Study On A Telecom Service Quality Analysis And Promotion Strategy

After the splits of the major telecommunication operators and the formation of full-service competition, the competition has become diversified and much fierce. The way they compete is gradually focusing on service quality, rather than product quality or price. Major telecommunication operators have to face greater market pressures, deal with smarter competitors and meet users’ more demanding needs. With increasingly fierce competition in the telecommunications industry, service quality is becoming more and more important. Whether a telecom company can keep growing in such a competitive environment or not depends on his service quality.As a typical telecommunication operator, A Telecom has come to realize the importance of service quality. Its service quality has improved a lot due to its effort in recent years. To be able to adapt to the new competitive environment, A Telecom launched the Service Quality Promotion Project in mid-2010, aiming to enhance the A telecom service quality, and improve customer overall satisfaction. Throughout 2010, with this project, A telecom has done a lot of fruitful work, also achieved remarkable results. However, the indicators which could reflect the service quality of A telecom are still not ideal, and there is still much room for improvement. In order to gain competitive advantages in the new competitive environment, A telecom still needs to improve its service quality systematically and scientifically under the guidance of the theory.This paper is divided into five chapters. Chapter I introduces the background of the thesis, which also includes the structure and research methods of the thesis. Chapter II studies the current situations of three service contact points, installation & maintenance service, business hall service and terminal aftersale service, according to Service Contact Theory. After analyzing the current situations of the three aspects, Chapter III finds not only the main issues and problems in each aspect, but also the root cause of these problems. Chapter IV gives improving methods according to the problems and the root causes of the three aspects, as well as some practical advices when implementting these improving methods. Chapter V summarizes the thesis.