The self-mapping effect for consumers of qualitygap of TD services

The quality of telecommunications services plays an important role in deciding whether to buy its telecommunications services for a consumer. This paper first analyzed the quality of telecommunications service and service quality gap. Then, we used the questionnaire method and analyzed the quality gap of TD services existedamong consumers. We find the self-mapping effect for consumers isthe main cause of the gap. At last, this articleis concluded with some policy recommendations to help China Mobile eliminate consumers´ self-mapping effect of quality gap of TD services in order to attract more customers.