A Research On Creating Attractive Service Quality For Domestic Service Industry

With coming of the Service Economy Age, many service enterprises with a strategic awareness have realized the economic profit that the service can produce. Even the manufacturers of traditional products have to follow the fashion and provide customer-oriented service. However, the customers' need in the Service Economy Age is changing constantly, and the pursuit of better service quality is also unceasingly advancing. Facing Wal-Mart, Norton and other world-class enterprises, how the domestic service industry promotes the competitive power through the enhancement of service quality is becoming enterprises' urgent question, except for speeding up the reorganization, implementing the large-scale management, developing the new industry, introducing the advanced technology and so on.This paper summarized the academic viewpoint of the domestic and foreign service quality research comprehensively and systematically, and introduced the professor Noriaki Kano's "Attractive Quality Theory" (the KANO model) to the domestic service industry, and provided the certain method and mentality for our country's service enterprises to promote the service quality and create "the Attractive Service Quality". At the same time, based on the domestic and foreign famous scholars' research results, this paper integrated the creation of "the Attractive Service Quality" with the customer loyal, and explored the deep relations of them, and believed "the Attractive Service Quality" is the highest level which the service quality must achieve, customer satisfaction and customer faith are the important manifestation which the enterprises achieve the attractive quality. Obtained the loyal customer, also meant the enterprise has achieved the requirements of the attractive quality, but the attractive quality's dynamic characteristic also further showed customer faith's dynamic characteristic, therefore, if our country's service industry wants to obtain the survival, to continue to develop, to surpass the world advanced level, it should improve the service quality level and promote the market competitive ability unceasingly through service innovation. It is an effective way which our country's service industry may choose that using the professor Noriaki Kano's "Attractive Quality Theory", to create "the Attractive Service Quality" unceasingly and preserve the customer to be loyal forever.