Service Quality Improvement Of GID Study-abroad Consultant Company Based On The Gap Model Of Service Quality

Overseas educational consultancy, also called self-sponsored study abroad intermediary agent, plays an important part in the career of helping students study abroad. The year of 1990 to 2010, was the distinguished time for overseas educational service industry in Chengdu. Chengdu, one of the important economic and cultural place in western China, has emerged a lot of self-sponsored study abroad agents in recent year. According to the data in 2010, there are eleven such legal study abroad institutions in Chengdu, while only in the first ten months of 2010, more than 12000 students have applied US students visa on the basis of the statistics from Consulate of the United State, Chengdu..Through the help of such agent, the customers can get information of the overseas schools, admission policies, environment of foreign countries and even job opportunities. More and more study-abroad consultancies can provide the whole process in consultantion application, visa and follow up services to the customers. But compared with the whole process for the customers, most of the companies still have more defects in their services which will not only influence the service quality but also directly affect the development of the company.This paper is based on "service" and in using service gap model to research GID, which is one of the biggest and best overseas consultancies in Southwestern China. GID owns a relatively systematic and comprehensive service process and provides a good research platform for this paper. However, there is still a huge space for GID to promote its service. The service gap model can help GID to analyse the situation and to find out problems at president. Compared with competitors, GID could found out the reasons for existing service quality gap. Combined with service process analysis and customers contacts, this paper could propose strategic recommendations to improve service quality for GID.This paper started from the following three parts:The first part summarized the research background, significance and framework of this paper, and commented the service quality model and explained the system itself. All these explanations and summarizations were started the theoretical ground for the next two parts.The second part was based on service quality model. The paper analysed the current service process situation in GID and other main overseas agencies in Chengdu. And then, the paper compared GID service processes with other companies in order to find problems existing now. Then combined with the quality of service metrics, to analyze and describe the problems one by one.The third part was based on the second part, using the knowledge gap, the quality standards gap, service trade gap, marketing communications gap, service quality gap and 7P's marketing mix, to analyse the problem, to make recommendations and to promote strategic suggestions. All these methods were utilized to optimize the GID service process.In conclusion, this paper was discussed through three parts in five chapters, studied the GID service processes, concluded the process optimization and promotion and got the corresponding conclusions.