Telecom Operator Corporate Image Evaluation Method Based On CI Theory And An Empirical Studay

This paper combines literature review and empirical study, bases on the revised CI 7 dimension system brought up by T C Melewar and Elif Karaosmanoglus to explore the important constructs of CI and built a corporate image evaluation system. Considering the traits of service coporates, a supplementary dimension--customer service was added to the original system to form a telecom carrier coporate evaluation system. Meanwhile, certain evaluation indices were designed according to the system to conduct an empirical study to evaluate China Mobile's image from a consumer's point of view. An image evaluation model was also built to realize the verification of the system via model checking. The index weights in the model were acquired by AHP method.SAS software is used to process data and prove the validity of the questionnaire.Through the sample data analysis, the scientificity, rationality and comprehensiveness of using CI as theoretical basis to build image evaluation system is proved. Moreover, we discovered that for telecom carriers, customer service and corporate mind identity are two crucial dimensions that impact corporate image. Customers consider the current image of China Mobile tolerable but still needs to improve. China Mobile should enhance its customer service and mind identity as well as launch more promotion activities and design more reasonable tariff.