Telecommunication Customer Expectation Management Model And Empirical Research

The marketing cost of telecommunication companies is increasing because of the fierce competition and various customer care services. However, as the marketing costs rising, customer expectation is also improving, which results in the fail of customer satisfaction improvement. Therefore, customer expectation management is being paid attention to by marketing and management staff in telecommunication companies. It is a very significant study on how to manage customer expectation well and raise customer service level at the same time to improve the whole operating results.This paper discusses the concept and basic models of customer expectation management first, and then by studying the composition of customer expectations, the constructive model for telecommunication customer expectation is built. Through learning of GAP model and service expectations theory, as well as the relationship between customer expectation and customer satisfaction, and also the research results in other industries in the field of customer expectation management, four important influence factors on telecommunication customer expectation are summarized, which is information communication between customers and telecommunication companies, customer individual need, experience related with products and services and telecommunication product property. Thus the influencing model for telecommunication customer expectation is built. By the empirical research, using SEM, the constructive model for telecommunication customer expectation is analyzed to get the constructive mechanism of telecommunication customer expectation. Also, the influencing model for telecommunication customer expectation is analyzed and optimized. The influencing mechanism is revealed with the influencing coefficient for each influencing factor being presented. Finally, according to the communications industry status and characteristics, suggestions on customer expectation management are given from the view of actual operation in telecommunication companies based on the empirical results.