ABSTRACT
Brand of the enterprise is a kind of long-term intangible assets. It directly influences the consumer behavior. Basing on the brand image to establish customer satisfaction is the effective way to gain a competitive advantage. However, Customer satisfaction is a subjective category, it depends on the comparison between customer expectation and the actual perceptions consumer brands produced. Therefore many of the theory and practice in the sights of the actual experience committed to how to improve the customers perceive and obtained many achievements. This article from another point of view to study how to customer expectations reasonably effective management, thus narrowing gap between customers and improve customer satisfaction.
This paper will take the China mobile company for example, Focuses on how to manage customer expectations， through ascension to narrow the gap between customers and customer satisfaction， and enterprise based on customer expectation theory should be how to narrow gap for achieving the customer value maximization goal to construct enterprise brand image. Based on customer expectation gap model， and the related theory of analysis results are as follows：(1) The enterprise brand image and product image by customer's expectation effect. (2) the customer expectation is double nature on the one hand it is enterprise attract customers， on the other hand it to the business activities of enterprises to establish a minimum standard of service. (3) customer expectation is to realize the key management， enterprise and customer information effectively communicate properly. Based on the above conclusions，China mobile customer expectation management problems， puts forward some specific Suggestions and strategies.
