The Research On Service Quality Improvement Of Assembleon (China)

With the increasing of competition among SMT enterprises, service differentiation is becoming one of effective methods for getting rid of price war. As well as operational system matching with the unique position, it is the fundamentality of service differentiation, whether all the operating service activities of enterprise match with the position depends on the evaluation of service quality perception from its customers. The customer determines customer value and satisfaction apperceive the level of service quality, and those will further impact on customers'loyalty, and affect the profit margin of enterprises ultimately.This paper specific studies how service quality measurement, service quality gap model and quality function deployments are used in enterprises mainly through one SMT (Surface Mounted Technology) device manufacturer's service quality. And it focuses on three problems:(1) how to measure service quality perception and service quality expected among component elements of service quality? (2) what factors affect the service gap? (3) how to improve the service quality, what problems we may meet? Only solving these problems, make service quality would really match with the demand and expectation from customers, and company could enhance customer's value and promote its competition.To solve the above questions, both quantitative and qualitative analyses are used as the research approach in the thesis. It is including following comments:systematic theory analysis, the customer interview and questionnaire survey to study the case. The result of quantitative data is operated by SPSS and EXCEL which makes it as reasonable and practical research results. First all survey questions are based on survey form by PZB's SERVQUAL and combined with the customers' interview. And those questions are formed the questionnaire to serve as the measurement tool on service quality of Assemleon, which is used to measure the service quality perception and customer expectation of Assemleon in China(ASMC). The results of measurement verifies service quality gap in ASMC, and combines with service quality gap model and customers interview of ASMC s service gap to analysis it. On this basis, ASMC's service quality is improved by four steps:define customer expectation, descript service factors, set up mass matrix, and give suggestion to improve the SQ(service quality).As the above research of the thesis, the service quality design and improvement should be the mode based on customer-oriented, not only be exercised on the service quality process control, like the enterprise shown in the case. Through the study of ASMC's service improvement, it describes the stages of service quality improvement and application methods of each model. And for other SMT enterprises it is useful based on the study result. It also has the realistic meaning for enterprises, like guiding practice, increasing the performance and competitive advantage.