Secondary school student social survey report

On March 1, xx, the decision on the overall reduction of telecom tariffs was officially announced. Previously, the message that China Telecom will be “divided into three” has been confirmed by the Ministry of Information Industry. It can be expected that the focus of China Telecom under competitive pressure will gradually shift from the excess profits under monopoly to customer satisfaction. After the bottom line of the price war appears, providing better service than the competition will be the key to the company's occupation of the market. However, due to the intangibility and timeliness of service products, any service commitment is nothing but a good intention of business executives without feedback from users.

In order to assess consumers' satisfaction with telecommunications services and determine the factors that Beijing Telecom urgently needs to improve, Beijing Century Blueprint Market Research Co., Ltd. planned and implemented the "Beijing citizens' satisfaction survey on telecommunications services" in February xx. The study used telephone access to access 251 households with fixed-line telephones in Beijing using random dialing technology.

First, the user's overall satisfaction and progress evaluation of telecommunications services

“What is your overall satisfaction with the telephone service provided by the Telecommunications Bureau to your home?” Of the 251 respondents, 15.9% answered “very satisfied”, 48.6% answered “relatively satisfied”, and 35.1% answered “general”. Only one person was “not very satisfied” with the service, accounting for 0.4%. No respondents thought “very dissatisfied”. On the 5-level scale with 1 for “very satisfied” and 5 for “very dissatisfied”, the average satisfaction rate of home fixed-line users in Beijing for current telecommunications services is 2.199, which is close to “satisfactory”.
The overall satisfaction of respondents to the telephone service is as follows:

Satisfaction is very satisfied, generally satisfied, generally not satisfied, very dissatisfied

Frequency
39
141
61
9
1
251

percentage
15.5
56.2
24.3
3.6
0.4
100.0

Since the fixed-telephone service is only provided by Beijing Telecom, a subsidiary of China Telecom, in Beijing, consumers cannot compare the quality of service with competitors. Therefore, in the survey, respondents are asked to pay attention to the current quality of telecommunications services. Make a comparison. The data shows that 15.5% of respondents believe that the quality of service has “greatly improved”, 56.2% think “some improvement”, 24.3% think “almost”, and 4.0% think “some decrease” or “reduce a lot”. Explain that most consumers believe that the quality of service of Beijing Telecom is indeed improving.
The improvement in the quality of telephone service is as follows:

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The degree of improvement has been greatly improved, and some improvements have been somewhat reduced.

Frequency
40
122
88
1
251

percentage
15.9
48.6
35.1
0.4
100.0

Regardless of the different basis of the respondents' different time due to the time of telephone installation, it can be considered that the home users in Beijing believe that the quality of service of the telecommunications bureau is somewhat improved compared with the past. ", 5 represents a "lower reduction" in the five-level scale, with an average of 2.199. After considering the different installation time of different respondents, the relevant analysis found that the earlier the installation time, the higher the evaluation of the improvement of telecommunication service quality. This aspect shows that the quality of telecommunication service is increasing year by year on a relatively low basis. On the other hand, it also shows that users who install telephones in recent years have much higher requirements for services than older users. Consumers believe that the speed of service quality is slowing down, indicating that China Telecom still has a lot to do.
According to the survey, among the 251 households surveyed, 86.1% of them paid for their own money, 11.6% of the units were loaded, and the earlier the telephone installed time, the greater the proportion of units. Explain that owning telecommunications services has gradually become a must-have consumer item in recent years.
The way in which monthly phone bills are delivered has been a headache for consumers, and it is an important feature of the planning economy that the telecommunications sector maintains to allow consumers to queue up at a limited number of locations. The data shows that the monthly payment to the telecommunications bureau is the most important way of payment. The percentage of the selection is 52.6%. The proportion of “receipt to the bank collection point per month” is 30.3%. The proportion of deductions was 12.0%, and other payment methods accounted for 5.2%.
Respondents’ telephone bills are paid as follows:

Payment

The method is to pay the monthly fee to the telecommunications bureau to pay the monthly fee to the bank. The monthly payment is deducted from the deposit account.

Frequency
132
76
30
13
251

percentage
52.6
30.3
12.0
5.2
100.0

According to the survey, the average monthly telephone bill spent by the respondents in the past six months was 95.9 yuan, of which 15.0% were local calls and 85.0% were long-distance calls. Researchers believe that monthly fixed telephone charges, together with paging fees and mobile phone charges, have become an important component of urban household consumption, which contains great business opportunities.

Among the 251 households surveyed in this survey, there were 93 long-distance zero-time users, accounting for 37.1%. Relevant analysis shows that the education level of this part of the consumer is relatively low, and there is no significant difference in the monthly income and age of the family. Since the revenue of long-distance telephones plays an important role in the profit of telecom service providers, how to increase the consumption of long-distance telephones by users is of great significance to service providers including China Telecom. During the Spring Festival, China Telecom has greatly increased its publicity on the phone call of the New Year. It can be considered as another important marketing measure after the launch of the “Jiuzhou Night Talk” service based on nighttime call charges.

Relevant analysis shows that there is no significant difference in respondents with different telephone bills for overall satisfaction and improved evaluation of telecommunications services. It shows that the telecommunications bureau does “differentiate all users”. There is no difference in the evaluation of the satisfaction of users of different educational levels, ages and genders, indicating that the public's evaluation of telecommunications services is quite consistent. In the market economy environment, the strategy of service providers to implement preferential policies for large users is at least not currently used.
Second, the performance analysis of telecommunications services

The factor importance derivation model is an analytical model commonly used in the international consulting industry. It is based on sampling the consumer science to obtain representative results. The starting point for using this model for telecommunications service satisfaction research is that for consumers, their satisfaction with telecommunications services is determined by a combination of factors, they know which factors are important and which are not important, knowing themselves. What factors are satisfactory and which are unsatisfactory for a service; for telecommunication service providers, their enterprise resources are limited, and service improvement is subject to various factors. Therefore, among the many factors affecting customer satisfaction, it will be of great practical significance to judge which factors are urgently needed to be improved.

In this survey, four types of factors can be distinguished by respondents' importance and satisfaction evaluation of different factors of telecommunication services. First, factors that are urgently needed to be improved are important to consumers and satisfaction. The evaluation is low, including the price of the local telephone bill, the telephone installation time, and the accuracy of the bill settlement. The second is the factors that continue to be maintained, that is, important to consumers, and the satisfaction evaluation is higher, including call quality, maintenance speed, service attitude of maintenance personnel, convenience of payment time and place, and service of installed personnel. Attitude, service attitude of the fee-paying staff. Third, it is not a priority factor, that is, it is not important to consumers, and the satisfaction evaluation is low, including telephone monthly fee and domestic long-distance telephone price. Fourth, it is irrelevant, that is, it is not important to consumers, and the satisfaction evaluation is higher. There is no such factor in this survey.