Research On Service Quality Improvement Of Z Mobile Chengdu Branch

With the continuous innovation of communication network technology and the increasing expectations of customers for network service quality,the competition among major domestic communication operators has become more and more intense.Therefore,the reform of network packages,number of channels and tariff prices alone cannot cope with the current competitive situation.Improving customer satisfaction by improving the quality of communication services has become a key means for operators to improve the stickiness of stock customers and tap potential customers.Therefore,the competition among communication operators has gradually changed from "price" competition to "service" competition,and the Chengdu branch of Z Mobile,where the author works,is also at a critical stage of service transformation.In order to speed up the transformation,it is urgent to explore the shortcomings of service quality and find effective means to improve service quality.This thesis takes the SERVQUAL model,which is widely used and mature at home and abroad,as the basic framework,and uses the literature analysis method to collect,analyze and summarize the research results of domestic and foreign scholars and modify the basic SERVQUAL model with the current characteristics of the communication service industry.Based on the above work,it designed a questionnaire that meets the current quality evaluation criteria of the communication service industry.Thereafter,using the questionnaire method,this study conducted a questionnaire survey on the customers of Z Mobile Chengdu Branch.Through the statistical analysis of the survey data,it found the current problems in the service quality of Z Mobile Chengdu Branch,and finally put forward relevant suggestions suitable for Z Mobile Chengdu Branch to improve the service quality.Through the study,it is found that the current problems in the clarity of tariff rules,service orientation,communication network quality and remedial service quality of Z Mobile Chengdu are more prominent.To address these problems,this thesis puts forward detailed optimization strategies and suggestions in Chapter 5.However,since the results of the research and analysis in this thesis are still in the theoretical aspect,the feasibility and effectiveness of this thesis have yet to be verified,so it needs to be continuously observed in the context of the company’s operation.It is hoped that the research results of this thesis will enable Z Mobile Chengdu Branch to improve its service quality,so as to achieve the purpose of enhancing the competitiveness of the company and accelerating the achievement of its strategic goals.