Service process optimization of China mobile multimedia broadcasting based on the gaps model of service quality and the service blueprint

China mobile multimedia broadcasting (CMMB) has a strong need and a huge space for development. However, there still exist many problems for CMMB. Its operating mode is not clear and service quality is difficult to meet customers´ needs. Firstly, the gaps model of service quality and the theory of service blueprint are introduced. Then, combined with the CMMB service process, its service quality perception gap model, service quality standard gap model, service quality delivery gap model, service quality communication gap model and service quality integration gap model are constructed. Finally, the constituent elements of CMMB service process are discussed and its service blueprint is built based on the theory of service blueprint, and then its optimization measures are proposed from a business process optimization, human resource management optimization and the optimization of service blueprint key points in order to improve the service quality of CMMB service process.