Research On Mobile Service Quality Evaluation From The Perspective Of Customer

The rapid development of information technology encouraged more competition andbetter servie of telecom industry. With mobile service growing rapidly, it tended to be achallenge to fixed-line service rather than the precedent of complement. Recently, telecommarket stumbled into the state of saturation, under which mobile service providers chose totake service strategy to attract and satisfy customers then gaining advantage over competitors.The paper, under consideration of features and market of local mobile service, researcheson the adaptation of SERVQUAL model into mobile service sector in our country anddevelops the index system to assess the mobile service quality of Guangdong province.At the first stage, the theoretical knowledge regarding the service quality domain isintroduced as the basis of further research. In combination with theoretical basis, thecharacteristics of the industry concerned, as well as the influence of Imformation ServiceSystem for mobile service would be present to analyze the limitations of SERVQUAL scale.Under the above analysis, improved service quality measurement system would be examined.The fresh system would not only involve reconciliation of the old one, but also add updatedaspects to make the measurement more accurate and informative.To sum up, through qualitative methods, some possible results would be gained to assessthe mobile service quality of Guangdong province by using SPSS. On the basis of the results,some suggestions would be reached accordingly from managerial perspective.On the whole, this paper investigates the subject regarding characteristics of mobileservice in our country, in combination of accepted theory and certain situation, designs theindex system for measurement of mobile service. This tool, with practical meaning, would befavorable for improvement of mobile service and help enhance the strength for mobile serviceproviders.