Mobile Customer Satisfaction Research Based on Structural Equation Model- Sampling of Student from Beijing University of Posts and Telecommunications

This article studies the practical significance of Chinese Mobile operators improve customer satisfaction, conducts researches based on students of Beijing University of Posts and Telecommunications, identifies the impact of mobile customer satisfaction index and uses structural equation modeling to identify the key dimensions that have impact on improving satisfaction. The results show that sales promotions, such as freebies, coupons and raffle have a positive correlation with mobile customer satisfaction, and customers prefer freebies among all kinds of sales promotions. This study also finds that customers' personal values are positively correlated to sales promotions; however, there is no significant positive correlation between customer's personal value and mobile customer satisfaction.