Study On The Customer Value Evaluation Of Mobile Data Services And Evidence Researching

Nowadays, traditional voice communications market is almost saturated, and the mobile data services gradually come to a new growth point of profit of telecommunication operators. However, there is a problem that, due to the differences in users'needs and interests, the customer value on mobile data services is not high, thought user number is large. Therefore, researching and upgrading the customer value on mobile data services become the focus of customer management both in telecom operators and Academic researches. The principal results of this paper are as follows:(1) Design the customer value assessment overall model of mobile data services and build the evaluation index system.By analyzing the characteristics of mobile data services and users' behavior, as well as studying the effect of those characteristics on the customer value both current and future, this paper designs the overall model of customer value assessment on mobile data services and builds the evaluation index system based on the results of predecessors'studies.(2) Based on the classification of mobile data services, we build the classification based model of customer value assessment of mobile data services.UMTS Forum divided mobile data services into two categories: content connectivity services and mobility services. The differences between these two types of services will direct impact the results of the customer value evaluation. Therefore, to avoid the deviation of the value evaluation from the differences between kinds of mobile services, this paper designs other two customer value assessment model based on the classification.(3) Through empirical study of the overall model and classification based model of customer value assessment of mobile data services, the operating suggestions on customer management for telecom operators are provided.Based on the result 1 and result 2, the empirical study is supported by the actual data of 14 mobile data services that collected from 33 users of Beijing Mobile. Through the AHP and cluster analysis, this paper firstly evaluates these 33 customers according to the overall model, and then selects the GPRS as a representative of the content connectivity services to complete the empirical study classification based model of customer value assessment. By analyzing the results of customer value evaluation, this paper finally provides some useful suggestions on the customer management of the overall data services and GPRS for telecom operators.