Study On Enhancing The Service Quality Of Customer Touch Point Consistency Based On Service Quality Model

With the development and restructuring of telecom industry, the competition among the china's major telecom carriers gets more and more fierce. The customers have a higher demand for the service capacity from the carriers.Therefore quality of telecom service has become an important factor used by telecom firms to seize market share, attract customer and remain customer and enhance customer satisfaction. Service of customer touch point consistency demonstrates the importance itself as an indispensable part of general service. How to enhance the service of customer touch point consistency gets highly attracted by the telecom companies.So,the task of this paper is to study how to enhance the service quality of customer touch point effectively.On the basis of abundant practical materials, Henan Mobile has been chosen as a research object to study. Based on Service Quality Model, and then designs the SERVQUAL questionnaire for study through deep interview, group discussion, ect. Through statistical analysis of returned valid questionnaires, designed the second edition questionnaire, and made the exact analysis of the Tianjin Mobile'performance and factors that affect the service quality on customer touch point consistency service. Then find out the essential reasons behind the appearance and offer the solutions and strategies to make Tianjin Mobile make a better job on the service of customer touch point consistency.This paper firstly introduced the background and significance of the study, and then made the literature review and then stated the part of study design. After finishing the empirical study, provided the suggestions and strategies for the company to enhance its service of customer touch point consistency. In the last part of the article, summarized the research findings of this paper and offered the advices for the further study.