Online Service Quality Evaluation In Telecom Business Based On Customer Perception

Abstract:Internet applications like E-commerce have shown a trend of diversified development. Internet service is much more refined, the application value of the Internet enterprises comes to the fore. After the reorganization of the telecom industry in2008, the three leading operators have established a customer-oriented service strategy, and begin a full range of competition. The online business is a new form of service, which has the functions of displaying corporate image, promotion, customer interaction, business handling, etc., and is concerned by users mostly as well, a competition platform of the ISP to create quality service. As a result, it is the competitive platform for service providers to create quality service.However, Chinese scholars in the field of telecom industry services paid little attention to the online business services and there are fewer studies on service quality evaluation. Service in a network environment has new features, which is different from the traditional services, customer perception and the mechanism of service quality evaluation also changed, so the traditional service quality model is no longer applicable, the existing website service quality model do not distinguish the type of services and the index is more about the website performance. Therefore, the paper analysis the service features of online business thoroughly by taking the online Telecom business for object, and establish the service quality evaluation index system of the online telecom business on customer perception by reliability&validity testing and confirmatory factor analysis, and then build the online business service quality model by structural equation modeling. It will provide possibilities for telecom enterprise to understand customer needs and the gap between competitors, and guide the enterprises to improve service quality.The scale of online telecom business service quality assessment includes five dimensions and28metrics. The five dimensions are reliability, security, ease of use, customer care, convenience of the mobile terminal, and "customer care" and "convenience of the mobile terminal" appear in the service quality assessment scale for first time, which makes the scale of practical significance, but also have the qualities of novelty. According to large-scale questionnaire survey and a series of statistical analysis, the article arrives at the following conclusions:The reliability, security, ease of use, customer care and convenience of mobile terminals are all produce a positive impact on the overall perception of service quality. Reliability and security can no longer become the important factors that affect customer perception of service quality while customer care and convenience of mobile terminals play a significant positive effect on customer perception of service quality. The study also found that ease of use, customer care and convenience of the mobile terminal as well as the overall perceived service quality directly affect the customer’s willingness to use. And the five variables have positive impact on customer willingness to use through the overall perception of service quality. Customer care become the first major positive factor to promote customer use of online business services, to ensure the reliability and security, enhance ease of use, perfect customer care and to improve the convenience of mobile terminals will play a positive role in promoting customers’usage of online business services.