Research On Construction Of Service Quality Evaluation Model And Countermeasures Of Improving Service Quality In Dezhou Tobacco Company

The tabacco industry’s advantages of relying on the monopoly system to realizevalue added are facing increasingly fierce market competition and challenge. On theone hand, the signature of "Framework Convention on Tobacco Control" means thatthe international tobacco market competition intensifies day by day and theliving space of Chinese tobacco decreases; on the other hand, the tobaccoindustry isfacing a transition stage from the past epitaxial growth relying on material elemensinputing to connotation development depending on the quality, value, technologyprogress and cost saving. At the same time, along with the further developmentof internal reform of tobacco, especially tobacco companies are gived a new historicalmission after separation of industrial and commercial, the tobacco companiesare relocated for service providers. Therefore, the tobacco industry and commercialenterprises are facing the new subject which is how to create value and look for thenew profit growth point through better service.In this context, Dezhou city tobacco company sings the main themeof service,advocates the service idea, improves employee service consciousness andability, requests to build service brand strategy. The service quality work of Dezhoutabacoo company conducted in an orderly, but how to evaluate the service quality hasbecome a difficult problem in Dezhou tabacoo company. Dezhou tabacoo companyas the research object, the paper constructs the service quality evaluation model,explores the service problems using of indicators in the model and putforward countermeasures to improve the service quality. The paper provides thetheory basis and the practice instruction for perfect service system ofDezhou tobacco, improving the service level and achieving the service brand strategicobjectives.The paper analysed of the research status of service quality at home and abroadand found the research on tobacco industry service quality is very small, and lackedthe empirical research on the service quality. Service is very important to the tobaccocommercial enterprise, So I draw up the topic of this paper: Research on Construction of Service Quality Evaluation Model and Countermeasures of Improving ServiceQuality in Dezhou Tobacco Company. Secondly, the paper determined the servicequality dimensions and the dimensions of each indicator variablethrough questionnaires and interviews, used AHP to construct the service qualityevaluation model which includes3first level indicators,20two level indexes and78three level indexes, calculated the weight of each dimension index using expertinvestigation method, further explained application and evaluation process. Thirdly,the paper investigated service performance satisfaction, analysed service quality gapof each dimension and the index of each dimension and explored the needs of servicequality indicators improved. Finally, the paper put forward countermeasures toimprove the service quality of Dezhou tobacco company based on the service qualitygap analysis and interview survey results.Service quality evaluation model constructed in this thesis can provide theoreticalguidance and practical support for the evaluation of Dezhou tobacco service quality.At the same time, the research conclusion of this thesis can help Dezhou tobaccocompany to formulate the strategy of improving the service quality. The paperalso enriches the theory results of the study on service quality in the tobacco industry.