Research on the Management of Service Quality of Mobile Operations Based on Value Chain
|School||Wuhan University of Technology|
|Course||Management Science and Engineering|
|Keywords||Value Chain Mobile Operations Service Quality|
With in-depth development of the telecommunications system and the fusion of the three networks, the mobile communications market becomes more competitive. At this stage, the service of the three mobile operators, namely China Mobile, China Unicom and China Telecommunication, has been homogenized. The advantages in traditional customers are facing the challenges of business transformation. It has been widely recognized that the quality of service is the core of the competition in the market.The theories of the value chain and service management are adopted in this thesis. The objective is to maximize the value of both mobile operators and the customers. Focusing on the service quality management and taking the course of "evaluation-improvement-guarantee", research on management of service quality of mobile operations based on value chain is studied. An empirical study is also presented. The main contents include:(1) The model of service quality management based on value chain. The roles and processes of value chain of mobile operators are analyzed. Then the behavior of cooperation between the operators and customers, and game of customers switching to other operators are analyzed. The importance of service quality for mobile operators is also analyzed. After that a management framework model for service quality based on value chain is proposed.(2) Service quality evaluation method based on value chain of mobile operators. Based on design principles of service quality evaluation system, various elements are analyzed that influence customer satisfaction, external customer service and internal service providing capability. After that the corresponding index evaluations are presented. The analytic hierarchy process method is adopted to analyze customer trust factors and determine the influence of elements of each indicator on the customers. The important factors that the operators should focus on are then obtained for auxiliary decision-making.(3) Paths to improve quality of service based on value chain. Aiming at customer satisfaction degree, the principle of improving the service quality-is studied. After the analysis of customer trustment evaluation and the decisions, the paths to improve the quality of mobile operation services are designed from the perspective of value chain integration and internal service capability improvement. An empirical study is also conducted.(4) Service quality guarantee system based on value chain of mobile operators. The basic framework and constituent parts of service quality gurantee system are studied. From three levels, namely the user access service guarantee, manage collaboration guarantee and back-office services guarantee, the corresponding principles, methods and measures of service quality guarantee are discussed. A uniform service quality guarantee system is then proposed based on value chain integration.