| In 21 century, though the global telecommunication industry isdepressing continuously, the telecommunication industry of our countryincreases year after year at the speed of more than 15% for every year. Thetelecommunication industry of China is being gone through the reformdeveloping stage, from monopolizing to the competition, moves towardsserving from only produced, from paying close attention to the quantity topay more close attention to quality.With the quickening of the operator's internationalized process oftelecommunication of our country, and the participation deeply in thecompetition of the world; improving the key competitive power becomes thefocus that enterprises pay close attention to. Serve, as a kind of resource, akind of strategy, are playing a more and more important role intelecommunication operation developed.1.Background of thesisFour major windows complete the services of customer of the mobilecommunication Company of Jilin Province: the first, 1860call center; thesecond, business hall; the third, general sales; the last, senor sales. Customerservice center or 1860 call center undertake a large amount of business workof consultation, play an important role among service system in the wholecustomer structure.At 2004 working conference, China Mobile's group proposes "ChinaMobile will turn from scale type development to the scale merit typedevelopment, to be a benefit type enterprises". If realize this goal, enterprisesmust regard becoming more meticulous as the direction to innovate, establishwhole innovative consciousness, launch the work of innovating solidly.Under such background, the customer service center understands the spirit ofthe Group Company and province company deeply, study the marrow of themanagement innovation conscientiously, and pay close attention to it. for thegoal , the customer service center launching every management through themanagement innovation, promote and manage meticulously. After thecustomer service center channels into the idea of "serving marketing ", theymade the gratifying achievement. After "serve marketing "referred tocertain height, "service quality", customer service assess seems work furthermore important. In routine duties, it is many that the customer service centerserves projects surveyed and studied, and few achievements; There are manypersonnel surveying and studying it, but analyze little; It is qualitative andmany to survey and study, but few the quantitative one; It is not strong tosurvey and study purpose. Because finding fails to reflect the service qualityof current situation at the customer service center in an all-round way, and tohave a clear outline to the quality of serving, it is blinder in improving thework.Look in term of "serving marketing ", serve quality control to "servingmarketing "management's main category, this reparability determine byservice product. The forming process of "serving marketing"influences theforming process of the service quality. "Serving marketing "is to let theservice quality, which the customer perceives actually, conform to servicequality expected, thus make customers reach satisfied. The goal of themanagement system of the service quality is to dispel service qualitydisparity. And discernment and analyze of disparity needs scientific,objective, high-efficient service quality evaluation system to assist. Thisthesis proceeds from concept of "serving marketing ", pay attention toconsumers' perceive and the administrator's perceive while assessing designand analysis the service quality surveys and studies stage, thus on the basisof western SERVQUAL static model and service quality disparity model,through revising, to set up one set which is suitable for assess thetelecommunication industry of our country serves quality.2 Definition and characteristic of service qualityThe characteristic of serving quality that is different from the productquality of material object lies in : Subjectivity , course and globality. As toservice, service quality must be assessed during the process is serving andoffering, and usually when the customer serves to keep in touch withattendants. The appraisal of serve quality of customer comes from the gap ofserve cognition and server expectation. When customer's cognitive serviceexceeds expecting, it was remarkable service quality that customer'scognition arrived; when meaning expecting in the customer's cognition, it issatisfactory to serve quality; When customer's cognitive service is lower thanexpecting, it can't be accepted by people to serve quality.3 Design of thesisThe theoretical foundation of structuring this model stems from:Amortize value theory, service value chain theory, disparity and analyzemodel , theory of the wooden barrel , SERVQUAL model and structureequation model.Choose the rese0.arch object which the service center of customer inJilin Province of China Mobile's group to assesses and analyzing aboutserving quality, the reason are the following several points mainly:Our country move business most heavy proportion has among thetelecommunication service in our country, it is exceed 1/3;China Mobile is a listed enterprises, the system is relatively sound, andmanage normally;It is favorable to research work under the circumstance of innovatesmanages in China Mobile;China Mobile customer service system of Group Company has not setup intact customer service quality evaluation system yet at present.In the course of 4 -week investigation and research, in order to form theinvestigation tool of this suitable research theme, in order to find the gapsbetween the perception and cognation, This research adopts Parasuraman,Zeithamal and Berry's serve measurement and designed the questionnairewith five parts, it is 22 questions altogether. The data are collected to adoptthe positive inquiry method.4 Result of assessmentAfter finishing compiling the data, in order to guarantee the authenticityand validity of the data, Except carry on describing statistical analysis ,suppose calculates in inspection , dependence analysis and structure equation,we also analyses with authenticity degree and validity degree. Thus it isproved that the result is acceptable and effectual based on this data.5 ConclusionsIndex of Jilin Mobile's servquality =50.00(The customer showingloving is the most influential to serving the quality index, the responding isinfluenced to serving the quality index minimumly)Conclusion 1: Strong point and advantageJilin Mobile customer's services and constructs has been approved bythe customer in reliability stage. It is proved that Jilin Mobile can serve theadministrators'letter offer to the customer intactly.In respond stage, Jilin Mobile has done outstanding in three points"Really tell the new service which the customer introduces", "Give thecustomer a prompt service", "Express the hope liking to help others to thecustomer". This proved Jilin Mobile engaged in customer service staff canwith honest during the process of exchanging with customer, treating thecustomer in sincere psychology, staff's working psychology is good.Conclusion 2: Weakness and shortcomingIn tangible stage, the customer reflects colder in "Put out the serviceitem which attracts the customer"item, this proves that when design productmix, designers have not really considered the customer's demand, so can notget most customers' support.In showing love stage, what has been done of Jilin Mobile showsslightly insufficiently in the following four points: "Look out for thecustomer's specific demand", "There are the staff who look out forcustomer's specific demand", "Remember the customer's best interests in theheart sincerely", "Hold the customer's special demand", this proves the staffof the customer centre can treat the customer with the psychology that iscorrected during the process of exchanging with customer, but workingdynamic role is insufficient, the secondary development of the frequentcustomer is being had insufficiently. |
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