Study On The Clients'service Expectation Management Of Shandong Mobile

During the recent years, Shandong Mobile has been developing fast and healthily. All the management indices are among the top in the entire ChinaMobile Group. In addition, its market expands incessantly so that Shandong Mobile maintains big advantages in competition. Under the circumstances that the number of clients increases sharply, the expectation of clients heightens continually and the business develops quickly, the reason why Shandong Mobile achieves such an excellent accomplishment is that it steadily executes the "Lead in both service and operation" strategy of ChinaMobile. As for clients, what they concern is whose service is better and satisfies their expectation about communication. Therefore, the quality of service impacts directly on the market shares of coporation. The unusual meaning of the "Double Lead" strategy of ChinaMobile is that it reveals the essence of sustainable development of an enterprise--- the fundamental idea to occupy market is service and so is the developmentWhat Shandong Mobile faces now is multi-competition including network, operations and service. In order to lead in the market, it is necessary to lead in service. It becomes the key of determining competition to win satisfactory and loyal clients by providing outstanding service. Meanwhile, the prominent position of an enterprise will bring severe pressure of public voices and industry supervision. Moreover, to enhance the quality of service and to decrease fares both turn to the consensus of society. How to provide better service is the reality that needs attention as well.The quality of service is decided by the gap between how clients feel about the service and their expectation. Hence, the prior goal of service administration is to eliminate this kind of difference so as to satisfy clients and make them perceive the value of service.This paper firstly studies theories of service administration and service expectation management. To learn the expectation of service is significant to the service administration. The expectation of service is the starting point of the quality of service, is the foundation to establish service standard and is the index to calculate the extent of satisfaction of clients. As a result, to learn the expectation of service is the base of increasing clients' contentment degree.In order to reduce the service quality gap, enterprises must exactly comprehend clients' expectation of service, i.e. learn what service standard clients expect, what factors most influence these expectations, how these factors function in changing the expectations and how the corporations reach or exceed clients' expectation.This paper expatiates on the necessity that Shandong Mobile studies clients' service expectation by qualitatively studying its service. Furthermore, it finds different clients' real requirements of contents and level of the main service factors of Shandong Mobile by quantitatively studying clients' expectation. It deeply analyzes the reason why the gap between clients' expectation about service and how thy feel and discusses the solution based on this research.To sum up, the motive of this paper is to study the prior mission of service administration of enterprises in the era of service competition, i.e. to analyze the present situation of clients' expectation about service. Consequently, this paper is a reference of the development of enterprises...