A Study On Evaluation And Improvement Of Service Quality

World economy has been entering a service age in the 21 century. The status of service industry is continuously increasing in national economy and social living. The economical competition among all the countries has made its direction from products to service, while the service quality is the lifeline of service enterprises. The study on service quality can not only promote the progress of management science, for the healthy development of national economy, but also help enterprises to obtain solidified market rival superiority.The study of service quality of west service industry experienced the orthodox management, the industrialization mode and client trend and so on. More attention has been paid to the service quality of service industry in China, but the concerning study and practice are almost blank. We live in the moment that practice experience is to be accumulated and analyzed, advanced overseas theories are to be introduced. We should strive to overtake them and fill up the blank.On the basis of the background, this article summarizes the history and status of service quality at home and abroad, concludes the basic definition related to the service quality of customer perception, and puts forward the scientific concept of service quality that is studied. According to the gaps-model, the causes of low service quality in our service enterprises are analyzed, which rest with four gaps. The first gap is between the customer expectation and the marketing manager's cognition; the second gap is between the manager's cognition about customer expectation and the criterion of service quality; the third gap is between the criterion of service quality and the service delivery; the fourth gap is between the service delivery and the external communication. Causes made a series of gaps are analyzed during the management service enterprises, the reparation is processed one by one, gaps are reduced and even eliminated, customer expectation is to be met with service quality.Evaluation principles of service quality are given based on traits of service and service quality, and the variable setting of estimate system is confirmed. According to the gaps model, a simple and valid method is given. The author put it into the practical service enterprises, and found the bottle-neck factors which influence the service quality of enterprises. The material improvement strategies are the following: above all, building service concept and constructing service culture; secondly, spreading knowledge service in dire need with the knowledge economy coming; thirdly, managing service promises, administering customer expectation and mending customer education; in the end, strengthening service remedy; lessening dissatisfaction.