An Empirical Study On Influencing Factors Of China Mobile's Service Encounter

From mobile communications services to mobile communications expert, and then after 2006, mobile information expert, the development of China Mobile's vision not only feedbacks the changes and evolutions of the concept of mobile communications, but also reflects the characteristics of the service in telecom industry.Characteristics of virtual communication make China Mobile's service encounters distinguish from the restaurants, hotels, aviation, medical and other traditional service industries, which are multiple and hierarchical.With the criteria for the product classification, China Mobile's service can be divided into core services, support services and additional services at three levels. Mobile Communications Services Encounter refers the process of providing the three levels' service to customers, through entities channels or virtual tools. Contact point is the interactive interface, where service delivery process happens between mobile operators and customers.In the view of service encounter, customer, in the process of service encounter, will be influenced inevitably from the external contact point, including the internal environment, service facilities, service personnel and other customers.This article constructs a system model of China Mobile's service encounter, on the base of domestic and foreign theories, to analyze the influencing factors during the service encounter. The data from a sample survey is used to testing the hypothesis of the model.As a result, the research findings show: the customer's degree of attention over the influencing factors will fluctuate with the involvement of service. The key points are "the first impression of service", "the core demand admissibility of the process", and "the service commitment and reminding service". At the same time customers' comment of service quality is significant correlated with the factors, such as professional quality, service attitude, repartee ability, service image, management of internal environment, and self-help facilities' service quality. Based on the conclusion, combining the status of mobile communications services, this article puts forward views and suggestion for china mobile's management of service encounter.