Research On The Application Of Performance Appraisal To Performance Management Of Telecommunication Operators

As the competition among the telecommunication operators has become more impetuous, the space of traditional price competition becomes smaller, the competition between Chinese telecommunication operators changes to service quality competition. However, the intangibility of service makes an obstacle to the enterprise which develops service quality management. How to solve this problem is what this thesis will further discuss.The main line of this thesis is based on the relative theory and practice of service quality management of telecommunication operators. It constructs the service performance evaluation index system of telecommunication operators which used to performance appraisal. And this thesis bring forward that we should carry out performance appraisal to improve the service quality of telecommunication operators. Except the introduction and conclusion, this thesis consists of three parts:The first part is chapter three. This chapter begins with the definition and character of service, and it figures out the importance of service quality management by analyzing the difference between service quality and quality of product. Then it introduces service package theory and PSQ to illustrate the concept of customer perceived service quality. It uses satisfaction mirror theory to demonstrate the feasibility of service quality management of telecommunication operators, and it puts forward the comparison of internal service quality and external service quality model. From the angles of cost saving, making profit and improving competition ability, it demonstrates the importance of the enhancement of service quality management for telecommunication operators. At last, based on the reality of Chinese telecommunication operators, this thesis demonstrates that industry attributes, historical factors and realistic factors determine the urgency of enhancing service quality management.The second part is chapter four. This chapter analyzes the particularity of telecom service quality management. Then it analyzes the theoretical foundation, practice effect, superiority and inferiority of SERVQUAL and TCSI. At last, it comes to the conclusion that performance appraisal based on the service performance evaluation index system is suit to the particular demand of service quality management of telecommunication operators. And it forms the service quality evaluation index system of telecommunication operators. It points out that we should make sure the weight of the index based on AHP.The third part is chapter five. This chapter begins with distinguishing the concept of performance appraisal and performance management according to the service quality management of telecommunication operator. It analyzes the problem of performance appraisal of enterprise management. It brings forward that we should develop performance appraisal under the leadership of performance management. And it analyzes several methods which can be used to help the service quality management of telecommunication operators.