The Research On Group Customers' Service Quality Of China Unicom Limited JIANGXI Branch

Along with the continuous development in China's telecommunications market over the last ten years, the competition among major carriers is getting increasingly fierce. The telecom enterprises, after disorderly market competition, have undergone some changes in their competitions. In terms of ways, they shifted from product competition, price competition to service-based, brand, price and business innovation competition; and in terms of goals, they turned from the simple expansion of the user amount to the expansion of user amount as well as the focus of the relationship within the group clients.Against this background, this writer, taking the JIANGXI branch of China Unicom as an example, tries to analysis the quality of products and services in China Unicom and introduce the ideas of the evaluation system for the group customer service within the branch. According to some interviews with the group clients and the actual situation, this writer designs a service evaluation scale so as to test the reliability and validity of it.JIANGXI Branch, China Mobile has taken a rocketing market share in group subscribers by promising discounts within the group and increasing customerservice cost. JIANGXI Branch, China Unicom are adversely disadvantaged in thefierce competition. Current group subscribers of China Unicom are gradually marginalized, or even choose to convert to China Mobile. Thus, group subscriber service and business expansion are gaining the concern of JIANGXI, China Unicom, for the purpose of boosting subscriber numbers and raising themarket share.On the basis of the investigation and the use of the gap model of service, the author analysis the service quality for group customers within this branch and gives some suggestions for its improvement.