Research On The Method Based On Fuzzy Linguistic Information For Mobile Service Quality Evaluation

With the rapid development of the science and technology, the market of mobileservices is becoming more and more prosperous, and the user scale is growing quality.In order to seize the market share, every mobile operator rushed to use a variety ofmarketing strategies. As is known to us that the mobile service quality is important foroperators to gain a competitive advantage and expand the market share. Therefore,finding the core elements which have influence on the service quality and evaluating themobile service effectively are becoming more and more important. Based on thoseevaluation results, some measures for improvement can be proposed by the mobileoperators pertinently.Combined the existing research results with the actual situation of China’s mobileservices industry, this study is being started from two aspects. One is the qualityevaluation indicators of mobile services, and the other one is the method of evaluation.Its aims and meanings are as follows. At the theoretical level, the key elements whichhave impact on the domestic mobile service quality are identified, so the indicatorsystem for quality evaluation under Chinese context is built. And an effectivemeasurement tool of service quality evaluation is provided for domestic mobile serviceoperators by improving the exiting method of SERVQUAL. At the application level, apractical example is given to illustrate the feasibility and validity of the proposedmethod, and some advices about how to improve the level of service quality are given.The main achievements of this paper include the following three aspects:First of all, the indicator system for quality evaluation under Chinese context is built.The related literatures both domestic and abroad on the mobile services qualityevaluation are collected and analyzed, and the opinions from investigation andinterviews with experts are adopted by us, too. So an indicator system that contains sixcritical dimensions and24sub-indicators is built.Secondly, a method based on fuzzy linguistic information for mobile services qualityevaluation is proposed. This method considers that the evaluation values from theinterviewers may be consist of certain and uncertain information due to the subjective orobjective factors, which makes up the shortcomings of the existing SERVQUAL thatonly taking the digital or linguistic information into consideration. During thecalculation process, at first, conversion rules are defined, by which the multi-form mixed evaluation information are all transformed into uncertain linguistic intervals.Then the values of the perceived, the expected, and the weights can be calculated byusing the rules of fuzzy information. Further, the results of the calculation are convertedinto digital inversely, as a result, the level of service quality can be measured easily.Thirdly, a case about service quality evaluation is analyzed. This case is about aservice quality evaluation example of Xi’an Mobile Communications Company, whichdemonstrates the operation of the evaluation method. Further, basing on the surveyresults, some recommendations about how to improve the level of service quality of theXi’an Mobile Communications Company are given.By the end of this paper, the main research results and conclusions, majorcontributions and limitations, as well as requiring work for further research aresummarized.