The Service Quality Evaluation of Mobile Communication from Quality Improvement Perspective -a case study on China telecom in Wuchang District Wuhan City

Based on SERVAUAL model, this paper brings in the entropy method to rank quality improvement (QI) priority for service attributes, and a service quality evaluation(SQE) model integrating competitive analyses has been structured to evaluate the mobile communication service quality (SQ) for Wuhan Branch of China Telecom(WBCT). The research shows that the QI priority of 22 service attributes has changed as adopts entropy method comparing with gap-based SERVQUAL. The service attributes that fmally should be improved have changed from Q(20)(Various business charges reasonable) and Q(22)(Record customer complaints and improve) to Q(21)(provide customers all kinds of value-added services) and Q(11)(Staff serves with high efficiency).