Research On The Impact Of Global Customer Service Perceived Quality On Mobile Company 's Brand

With over10years’ rapid development in China Mobile telecommunicationindustry, the telecommunication market has gradually become matured. In order todrive the whole telecommunication service industry high-level escalation, and toachieve the accession into the world standard, China Ministry of Industry andInformation Technology will optimize its important public foundation service industryby integrating current telecommunication resource, applying self administrativerectification realignment. In2009,3telecommunication operators has entered into acreative pattern of three legs of a tripod, the issuance of3G operation license haspushed the3operators into a whole business competition era. As a result, theforeseeing competition under more and more intense telecommunication market willturn from the product to brand from the strategy focus point of view, and rotate fromthe product-oriented to customer relationship-oriented in the perspective of marketingcriteria. As is known to all, the consumer’s brand awareness and brand loyalty is notonly the basis judging the service value, but also the shortcut of purchase decision.The consumer’s brand awareness and brand loyalty is so charming as to evoke theextensive attention from the scholars at home and abroad. Therefore such subject hasincreasingly become the definitive mainstream of marketing technical research intelecommunication field.In such situation, this thesis will build on the experience of the predecessor’sresearch achievements; designate the high-end service product–Go tone as the thesisresearch object. It will make an observation study on consumer service perception,brand value, the relevance between brand image of products and that of the operators,and will expect to observe the influence mechanism from service perception quality tothe brand loyalty level, the relevance of aforesaid, and consequently realize thein-depth expansion in the theory of service perception quality, brand loyalty, brandawareness. This thesis will bring some useful enlightenment practically indistinguishing business service product border, establishing high-end high-qualityproduct services, seizing the consumption characteristic feature of the differentiationfocus group.The thesis will firstly give an overview of service perception appraisal in theoryfield. By analyzing the pattern’s5dimensions of SERVQUAL, it will position eachdimension’s concept and sort through their relevance. It will contrast and sum up the Go Tone brand perception quality from5dimensions, put forward various hypotheses,and develop a series design of questionnaire on the service perception quality thatobservation requires. Next, by comprehensively evaluating the research result such asconsumer brand loyalty and brand awareness, the thesis will then design consumerinvestigation questionnaires on Go Tone subscriber service perception quality, therelevance of product brand loyalty and corporate brand perception. Subsequently, thequestionnaire will be remodeled after the pre-survey on questionnaire distributiontype. Finally, the questionnaire result will be collected; a fitting verification onobservation model will be taken on via adopting statistic software.It is therefore testified and concluded that firstly, to improve Go Tone service’sResponsiveness and Assurance will effectively escalate Go Tone subscriber’s brandloyalty, secondly, the Reliability, Responsiveness, Empathy, and operator brandperception has the positive correlation, thirdly, the loyalty of Go Tone brand and thebrand awareness of operator’s corporate brand has strong correlation.