中文摘要：

对复杂网络结构和功能的理解成为解释生物学、科学技术和社会学中各种不同客观现象的基础。本文利用复杂网络传播的有关理论，结合服务质量口碑传播的特点提出了服务质量口碑传播演化模型，并将模型在基于电话通话记录建立了的社会网进行模拟研究，得出了有意义的结果，为有关管理经验提供了定量化的解释。本文采用的方法论和实证结果可为网络的传播及相关的管理问题研究提供参考。

英文摘要：

Understanding the structure and function of complex networks has become the foundation for explaining many different real-world complex biological, technological, and informal social phenomena. In this paper, techniques from complex network have been applied to word-of-mouth spreading of service quality, and word-of-mouth spreading evolvement models of service quality information have been developed. By using the models on the social network based on telephone call records, numerical simulation result of the models is obtained, and it provides a better match with theoretic prediction and gives quantitative explanation for management practice. The analytical methodology and empirical results of this paper are also relevant to other organizational information spreading and offers contributions to scientific questions of management.