Service Marketing, Service Quality Management And Customer Satisfaction Research

With the entry of China member of WTO, service industry is facing intensive competition from internal and international service enterprises. How to provide quality service has become an important subject of the research on servioe marketing. There is similarity in service marketing in the formation of customer satisfaction and service quality. Service quality, which is formed by every specific experience in the process of being serviced, and evaluation to service price determine the extent of customer satisfaction. So the extent of perceived service quality determines the extent of customer satisfaction degree. After enjoying the service, the customer will give a judgement on total service quality based on the evaluation of every part of the service. Total service quality results in total customer satisfaction. This thesis analyzes the character and strategy of service market- ing, management of service quality and customer satisfaction and inter -relationship between them. On the total customer satisfaction point of view, The thesis provides methods and tactics to improvement of service quality.