Guangdong Water Utilities - Customer Satisfaction Study on Domestic Water Users in Guangdong Region
Company overview
Guangdong Guangzhou Water Utilities Co., Ltd. (hereinafter referred to as "Guangdong Water Utilities") was established in 2004 and is a large-scale water investment and operations platform directly affiliated with the Guangdong Provincial Government, under the Guangzhou Huihai Group. The company specializes in urban water supply and integrated water management, with business operations spanning water supply, drainage, wastewater treatment, and reclaimed water utilization. It aims to become a leading, internationally competitive modern water utility enterprise. Over the years, Guangdong Water Utilities has actively promoted technological innovation and management upgrades, serving users across multiple counties and cities throughout Guangdong Province, with over 5 million users served cumulatively. It is a key force in the Guangdong water sector.
Research background
With increasing competition in the Guangdong water sector and rising service demands, Guangdong Water Utilities faces the challenge of continuously improving customer experience, enhancing service quality, and strengthening customer loyalty. Customer satisfaction, as a key indicator of service quality and market competitiveness, has become the cornerstone of Guangdong Water Utilities' commitment to a "customer-centric" approach. This customer satisfaction study was initiated to systematically and objectively evaluate the current level of service delivery, identify genuine user needs and pain points, and provide robust data support for continuous optimization across multiple dimensions including customer service, brand image, and management systems.
Research scope
From June 2025 to August 2025, CEIDEA Research was commissioned by Guangdong Water Utilities to conduct this customer satisfaction study. Using a quantitative telephone survey method, the research will conduct comprehensive questionnaire interviews with domestic water users (including residential, industrial, and other water usage types), aiming to reflect the overall satisfaction and key expectations of the user group. Survey participants include all subsidiaries under Guangdong Water Utilities, with a total sample size of no less than 3,520 individuals, ensuring comprehensive coverage and representativeness. Additionally, three key subsidiaries were specifically selected for in-depth, targeted satisfaction surveys, each with a sample size of no less than 1,000 individuals, to more thoroughly capture the service needs and pain points of users in these key operations. This study will examine multiple dimensions including user service experience, perceptions of water safety, and customer care and response speed. By adopting stratified sampling based on administrative regions and water usage types, the study ensures a scientifically structured and credible sample, enabling a holistic and accurate customer satisfaction profile.
Expected outcomes
This customer satisfaction study is expected to provide Guangdong Water Utilities with a comprehensive, quantified assessment of the current state of customer service, deeply uncovering core user expectations and service gaps, and generating targeted improvement recommendations. The research findings will help Guangdong Water Utilities fully understand differences in satisfaction levels among various user types and geographic regions, and identify actionable improvement directions. As a result, the company will be able to continuously optimize service management across its entire provincial water supply network, strengthen customer loyalty, enhance its brand image, and provide reliable data and strategic guidance for future enterprise decision-making.
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