An Empirical Study Of Telecom Operators’on Business Service Quality-Take China Mobile For Example

With the development of China’s telecom industry restructuring, competition between three leading telecom operators have intensified. Because of fierce competition, three leading telecom operators pay more attention to build all kinds of channels, develop their customer resources, and strive to provide customers with high quality, low price, rapid response telecom services. With the rapid development of the Internet, three leading telecom operators have established their own electronic channels. Online business is an important way for operators to exhibit enterprises and promote market. It is also the most popular operators’business. Online business reduces marketing cost and operating costs from entity business halls effectively. In recent years, telecom operators attach great importance to the construction and use of online business. However, their online business has little difference, especially for function orientation, web design and operating mode, etc. Faced with such a fierce electronic channels battlefield, telecom operators must start from service, continuously consolidate and develop the number of users. Therefore, how to improve the service quality of online business is the focus of this study.Based on the SERVQUAL scale, through literature research and expert interview, this study has developed the service quality scale in line with the characteristics of the online business and established online business service quality research model. Online business service quality scale includes four dimensions:personalization, ease of use, safety and reliability. This study has measured online business service quality through the SERVPERF evaluation method. By SPSS19.0and AMOS17.0handling of the sample data, online business service quality scale has good reliability and validity. Through correlation, regression and structural equation analysis, online business service models quality research continue to be corrected. The research model and hypotheses has been fully validated. Finally, multi-group analysis has compared different using time groups, to analyze how online business service quality dimensions influence different groups’customer satisfaction.The results of this study show that personalization, ease of use, security of the online business service quality scale have a significant positive impact on customer satisfaction. And personalization has the most important impact on online business service quality. As for reliability, there is no significant impact on customer satisfaction. This study has found that customer satisfaction from online business has a significant positive influence on loyalty. And customer satisfaction has a significant positive influence on operators’ online shopping using willingness. Multi-group analysis shows that online business service quality dimensions influence different using time groups’customer satisfaction. In the short-term group, three dimensions (personalization, ease of use, security) have positive influence on customer satisfaction. In the mid-term group, three dimensions (personalization, ease of use, security) have no significant positive influence on online business customer satisfaction. In the long-term group, only personalization has a significant positive influence on customer satisfaction.