Study On Equlibrium Service Of The Telecom Operators Based On The Methodology Of Grounded Theory

In recent years, trends of mobile communication business became markedly homogeneous, service-level competition act more and more intense. Under the condition of unchanged total amount, how to effectively allocate the service resources is an important issue for all the telecom operators. With the diversification of service channels and forms,"Un-equilibrium service" problems in telecom operators has become increasingly prominent, and the traditional "balance of production" theory cannot meet the demand of market development and theoretical support. Therefore, based on the " balance of production " theory this paper will propose an idea called"equilibrium service", which focus on service resource allocation problems in telecom operators to improve customer satisfaction, effective use of resources and service competitiveness.This paper refers to the " balance of production" theory system, based on optimal resources allocation theories, studies the issues of equilibrium in service for telecom companies. It focuses on the following contents:(1) Proposes "equilibrium service" and traces the source of its theory.(2) Builds the theoretical model of "equilibrium service" based on the Grounded theory, summarize the impact factors.(3) Applies the methodology of Structural Equation Modeling to verify and correct the theory model formed in the previous text.(4) Summarize the un-equilibrium service problems and their forms, proposes strategies.This paper studies the following conclusions:(1)"Equilibrium service" means optimization of service resource allocation in the premise of meeting customers’demand, and a sustainable developing process in which we steadily improve customer satisfaction.(2)"Equilibrium Service" reflects the balance in three areas:Telecom operators achieve a balance in service efficiency; customers achieve a balance in satisfaction degree; considering the impact from competitors on its own strategy and customer satisfaction, a telecom operator achieves a dynamic equilibrium.(3) There are three affect elements for "Equilibrium service":Service capacity, service competition, and service expectations.Based on this conclusion,"Equilibrium Service" can also be grouped into five factors: Service levels, service coordination, profitability, service moderate and satisfaction contribution.(4) We can improve the equilibrium level of service from the following two aspects:First, grasp the equilibrium between service capacity and service expectations; second, grasp the equilibrium between service capacity and service competition.The innovations of this dissertation are:First, putting the application of "balanced production"from production areas into service industry, this paper demonstrates the idea of "equilibrium service", describes and defines its meaning; Second, this paper makes the idea of equilibrium service"applied to telecom operators,builds a equilibrium service model,and establishs a index system based on the Grounded theory; Third, this paper puts a empirical research on the equilibrium service theory through structural equation modeling analysis, and takes a preliminary exploration of it; Forth, this paper comes up with the equilibrium service model for channel resources management in telecom companies, and proposes strategy recommendations for telecom operators.