服务运作视角的服务质量评价——中国移动通讯的实证研究

Service Quality Evaluation from Service Operation Perspective——An Empirical Research of the CMCC Service Quality

提出通过建立顾客质量需求与运作系统目标之间的映射关系,从服务运作的视角构建服务质量评价指标体系。以中国移动服务质量评价为研究对象进行了实证研究,首先基于顾客的服务质量需求设计了由25个指标构成的服务质量评价指标体系。通过探索性因子分析得到中国移动服务质量可以归结为过程质量、结果质量和系统质量三个维度,进而应用模糊综合评价方法进行了评价。结果表明:本文提出的服务质量评价指标体系能够帮助企业从运作的角度分析服务质量存在的问题。最后根据评价结果给出了提高中国移动服务质量的建议。

In this paper, the service quality is evaluated from service operation perspective by establishing the map between the customers＇ service quality requirement and the objectives of the service operation system. An Empirical research is conducted on Chinese mobile communication cooperation. A 25-item service quality evaluation index for Chinese mobile communication industry is developed. By survey and Exploratory Factor Analysis, it is indicated that the mobile service quality index can be classified into three dimensions, namely, process quality, outcome quality and system quality. Moreover, a fuzzy evaluation method is applied to evaluate the service quality of China Mobile Communication Corporation based on the survey data. The result indicates that the service quality is needed to be enhanced further. China Mobile Communication Corporation should improve its service quality operationally based on the evaluation results. Meanwhile, it indicates that the index presented in this paper can help the enterprise to improve service quality operationally. Some recommendations are presented to help the Chinese mobile improve service quality.