Telecommunications Service Model Based On Qfd-oriented And Customer Satisfaction

With the acceleration process of economic globalization and the rapid development of information technology, the telecommunications industry faces with increasingly fierce competition in the market. In the environment that telecommunications market is gradually opening up, China Telecom raises a goal that changing its role from the operator to integrated information service provider, and striving to enhance core competitiveness. It's known that the most important issue for telecommunications enterprises raising their core competitiveness is improvement of service model. In the face of fierce competition, only telecommunications enterprises who master customer service demand can make a well-targeted measures and occupy market better.In order to improve service model of China Telecom and service quality, the paper does more study on two levels based on some research and design:(1) Study on telecommunications industry customer satisfactionCustomer satisfaction is not only the target and base of service model improvement for China Telecom, but also a standard used to measure levels of telecommunications services. In this paper, the author reviews and summarizes studies of satisfaction did by scholars at home and abroad firstly. Then the author designs customer satisfaction model of the telecommunications industry, and sends out questionnaires to telecommunications customers. Factor analysis, correlation analysis, regression analysis and other statistics Methods are used in this paper to verify and improve the assumptions in order to find out key factors of customer satisfaction in telecommunications industry-customer demand. The customer satisfaction study lays foundation for the next level research- the QFD.(2) Study on QFD Model of improving telecommunications servicesQuality Function Deployment (QFD) transforms needs of customers into telecommunications technology indicators, thereby transforms indicators into failure mode for the telecommunications in order to get specific improvement measures to telecommunications services model eventually. The abstract customer demand for telecommunications can be transformed into concrete measures which listed by priorities through a step-by-step decomposition. In the paper, we not only pay attention to the needs of customers, but also take into account the actual situation of telecommunications, that is, whether the improvement measures are feasible with the existing resources, whether the technology can be achieved. Through system reliability analysis methods called Failure Mode Effect Analysis , we can analyze potential failure mode from end upward in the internal telecommunications business. And we also can make the improvement of service mode efficiency and feasible by the analysis of hazards and technical difficulty consideration.In this paper, the conclusion of study on customer satisfaction showed that: visible, reliability, assurance, reactive etc have Positive correlation to customers' satisfaction of telecommunications, and perceived value has played an intermediary role between in satisfactory model. In the three level indicators, new business, service equipment, price level etc have the greatest impact on satisfaction. In improvement on the service change model, we put focus on some failure mode such as network quality, fault repair and service processing. After analyzing, we find the priority order would be: improving ability of service processing in advance, strengthening training on the 10,000 service personnel, paying more attention to the fiber-optic transceivers etc.