A Study Of The Ways Of Improving The Service Quality Of A Telecommunication Operator

By the third quarter of 2022,the total number of mobile phone users in China has reached 1.8 billion,and the total number of fixed-network broadband users reached about500 million.The highly saturated market has exerted increasing pressures on the development of the telecommunication operators.For them,the users have gradually become a strategic resource and also a focus of their competition.Only by obtaining more new users while avoiding the loss of the old ones,can they achieve persistent and steady development.This paper aims to investigate into the case of a telecommunication operator’s A Branch.Based on a literature review and theoretical research,this paper analyzes the status quo of the customer services of A Branch and adopts the SERVQUAL model to study the service quality,so as to provide theoretical guidance and support for making suggestions later and help with further research.Firstly,the author briefly introduces the research background,significance,and status quo at home and abroad;elaborates on the research methods,content,and technical path;and explain the customer satisfaction theory,the service quality theory,the complaint management theory,as well as the SERVQUAL model,thus providing the theoretical basis and tool for subsequent research.Secondly,the author gives an overview of A Branch.On this basis,the author analyzes the customer services of A Branch from the perspectives of organizational structure,service channel,and service process,and discusses the result and effect of its customer services.In addition,the author uses the SERVQUAL model to design a service quality evaluation index system,conducts a questionnaire survey on the service quality of A Branch from the five dimensions of tangibility,reliability,responsiveness,assurance,and empathy,analyzes the problems existing in the services,and deeply explores the causes of the problems.In the end,the author suggests the measures for optimizing the service quality of A Branch,including improving the customer service assessment system,delegating more powers to the front-line workers,increasing necessary cost inputs,training competent personnel,and creating a better organizational structure and collaborative mechanism.In conclusion,through research on A Branch,this article discovers the problems existing in its service processes and provides reasonable suggestions to solve them,so as to improve its service quality.