On The Customer Evaluation Of The Mobile Service Of Chinaunicom Shandong Branch And Countermeasures

Nowadays, the competition of China's mobile communication market is becoming much fiercer. Telecom operators have changed their competition pattern from the initial price competition into enterprise's core competence with service competitiveness as the representative.In today's economic globalization environment, if our country wants to become a country with strong telecom power, and if telecom companies want to maintain their long-term development in the future competition and to be recognized internationally, the improvement of their service competitiveness is quite necessary.This paper aims to propose corresponding countermeasures through the analysis of the customer service evaluation of Chinaunicom Shandong Branch, so as to improve the enterprise's service competence.The main research of this paper is summarized as follows:Firstly, it makes a general overview of the service quality management theory, introducing relevant theories of telecom service quality, summarizing the factors related to the customer evaluation of the telecom service quality, including customer satisfaction and loyalty theory. Meanwhile, the paper elaborates on the domestic popular customer satisfaction evaluation system and the customer satisfaction investigation pattern of Chinaunicom Shandong Branch.Secondly, based on the results of the customer satisfaction investigation, customer feedback about service quality problems, and the actual situation of the enterprise, .the paper makes a conclusion of prominent service elements which are corporate controlled, and have significant influence on customer satisfaction and become outstanding problems of corporate management. It then analyses the apparent cause and root cause of these problems. Meanwhile, it makes a deep investigation of the service supporting system and high-end customer service problems.Finally, by integrating relevant customer service quality theories and the analysis of the root cause of the problems, this paper proposes corresponding countermeasures to improve customer satisfaction and loyalty.Through the research, this paper carries out a targeted analysis of the product quality problems and the service improvement barriers of the enterprise, and then proposes some operable countermeasures for corporations to improve their product quality, service competence, customer satisfaction and loyalty.