Research On Mobile Service Quality Evaluation

With the advent of the Mobile Internet age, the mobile communication market isbecoming highly competitive, and mobile communication business is facing atremendous challenge. Meanwhile the mobile communication market tends to be overlysaturated, service enterprises begins to adopt service strategy to scramble for customersand obtain competitive advantage.Based on the theory of service quality, this study collects datum through thequestionnaire survey, then analysis and evaluates customers’ expectation and perceptionof mobile communication service quality. In order to obtain mobile communicationservice quality evaluation results, we review the theoretical knowledge regardingservice quality and sum up the limitations of SERVQUAL scale in the mobilecommunication field. In combination with the characteristics of the mobilecommunication industry, we modify and replenish the old SERVQUAL scale, thenbuild mobile communication service quality evaluation system.According to the modified SERVQUAL scale questionnaire, we investigate mobilecommunication service customers in Shenyang city. After giving out questionnaires, theempirical datum are analyzed by reliability analysis and validity analysis to excludequestion options which may not conform to the objective facts; Service qualitydimensions, the perceived service quality and their relationships with each other areanalyzed through correlation analysis; Aided by the analytic hierarchy process, aweighted mobile communication service quality evaluation scale is formed; Throughthe gap analysis method we calculate the mobile communication service quality gap; Bymeans of the IPA matrix, the different performances and functions ofthe quality indexes of service will be shown; Finally, we discuss the results of Shenyangmobile communication service quality and propose some reference suggestions toimprove the quality of service. Only in this way, can service companies win service reputation, promote the loyalty of existing customers and service competitiveness, seekdifferentiated competitive advantages in service quality competition.