Research On Service Quality Promotion Strategy Based On Customer Expectation

Service quality is the sum of characteristics and features that services generated by products or service industry meets provisions or potential requirements. Characteristics are used to distinguish concept of products or services of different categories, while features are used to distinguish concept of comparable services in different specifications, grades, and tastes. The most superficial connotation of service quality shall include some general requirements, such as service security, applicability, validity, and economical efficiency. As for manufacturing enterprises of tangible products and service industry, service quality is magic weapon in enterprise competition.In theory, domestic service quality researches have gained many achievements, but most of them are dispersed researches on service quality’s concept and features and few of them are researches systematically aiming at features of communications industry and from management view expected by customers. In this paper, the author tries to propose a customer expectation management model aiming at mobile communications industry on existing theory and practice basis, so as to propose service quality promotion strategy based on this model.In practice, problems for out of control of customer expectation in mobile communications industry in China have been highlighted day by day. For example, with more and more high expectations of customers, products are difficult to let customer satisfaction, and the expected value of out of control, causing great pressure to the development of enterprises, and a batch of nail households and complaint specialized households are caused because of control deficiency; inputs of service resources and service costs are very high, but service results are not obvious and benefits generated by service sources decrease progressively. Therefore, it is necessary to sort a set of effective customer expectation management implementation theory, for the reference of mobile communication enterprises.Therefore, the method combining theoretical research and empirical research was used in this paper. Firstly, on the basis of existing theoretical researches on customer expectation and service quality, existing research achievements were sorted and concluded. Proper customer expectation management model was constructed aiming at features of mobile communication industry, and then service quality promotion strategy based on this model was proposed. Finally, empirical analysis was conducted with contact point of nanping branch of CMCC as the research object, so as to test rationality of the model and strategy system. Research conclusions of the paper and improvement suggestions on service expectation model were proposed, and research deficiencies and limits and future research directions were pointed in this paper.