机顾客满意度的因子主要有企业形象、外观、服务、质量和价格5个因子,并以企业形象因子的影响最为显著;同时国外手机品牌的顾客满意度要好于国内手机品牌。最后,针对国产品牌手机的不足提出了相应的对策建议。

It uses the factor analysis method to carry on the index sign of mobile telephone customer satisfaction, builds the satisfaction evaluation model of the mobile telephone brand. Based on the investigation data of Nanjing market, it analyzes the factors of business enterprise image, external appearance and service. Among these factors the business enterprise image is the most prominent. The result shows that the customer satisfaction of the foreign brand mobile phone is better than the local brand mobile phone. It presents some suggestion for domestic brand mobile telephone.