Research On Service Evaluation Model For Mobile Phone User Based On Customer Perceived Value

With the rapid development of mobile communications in China, competition in theChinese mobile market is increasingly fierce. Major telecommunication service providersseize and enlarge their share of market by improving the quality of service in mobile phone.So it is crucial to research how to assess the services from the point view of customers.This research based on the grounded theory for the data analysis and from the point ofview of customers’ perceived value as we conduct our research. We collected data fromin-depth interviews with end users, sorted out48factors to establish a mobile phone serviceevaluation model which based on metrics of product value, brand value, emotional value,monetary cost and time cost.Secondly, we also sent randomly120surveys to marketing specialists, operators in theservice center and the users of mobile phones, using factor analysis method to select40indicators which have significant impact on customers’ perceived value of service and afterwe weighted and normalized different factors such as characteristic service, hardware quality,service quality, service maintenance, we form a customers’ perceived value based mobilephone service evaluation system.Finally, we selected200users in recent3months who applied YD mobile service for asurvey, to evaluate the customers’ perceived value based mobile phone service evaluationsystem and we found out the way and the points for improving our services, such as theconcern for the mobile phone memory size, battery capacity, data rate, quality of services,quality of maintenance services, costs and time efficiency, etc.In conclusion, with the application of grounded theory and factor analysis method, thispaper established the evaluation model of mobile phone service based on user perceived value.Our purpose is that we find out the purchasable motivations of customers and promote ourproducts or services in compliance with customer’s requirements.