Research On Improving The Service Quality Of Zhongwuyayun Education Training Center Based On Customer Satisfaction

With the continuous development of Education Training industry, the competition is increasingly fierce. The recent years witnessed the loss of students and the decline in market share of Zhongwuyayun Education Training Center. It is of great practical significance to diagnose and analyse the level of service quality of Zhongwuyayun and then design its upgrade program, prompt the company to effectively resolve service issues which it is currently facing. At the same time,it can provide some reference to the companies which experience the same difficulty and do some good to related research.This paper, aimed at the practical problem of how to improve the service quality and the customer satisfaction of Zhongwuyayun,based on the related theories of perceived service quality and customer satisfaction,combined with the situation of Zhongwuyayun,built Zhongwuyayun’s service quality satisfaction evaluation system which is based on the SERVQUAL model, and then designed the questionnaire on the basis of the model, by adopting the combination of questionnaire and in-depth interview method, obtain first-hand data and statistical analysis, used the Importance-Performance-Analysis method and The Gaps Model of Service Quality to deeply analysis the main problems of Zhongwuyayun’s service,and connected with the reality, propose six aspects of the service quality improvement strategies, which are strengthening the communication and feedback to understand customer requirements; changing the propaganda strategy to provide experience of sales promotion; providing personalized life care services; take various measures to improving teachers’ comprehensive quality; flexible price strategy and standardized fees procedures; providing traffic convenience teaching place and good teaching environment. And put forward four aspects of safeguards to improve Zhongwuyayun’s service quality,which are establishing the customer evaluation mechanism and accurately understanding of customer needs; building a diversified informationplatform to strengthen communication with customers; setting up service quality standards to improve the staff service consciousness and service level; establishing service failure identification system and developing service recovery program.