Unicom forces consumer satisfaction and repeat Empirical Analysis of consumer behavior

Abstract: Ning college students into an example, the use of empirical analysis to explore the new forces Unicom customer satisfaction and repeat the relationship between consumer behavior in order to force operators of Unicom have some guidance and reference. The results show that the tariff structure, value-added services, consulting repeated consumer complaints that affect students Unicom forces greater impact factors; other services, security and consumer convenience is a small factor.

Keywords: Unicom forces, consumer satisfaction, consumer behavior

1 Literature Review
"Customer satisfaction" the idea from the 1980s, Scandinavian Airlines Sweden "service and management" point of view, they believe that corporate profit growth depends primarily on the quality of service is based on the 1990 service .20 win's, customer satisfaction strategy in the new international marketing strategy came into being, its main idea clearly pointed out to meet the consumer product Development, product pricing, sales distribution and after-sales service four-point demand. Specifically, the "customer satisfaction" business Development and promotion, first in 1986, Honda of America, by J. D. Power, institutions, please objective of "customer satisfaction survey" In 1989, Sweden introduced the Americans invented the CS index system, the establishment of a national CSI (Index Customer Satisfaction Index, the country in order to understand the customer satisfaction of various commodities conditions. Then, in 1990, the consortium in Japan Honda, Nissan corporate, Japan Management Association to conduct an objective institutions to the popularity of CS operations and support activities.

In GB / T 19000 - 2000 <<Quality management systems - Fundamentals and Terminology>> in the "customer satisfaction" means "the customer requirements have been met to their level of experience." In the evaluation of customer satisfaction, different scholars have different view. Some scholars believe that customer satisfaction is an overall, general concept of addition, some scholars think that customer satisfaction is a measure of the degree of multiple items, the comprehensive measure of satisfaction is a multi-level, that is multiple items to measure satisfaction, and pointed out that the measurement of customer satisfaction due to industry or the object of study vary, while this article customer satisfaction is the customer for the new forces currently Unicom is expected to meet the service level of experience, is Unicom forces the evaluation of the service itself.

1.1 Customer Satisfaction American theories and models related to the University of Michigan Business School professor, CFI International Group chairman, Professor Fu Neier founded the "American Customer Satisfaction Index (A.merican Customer Satisfaction Index, referred to as: ACSI) system" to We provide a measure of the overall socio-economic Development trend of macro-and micro-enterprises overall business situation, a powerful business decision support tools. Crotts John C, Mason Peyton R, DavisBoyd of guest satisfaction and pleasure were measured, it is a quantitative method of application analysis, the authors believe that this method provides both efficient and effective means to determine who makes the production of satisfied customers will come back, but also recommend other people to establish the company's competitive position. The temperature of the domestic Ali, Zhou Li BP neural network comprehensive evaluation of supermarket customer satisfaction research and analysis of customer satisfaction and the relationship between the various structural variables. Zhangcui Lin draw on Maslow's hierarchy of needs theory, its application to supermarket customer needs analysis, the proposed supermarket customer hierarchy of needs model. In Hillsborough, Chen Liqing for the services of the nature of the special characteristics and make for effective service recovery, service to help companies reduce losses caused by failure to rebuild corporate image, to restore lost because of dissatisfaction with the consumers, enhance consumer are satisfied.

At present, China's domestic market analysis and customer satisfaction research only stay in the qualitative level, the lack of a rigorous, convincing quantitative analysis.

1.2 Empirical Study of Factors affecting customer satisfaction
Currently there are several strategies used in industry to consumer satisfaction in its management, including real estate, automotive industry, and some non-profit libraries, hospitals, schools, and in the documents related to communications services, have the following empirical research:
Huzeng Hui, Zhao Ying, Tang Xueyu using factor analysis on the impact analysis of mobile phone customer satisfaction indicators, build a mobile phone brand satisfaction evaluation model, and the use of the Nanjing market research data, a comparative analysis of satisfaction. Lili Chun by commercial retail business analysis of the status of customer satisfaction, the system put forward the retail business and customer satisfaction evaluation of the contents of the indicators and proposed methods and measures to improve customer satisfaction.

Howard, Lu Mei, Zhang Famin to mobile communications industry, for example, through empirical analysis to identify service quality, customer perceived value, service recovery and other variables on overall customer satisfaction and loyalty mechanism, as proposed on theoretical research and valuable information about business practices.

Zhou Huafeng, Yuan Lei from China Mobile Communications Business of practical significance to improve the quality of service proceeding, the use of abstract service blueprint technology impact indicators of the quality of mobile communications services and the empirical study results show that consumer satisfaction with the quality of communication over high, the customer account opening process, payment process and customer service center service satisfaction are significantly affecting the quality of service for mobile communications customers overall satisfaction, the study also showed that the higher the level of service outsourcing, customer satisfaction the lower the level, operators should carefully for outsourcing.

Chen Li, Zhou Hongcheng of China Mobile, "M-Zone," the main effect has been described, combined with survey data, the consumer, "M-Zone" in all efficacy and overall satisfaction with satisfaction the results of a detailed analysis and the use of SPSS statistical Software in the linear regression model to carry out further analysis to identify the "M-Zone" The main effect of overall satisfaction with consumer-related effects between, for enterprises to provide ideas to improve customer satisfaction.

To sum up, whether foreign or domestic, consumer satisfaction research in theoretical models, empirical analysis has made great achievements, in terms of foreign, mainly in its research and innovation theories and models, and for domestic will focus on qualitative analysis and its practical application, the communications market for college students is rare empirical analysis this paper to Xianning college students, for example, through the use of questionnaires to collect data and hypothesis testing methods, using statistical analysis techniques to explore the new forces Unicom Satisfaction of college students repeat the impact of consumer behavior in order to force operators of Unicom have some guidance and reference.

2 Study Design

2.1 Based on the above studies assume that research results in this paper that customer satisfaction and repeat customers is a positive correlation between consumer behavior relationship, the customer satisfaction that the tariff structure is divided into five dimensions, service assurance, value-added services, consulting and complaints consumer convenience, etc. to study the various dimensions of consumer behavior on the relationship between repeat customers, and to study the relative impact of each dimension, and hence we propose the following hypothesis:
H1: tariff structure of the duplication of spending tend to have positive effects,
H2: Service Assurance for repeated consumption tend to have positive effects,
H3: value-added services to the duplication of spending tend to have positive effects,
H4: Consulting repeated complaints to the propensity to consume has a positive impact,
Hs: consumer convenience of the duplication of spending tend to have a positive effect.

2.2 Scale Development Based on these assumptions, our measure of variable project design, questionnaire a total of six variables, 17 metric projects, illustrated in table 1, we also use common Likert scale score of five to design questionnaire.

2.3 Variable test before the formal investigation the author of 381 college students conducted a pre-survey and the use of pre-test questionnaire SPSS17.0 software for validity and reliability of the inspection, remove the factor loading less than 0.5, key issues within the correlation coefficient is less than 0.5 part of the problem items in the final formation of a formal questionnaire, the tariff structure (a = 0.700 contains 3 items, services, protection (a = 0.705) contains two items, value-added services (a = 0.741) contains 4 items, consult complaints (a = 0.783) contains four items, consumer convenience (a = 0.660 contains two items, repeat consumer behavior (a = 0.890 contains two questions entries.

2.4 Sample and data collection This study used a questionnaire in person to investigate the way in school dormitories and classrooms and other places randomly selected students fill out questionnaires on the spot survey questionnaire to get the original data survey is Xianning Xianning College and the College of Education students. In this study, in September 2009 a total of 400 questionnaires distributed, 381 valid questionnaires were returned was 95.25% in these 381 samples, 52.23% of the research object is male, 47.77 percent are women, Judging from the year of study, students accounted for 28.35% freshman, sophomore accounting for 44.62%, third year students accounted for 22.57%, accounting for 4.46% senior students take special note that, due to senior students have been out most of practice, which sample was relatively small.

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2.5 full scale reliability and validity can be seen from Table 2, all variables within Cronbach 'sa coefficient from 0.660 to 0.890 between the various variables that are more reliable measure, while the overall Cronbach'sa coefficient is 0.736, greater than 0.7, so data can enter the next phase of analysis.

On the validity of the research questionnaire design, mainly in the understanding of the relevant research literature, based on small samples and conduct preliminary tests to confirm the feasibility of the questionnaire before the official questionnaires, statistical analysis, so the questionnaire content validity testing of highly available. In addition, for all measurement indicators, with the measurement of factors, including the smallest correlation coefficient is 0.644, in 0.644 above, it shows strong construct validity. test results in Table 3.

3 results

3.1 Descriptive Statistics First, look at the personnel surveyed the consumption in the survey of 381 college students, the monthly consumption of 20 yuan for 12.60 percent, 20 to 50 yuan to 63.52%, 50 to $ 80 to 23.88%, 80 yuan more than 0%, the percentage can be seen from the above, there are calls for more than half of college students spending 20 to 50, and 20-80 yuan for 87.4%, share absolute position of more than $ 80 to 0, shows that consumption of the current students of the bill is not in a very high level, can be said that even at a lower level. Second, the impact of new forces students to repeat the selection of Unicom five elements of the minimum, maximum, mean, standard deviation show some differences, as shown in Table 4. consumer convenience of the highest mean score, indicating that consumers are currently the most convenient area is relatively satisfactory, but the standard spreads that show the highest degree of dispersion is the largest, indicating that the current consumption of convenience for the evaluation of satisfaction with the polarization that may be in a particular area and customer base in the emergence of a different evaluation, consulting the mean second complaint , fourth standard deviation, indicating that consumer complaints on the consultation satisfaction is secondary to consumer convenience, but the customer's evaluation is consistent, value-added services mean satisfaction ranked third, but the degree of dispersion is the smallest, indicating However, the level of customer satisfaction in the middle of its customers feel is the most consistent, the service guarantee mean fourth is relatively backward in this regard that customer more satisfied, but the standard deviation describes evaluation of a second polarization , the mean minimum tariff structure shows the five factors in affecting the rates are the most satisfied customers, and the third shows its standard deviation is more consistent customer reviews of.

3.2 Hypothesis testing In order to test and confirm hypotheses, we first conduct a correlation analysis: a new force of college students choose Unicom communications operator with the choice behavior of the five elements of the correlation coefficient between the Table 5.

We believe that force students to repeat the selection Unicom new behavior is the dependent variable, tariff structures, service assurance, value-added services, consulting complaints, consumer convenience of the five elements as independent variables from Table 5 can be seen in the significance level a = 0.01 in the case, according to the size of the correlation coefficient shows: value-added services to .494, the tariff structure for the 0.460, 0.400 consult complaint is the service guarantee for the 0.329, consumer convenience is 0.324. which visible: tariff structure, value-added services, consulting consumer complaints that affect the students repeat the larger forces of Unicom New factors, including value-added services, followed by the tariff structure, and finally consulting complaints, security and other services, consumer convenience is a small effect factors.

Here we use regression analysis to determine the five repeated measurements factor of college students choose the degree of influence Unicom forces results in Table 6 and Table 7.

According to table F = 31. 626, Sig = 0.000, shows that F-test passed, regression analysis has significant meaning that the return effect is more significant. Also known R2 = 0.297, adjusted R2 = 0.287, shows that independent variable and dependent variables close higher degree of independent variables can be used to explain the dependent variable.

Determine whether to establish a hypothesis based on the value of positive and negative regression coefficient and significance test results. If the coefficient by the significance test, and the positive (negative, then the two variables are (negative correlation, if not by the significance test, whether positive or negative, were indicative of no relationship between two variables. It can be read out in the significance level a = 0. 01 case, assuming that H1, H2, H3, H4 and Hs was established, indicating the tariff structure, and value-added service factors and consulting complaint factors on the students to repeat the selection Unicom forces a significant effect, while service support, the role of consumer convenience is relatively weak.

4 Conclusion

4.1 Data Analysis Based on the above findings, we can see the tariff structure, value-added services, consulting repeated consumer complaints that affect students Unicom forces greater impact factors, including value-added services, followed by the tariff structure, and finally consulting complaints, security and other services Consumer convenience is a small factor.

4.2 Limitations and future research articles on consumer behavior repeat customers various factors were analyzed for the new force communications operators Unicom has a certain reference value, but due to various conditions and the level of restrictions, there are still some deficiencies in papers Office:
1) The design of the questionnaire content and structure of the statement should be improved in order to improve the accuracy and comprehensiveness of the test, the choice of personnel on the questionnaire that there are some uncertainties, the survey also inevitably lead to unstable and uncertain factors that affect the findings of the absolute.

2) This article is only five customer satisfaction dimensions selected to study consumer behavior repeat customers, and customer perceived value, switching costs, customer confidence will also affect customer satisfaction and repeat customers to the relationship between consumer behavior, this These factors do not fully taken into account at the same time, specific projects for each dimension in the selection and use may exist in its incompleteness and uncertainty.

3) This sample size is limited to Xianning several universities, it is subject to certain special conditions Xianning its impact, therefore, whether the findings apply to other areas of the students need to be further verified.

In future research, you can choose more and more comprehensive factors that affect customer spending and repeat for each variable for a more detailed decomposition and variable expansion, go from a variable to explore different aspects of consumer behavior repeat customers relationship also be used for more extensive research on the assumed model is more detailed, comprehensive verification, to test its applicability in different regions. In addition, customer satisfaction and repeat this for the study of consumer behavior research is a static However, new customers and Unicom forces between operators is a dynamic process of Development, as time passes and experience, and increase consumer satisfaction will change, recommended that future research can also introduce dynamic observation point of view, customer satisfaction continuous observation, to examine the various factors on the behavior of customers to choose the role of development and change, in order to more full range of customer satisfaction and repeat customers are given the relationship between consumer behavior more appropriate to judge.

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