摘要:近年来,各通信运营商之间的业务竞争日益激烈,话音ARPU值逐
年下降、利润空间日益缩小。同时,随着我国电信运营商向全业务转型,增值
业务特别是数据增值业务己成为运营商一项新的利润来源。但是,由于通信行
业语音及增值业务产品越来越趋于同质化,因此中国移动要想在竞争中取胜,
则必须重视服务营销,通过服务质量的提升以及差异化铸就新一轮的核心竞争
力。

本文立足ZY移动增值业务服务质量及客户满意度,通过对一系列相关因
素的分析,并结合实地满意度调查的数据分析,对ZY移动增值业务服务质量
存在的不足进行分析和研究,并提出增值业务服务质量提升的一系列措施。以
利于ZY移动在下一步的增值业务市场竞争中取得领先优势,同时也为其他移
动兄弟分公司的增值业务服务质量提升起到抛砖引玉的借鉴作用。

关键词:增值业务 服务质量 满意度 CATI法
Abstract
In recent years, the business competition between the telecom operators is
becoming increasingly fierce. The ARPU value decreased year by year, and profit
space is narrowing. At the same time, as the telecom operators in China transit to
whole business, value-added business especially data value-added service has
become the operators of a new source of profit. However, the voice value-added
business products of communications industry became more and more
homogeneous. Therefore, if China Mobile wants to win in the competition, we
must pay attention to service marketing,through upgrading the quality of service
and the differentiation to build the core competitiveness in the new round.
In this paper, based on the ZY mobile value-added service quality and
customer satisfaction, through a series of related factors, combined with the field
survey of satisfaction analysis data, analysis and research of ZY mobile
value-added service quality deficiencies, and put forward a series of measures to
improve the quality of the value-added service. For ZY mobile get advantage of the
value-added services in market competition in the next step. At the same time, also
for other mobile brother to Improve value-added services quality play a reference
role.
Keywords: value-added services, service quality, satisfaction, CATI method