The Construction And Application Of Xi’an City Service Brand Evaluation System

With the rapid development of information revolution and economic globalization of theenvironment.competition has become increasingly fierce since twenty-first Century.Alongwith the position of consumers in the market gradually increased. and the rapid developmentand progress of society. People choose to spend the autonomy of the targeted has increasinglythinned. So the development of service industry also brings better competitiveness and morelong-term development. Service quality has become one of the research fields on managementdiscipline the most energetic in twenty-first Century. Xi’an.as the capital city of Shaanxiprovince is the unicom of each big city in West and north China. And her speed ofdevelopment is also growing in each passing day. The service industry of China is the fulldevelopment of industry. The first is to gradually become the Xi’an city power to promoteeconomic development.This paper is based on the researches and evaluations of the service quality literaturesand the evaluation model which has been put into use in the service quality evaluation systemin the southeast coast.It is built from the perspective of the three evaluations (file dataevaluation. customer evaluation. expert evaluation of "third party").This paper is aimed atmaking the real "brand name" service enterprises of Xi’an city, looking for the benchmark forthe same industry enterprises, and providing real reliable brand of Xi’an city for customers.This paper is took the evaluation of the customer perceived model SERVQUAL scale as thetheoretical basis of evaluation from the customer perspective and combined with the standardspecifications of various characteristics of the service industry. Also took the actual datacollection and analysis to modify the SERVQUAL scale. And construct the expert "with thecharacteristics of the industry of the third party" evaluation index, and the actual evaluation ofapplication of Xi’an city two enterprises.The main innovation of this paper lies in the following aspects: first.the past qualityevaluation system mostly takes customer perceived as the main evaluation object; second.there is no a set of unified and perfect "brand name" service evaluation system inXi’an City.