The Transformation Strategy of Service Channel

• Main Authors: LIANG-HSIEN LIN, 林良賢
• Other Authors: Tzu-Chuan Chou
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/01258156422207415102

碩士 === 國立臺灣科技大學 === 管理研究所 === 103 === This thesis describes a case study regarding the transformation strategy of service channel performed by a telecom management team of the TWM Telecom Operator, which was led by General Manager, Mr. Calvin. Although TWM has already become the most profitable company, TWM is completely outsourcing with Synnex such as first-line store services of logistics, mobile agents and after-sales. However, the mobile phone repair and other related service problems have been accused to TWM. Due to the different thinking about the customer services, it has caused TWM to face the continuously decreasing of customer satisfaction. Therefore, Mr. Calvin is thinking about the company's annual operating plan, how continuously to make profit and challenges of the future digital convergence strategy. Consequently he must decide whether or not to terminate the continuous outsourcing partnership with Synnex and to build up its own store services including logistics, mobile agents and after-sales service systems. If Mr. Calvin decides to have transformation of service channel, TWM must smoothly make seamless integration, which needs to put a lot of capital expenditures. Whether it can reach a shorter distance with consumers, and open up new sources of income, it shall be a very tough question. The case discussed here is for a telecom operator in a highly competitive environment to examine whether the existing service channel designs are necessarily adjusted or corrected in order to regain their core competency through service transformation pathway decisions. The relationship between TWM and its partner has been changed, which results is not meeting the service policy of TWM. The key factors to rebuild the service policy must emphasize on customer relationship and service quality and constructing a new business ecosystem and the Economic Community to provide new opportunities for TWM business strategy. By means of studying this case, it is expected that the combination of actual case and theory may provided the reference for the company strategy of service channel transformation. The relevant theories are relating to the channel strategy, core competency, customer relationship and service quality, business ecosystem.