随着电信行业竞争格局的形成，三大运营商（电信、移动、联通）的发展方向及产 品能力已趋于一致，业务和资费的同质化导致服务质量成为关键竞争力之一。然而，因 为服务的特殊性，导致传统运营商普遍存在服务质量与客户脱节、服务质量无法量化评 估和考评、业务新装服务和维护效率滞后于客户投诉、被动维系有离网行为的客户等现 状。如何有效定位客户所期望的服务质量，建立一套长期且有效的工作方法，能主动预 警客户服务质量变化，实现了由被动服务向主动服务转变的突破，已成为三大运营商取 得行业竞争优势的关键点。 本文以中国电信广东分公司（下简称“广东电信”）为研究对象，简要阐述了光纤宽 带业务在全国市场背景及趋势，同时结合服务质量差距模型对广东电信的光纤宽带服务 现状及问题进行了剖析，确定三大差距。重点提出建立光纤宽带服务质量评价模型，利 用 SERVQUAL 模型和关联系数法筛选服务指标，通过变异系数等多个定性定量相结合 的方法确定指标权重，确保解决企业对客户的服务质量期望定位不准确问题。同时提出 建立基于模型的光纤宽带服务质量管理体系，切实将服务标准贯穿整个光纤宽带业务的 服务链条，确保服务标准准确传递到每一个环节，解决服务标准在传递过程的差距和客 户感知的差距。同时结合问卷调查和试点工作，验证了光纤宽带服务质量管理体系的有 效性，进而为广东电信光纤宽带服务质量提升工作提供强有力支撑。 关键词，光纤宽带；服务质量；服务差距；SERVQUAL 模型；服务管控体系IV Abstract With the formation of the competition pattern in the telecom industry, the three major operators (China Telecom, China Mobile and China Unicom) have tended to have the same development direction and product capability . The homogenization of service and tariff makes service quality become one of the key competitiveness. However, due to the intangible and procedural features of services, the traditional operators are generally disjointed with customers in service quality, unable to quantitatively evaluate and evaluate service quality, lagging behind in customer complaints and passively maintaining customers with off-line behaviors. How to effectively locate the service quality expected by customers and establish a set of long-term and effective working methods can actively warn the changes of customer service quality and realize the breakthrough of the transformation from passive service to active service, which has become the key point for the three major operators to obtain the competitive advantage in the industry. Taking Guangdong Telecom as the research object, this paper briefly expounds the background and trend of fiber broadband service in the national market, and analyzes the current situation and problems of fiber broadband service of Guangdong Telecom combined with the service quality gap model, and identifies three gaps. The key point is to set up an evaluation model of fiber broadband service quality, use SERVQUAL algorithm and correlation coefficient method to screen service indicators, and determine the index weight by qualitative and quantitative methods such as coefficient of variation, so as to solve the problem of inaccurate positioning of service quality expectation of customers. At the same time, it is proposed to establish a model-based optical fiber broadband service quality management system, to ensure that the service standard runs through the whole service chain of optical fiber broadband service, to ensure that the service standard is accurately delivered to each link, and to solve the gap between the service standard in the transmission process and the customer perception. At the same time, combined with the questionnaire survey and pilot work, the effectiveness of the optical fiber broadband service quality management system was verified, thus providing strong support for Guangdong Telecom to improve the optical fiber broadband service quality. Key Word: Fiber optic broadband; Quality of service; Service gap; SERVQUAL; Service control systemV 目 录 摘要...................................................................................................................................I Abstract ...........................................................................................................................IV 第一章 绪论......................................................................................................................1 1.1 研究背景............................................................................................................. 1 1.2 研究目的和意义................................................................................................. 2 1.3 文献综述............................................................................................................. 2 1.3.1 服务质量.......................................................................................... 2 1.3.2 国外关于服务质量的理论与应用研究.......................................... 3 1.3.3 国内关于服务质量的理论与应用研究.......................................... 4 1.3.4 服务质量测量模型.......................................................................... 5 1.4 主要研究内容、方法和框架............................................................................. 8 1.4.1 主要研究内容.................................................................................. 8 1.4.2 主要研究方法.................................................................................. 9 1.4.3 主要研究框架................................................................................ 10 第二章 广东电信光纤宽带服务质量的现状及问题分析 .........................................11 2.1 光纤宽带产品及服务环节概述....................................................................... 11 2.1.1 光纤宽带产品介绍........................................................................ 11 2.1.2 光纤宽带产品服务环节概述........................................................ 14 2.2 广东电信光纤宽带服务现状............................................................................ 15 2.2.1 光纤宽带业务投诉现状................................................................ 15 2.2.2 客户满意度评价现状.................................................................... 17 2.2.3 广东电信光纤宽带业务管理现状................................................. 18 2.3 广东电信光纤宽带服务质量差距分析............................................................ 18 2.3.1 经营者对服务质量的认知............................................................ 19 2.3.2 客服对服务质量的认知................................................................ 19 2.3.3 消费者对服务质量的认知............................................................ 20 2.3.4 服务质量差距分析........................................................................ 20 2.4 本章小结............................................................................................................ 22VI 第三章 构建光纤宽带服务质量评价模型....................................................................23 3.1 指标评价理论依据............................................................................................ 23 3.2 基于五个构面的维度分析................................................................................ 23 3.2.1 有形性分析..................................................................................... 24 3.2.2 可靠性分析..................................................................................... 24 3.2.3 响应性分析..................................................................................... 24 3.2.4 保证性分析..................................................................................... 24 3.2.5 移情性分析..................................................................................... 25 3.3 确定服务质量评价指标.................................................................................... 26 3.3.1 确认指标......................................................................................... 26 3.3.2 修正关联性..................................................................................... 28 3.4 构建模型............................................................................................................ 33 3.4.1 指标赋权方法................................................................................ 33 3.4.2 确定指标权重................................................................................ 34 3.4.3 综合评价......................................................................................... 39 3.5 模型结果分析与验证....................................................................................... 41 3.5.1 模型结果分析................................................................................. 41 3.5.2 关联性验证..................................................................................... 42 3.5.3 认知性验证..................................................................................... 44 3.6 本章小结........................................................................................................... 44 第四章 建立基于模型的服务管理体系........................................................................46 4.1 基于模型的服务质量管理体系应用原理....................................................... 46 4.1.1 建立服务质量模型的统一展示.................................................... 47 4.1.2 基于模型的服务预警.................................................................... 47 4.1.3 基于模型的服务分析.................................................................... 51 4.2 体系应用实践................................................................................................... 54 4.2.1 实践效果........................................................................................ 54 4.2.2 访谈结果........................................................................................ 55 4.3 本章小结........................................................................................................... 56 结论与展望......................................................................................................................57VII