A Study Of Evaluating Domestic Mobile Communications Industry's Service Quality From The Perspective Of Customer Perception

Mobile operators is the service-oriented enterprise based on technology and content-oriented,in the crucial period of the industry into a Mature stage,Product, price and technology will be plunged into homogeneous competition,The services become an important weapon for implementation of differentiated competitive strategy. Although the quality of communications industry services has been greatly improved in recent years,with the growing of awareness for consumer rights, consumers put forward higher requirements for quality of level and service. Further improve the quality of communications industry services, increasing consumer satisfaction has become an important task for the current communications industry enterprises. the study of perceived service quality is from the customer's point of view, with the customer's point of view, rather than the enterprise's own interests and perspectives to analyze and consider for the the levels of company service quality, as much as possible to respect and safeguard the interests of customers.The study based on service quality of customer perception in China's mobile communications industry is based on Michael model as a prototype theory,I Preliminary refining the factors of service quality based on customer's perceived by organizing the literature at home and abroad in accordance with expert advice on a preliminary extraction of service quality based on customer's perceived,and revised part of the model of the third dimensions of Michael through empirical research to the mobile communications industry,Finally established the evaluation System for service quality based on customer's perceived for our industry's communications industry,and further to give the weight for the index by use the AHP-IMP model,So that the whole evaluation system is more scientific and feasible.Then evaluate and compare the weight for two mobile communications industry of Jiangsu Mobile and Jiangsu Unicom's service quality based on customer's perceived.The main conclusions of this paper is that,Customers mainly from nine dimensions of service attitude, behavior, technical capacity, the surrounding environment, design, social factors, waiting time, tangibles and valence to evaluate the perceived service quality. Each one of the dimension is all perceived by reliability, responsiveness and empathy.The dimension of valence and waiting time have the greatest impaction for perceived service quality,and the rest followed in descending influence the service behavior, technical capacity,surrounding environment, service attitude,tangibles and social factors. The results showed that:according to the weight of the index layer of Jiangsu Mobile and Jiangsu Unicom, the perceived quality of service results showed: there is still a gap from the two mobile operators in the perceived quality of service, especially in technical support, services environment and design.