The Analysis Of Influence Factors And Promotion Countermesures On Customer Service Quality In Jinan Branch Of China Unicom Limited Company

With the rapid development of the information industry,commmunications technology and related industries are developing fast unprecedentedly,too.The market competition among major communication service providers becomes fiercer and fiercer as a result.At the same time,the demand for improving service quality of consumers is increasing.From the above,it means a lot to improve the core competitiveness of the communications industry to address the weak links and improve the quality of customer service.Based on the above background,the dissertation presents the research purpose,significance,contents and methods of the research topic.This dessertation aims at establishing a model to measure the customer service quality of communications industry,analysing the influence factors and promotion countermesures on cunstomers service quality in Jinan Branch of China Unicom Limited Company.Through factor analysis and principal component analysis by SPSS software,the service quality evaluation scale was tested and improved.At first,the dessertation investigated the theory about service quality.Based on the theory of customer perceived service quality,SERVQUAL scale,the customer service realities,and 186 questionnaires,a new assessment scale with 5 dimensions(tangible,reliability,responsiveness,empathy and assurance factor),21 index was initially established.The methods of factor analysis,credibility and effective tests were used to test the new scale and we got the scale with 5 dimesions,19 index eventually.This sacle was used to evaluate the service quality of Jinan Branch of China Unicom Limited Company.The scores of each index,dimension and the whole of the service quality were worked out through weighted calculations.The scores indicated the general quality level of Jinan Branch of China Unicom Limited Company is higher.What's more,the sores of responsiceness and assurance factors were low.This dissertation proposed 11 ideas to sovel the problems of the 2 demensions and their 4index with low scores.Through the research on the influence factors on the customer service quality of Jinan Branch of China Unicom Limited Company,this dissertation proposed feasible ideas to strengthen the weakness parts and promote the customer service quality.The new measurment model established in the dissertation,which works well in the communications industry of China,can enrich the research literature,cases,and service management theory.