| Summary: | 碩士 === 開南大學 === 商學院碩士在職專班 === 103 === The popularity of online shopping along with the opening of numerous telecommunication retail outlets in order to have a physical point of access and individually tailored telecommunications services for customers, the competition is becoming more aggresive. So innovative services have become the onlymeans by which the telecommunication industry can strengthen its competitive advantage.
This study uses the telecommunications company, L, as an example. Hybrid Multiple-Criteria Decision Making was used to verify the telecommunications service performance evaluation model in Taiwan. Firstly, interviews with experts were conducted, then a service performance evaluation system for the communications industry was established to identify key performance indicators in SMEs to establish a communications service performance evaluation system. Decision Making Trial and Evaluation Laboratory (DEMATEL) was then used to establish the system structure model for telecommunications service performance indicators; following this the DEMATEL-Based ANP (DANP) method was used to attain the relative influential weights for the performance evaluationcriteria. Finally, Vlse Kriterijumska Optimizacija I Kompromisno Resenje in Serbian (VIKOR) was used to evaluate L telecommunications company’s performance to help promote innovative business service strategies.
This study establishes a system structure model for service performance indicators in the telecommunications industry in Taiwan for innovative services. At the same time we investigate the factors associated with innovative services and service performance in telecommunications in Taiwan. Overall we have come to four comclusions:
Along with the increasing of online shopping and direct store broadly developed by telecommunication companies, the competition has been more and more intense for Taiwan communication industry, especially on individual managed business and physical stores providing individual services to customers. Thus, service innovation will be the core competence for the next generation communication business.
We have applied Decision Making Trial and Evaluation Laboratory (DEMATEL) on this research to build the system structure model for measurement on Taiwan communication industry service performance index and at the same time investigate the connection between service innovation and service performance factor on Taiwan communication industry. Four results are conducted as follow in:
1. 18 factors of service performance index system for service innovation.
2. Service innovation of communication industry will be reinforced by firstly understanding the centrality guidelines on every segment.
3. “Service management ability’ plays an important role on service innovation for communication industry.
4. DEMATEL can help communication industry recognize every factor on service innovation and the weight ratio between each of them.
This article also proposed advices as below for communication industry.
1. On customer-oriented service, “rapid service” is more important than “fine quality”.
2. On the segment of “service competitive ability”, “advertising” owns the largest centrality value showing the importance on advertising for communication industry.
3. Being able to provide effective service, strength the marketing channels and reinforce service innovation are the only ways to retain customers, to increase consumer desire for old customers and to bring new customers through reputation established.
Keywords: Service innovation, Telecommunication, Communication industry, DEMATEL , DANP, VIKOR
|
|---|
