Research On The Service Quality Evaluation And Promotion Strategy Of The Online Business Office Of Jiangsu Radio And Television Network Company

With the increasingly fierce competition in the telecommunications industry,the main areas of market competition have gradually expanded from traditional channels to electronic channels.The online business hall is the core platform of the current electronic channels.Building online business hall and improving the service quality of online business hall have become an important means to enhance the competitiveness of radio and television network enterprises.On the basis of SERVQUAL scale,through literature research and expert interviews,this paper designs a service quality scale which conforms to the characteristics of Jiangsu Radio and Television Network Company's online business hall(hereinafter referred to as "online business hall")and constructs a hierarchical structure model of service quality of online business hall.The online business hall service quality scale includes six dimensions: empathy,ease of use,responsiveness,security,reliability and tangibility.The hierarchical structure model includes two parts: customer perceived quality(CPQ)and organizational support quality(OSQ).The questionnaire survey method is used to collect the empirical data of Jiangsu Radio and Television Network customers in Nanjing.The sample data are analyzed and processed by SPSS17.0 software,which proves that the online business hall service quality scale has good reliability and validity.Then,we use the analytic hierarchy process to constantly revise the service quality research model of online business hall,and use MATLAB mathematical tools to fully verify the research model and hypothesis.By using multi-group analysis and two-to-two comparison of factors in each level,the comparative judgment matrix in each level is constructed,and the weight vectors of each level are obtained,so as to analyze the impact of various dimensions of the online business hall service quality scale on the service quality,and then to judge the degree of customers' willingness to use the online business hall.Through the research on the service quality of online business hall,it can be seen that customers agree with individuality,tangibility,security and reliability of the service quality scale of online business hall,while they have low recognition of responsiveness and ease of use.In the evaluation part of industry experts and grass-roots managers,the scores of employees and facilities are low.And put forward six strategic opinions and suggestions for the construction of online business hall.