Investigation On The Service Image Of The Telecommunications Industry

Contemporary market competitionis competing for consumers,especially in the telecommunication industry. Company can improve the satisfaction and loyalty of consumers mainly by providing them with continuous and high-qualityservice. Through that, company can gain competitiveness in the market.This study take Chongqing Unicom as the study object toinvestigate the status.Based on collations and analysis about relevant documents, the study defined service image of telecommunication industry as follows: the service image of the telecommunications is the overall view and evaluation made by consumers.Their judgement should be based on staffs’ the external service skills, coordination and other qualities which reflexed on staffs’ attitude and awareness in the process with providing service with appropriate environment and excellent service products. Drawing on previous research results, based on the literature, interviews, questionnaires and other methods, combined with the characteristics of the telecommunications industry, the serviceimage of telecommunications could be divided into environmental image, product image, staff image, the managementimage and the "Chongqing Unicom Service Image Questionnaire" also has been made.This survey took all employees and users as random sample. A total of 160 questionnaires were distributed to employees and 150 wereretained, with the rate of 93.75%. Another 240 were sent to China Unicom users and 208 retained with therate of 86.67%. After using SPSS17.0For Windows to guide data entry and analysis process,for its higher reliability and validity,the questionnaire can be used as tool to measure Chongqing Unicom’s service image. The present situation of Chongqing Unicom could be summarized by investigation and analysis. The research results were as follows:(1)The average score Unicom employees gave to overall service image is 3.803, which belongs to the middle level. Evaluation of male and female employees on theoverall the image of EDI services is consistent; evaluations of employees in different ages on Unicomoverall service image and otherservicesexist significant difference.Unicom staffs who are 21-30 years old gave the lowest evaluationon the overall image and other aspects of China Unicom service in all groups. The employees get differently paid also have different evaluation on the overall evaluation and other aspects, such as environmental image, product image, thestaff image.(2)The average score that Chongqing Unicom users gave to overall average service image is 3.124, which belongs to the middle level. Evaluation of male Unicom users on the overall image of the service is significantly higher than femaleusers. There are significant differences in evaluation of Unicom users in different ages on Unicom service image.Different income, different time in the network, differentmonthly consumption will also affect the overall evaluation on Unicom service image.(3) Employees and Unicomusers, whether evaluation of the overall image of the service or other four aspects,have different,and the China Unicom employees praise significantly higher than China Unicom users.Based on these results, this paper puts forward proposals to improve Chongqing Unicom’s service image. First, according to the problems of service image, some measures could be taken, including: focus on improving the service perception of the 21-30-year-old employee,middle-income employee, female users and 31-40 years old users. Second, enhance the overall image of the service from all aspects including: improve the environment, and create a pleasant environment image; make efforts to improve network and communication quality, create high-quality product image; improve efficiency, stimulate enthusiasm, improve the image of staff; strengthen supervision and coordination, improve the management of image.In this study, the empirical research method is used to study Chongqing Unicom service image systematically.The theories of service image have been enriched and pointed out the Chongqing Unicom service image problems, and puts forward some suggestions to improve the serviceimage of Chongqing Unicom, which also has a certain significance to enhancethe service image of telecommunication companies.