A Study On The Improvement Of Service Quality For The Zixing Tobacco Company

After China joined WTO and the government subscribed FCTC(FrameworkConvention on Tobacco Control)，China tobacoo industry faces more intense outsidecompetition and the smaller survival space． With the development of internalinnovation of China Tobacco and the department of mission of commercial companyand industry company， ZTC(Zixing Tobacco Company) must create value byservice．The service quailty improvement is a new task faced by ZTC．Serivce quality is different from product quality, its evaluation and improvementmeasure are the core and hotspot of service marketing．This research based on ServiceQuailty Gap Model．By using theory and demostration analyse，this research evaluatesthe quality of ZTC，and gives some advice to improve the quality．At first，the articlereviews the achievements of Service quality of domestic and foreign researchers, thenit gives an introducion of present background and significance of ZTC’sreorientation．In the demonstration part，the research is making a deep research ofZTC’s service quality actuality，the research makes simple analyse of GAP．Based onthe empirical results, there are four ways to improve the quality of service includingthat enhance awareness of the service concept, adhere to the research of customerneeds; Open a convenient service hotline to raise the level of quality of service;stimulate the enthusiasm of staff services to ensure quality of servicedelivery;publicize the real issues, and effectively fulfill their service commitment.Finally,four proposals are put forward on the Zixing tobacco company service qualityimplementation of safeguards: Consolidate the network construction, and promote thework of cigarette marketing; improve the incentive mechanism to promoteperformance management assessment; strengthen the joint law enforcement,improving the market supervision system; build quality culture, and promote thebuilding of enterprise culture.