Research On The Model Of Service Planning Decision-making And Maximize Service Quality Based On Customers Consumer Psychology

Effective service planning is the key to the successful implementation of customized service strategy and to improve customer satisfaction. Because of the intangibility, heterogeneity, inseparability, perish ability of service, customer directly involved in the service delivery process. So companies must conduct services planning from the customer perspective. Different from tangible products consumption, customer service purchase decision contains more complex logic, and it is a kind of psychological balance results. Based on this, the paper explores the theories and methods of service planning and quality optimization under consumer psychology from the customer perspective. This method fully considers the customer’s consumption psychology, achieve customer service customization and improve customer satisfaction.(1) Factors of customer consumer psychology analysis. Through the literature retrieval and analysis, combining with service enterprise management practice, using the SERVQUAL model and approach- results chain analysis method, from the customer demand motives, customer perceived risk, customer experience and customer perceived value aspects to analysis the key psychological factors which influence customers purchase intention, to explore the customers’ evaluation service and final decision-making psychological process.(2) Research on service planning decision-making under customers consumer psychology. Relevant evaluation information is obtained by employing the questionnaire survey, and the relationships between customer satisfaction and the fulfillment of customer requirements(S-CR) is determined in quantitative Kano model. Then based on the S-CR relationship functions, in the context of and considering cost budget, the optimization model of service planning decision-making to maximize the customer satisfaction is constructed, and the service planning decision-making alternative is determined by solving the optimization model. The feasibility and effectiveness of this model has been verified by combining with tourism services.(3) An approach to maximize service quality under customer consumer psychology. Based on the quantitative Kano model, the relationships between customer satisfaction and the fulfillment of service quality elements(S-CR) is determined. Based on the S-CR relationship functions, the improvement of customer sufficiency obtained from one unit of monetary investment is calculated, and the optimization model of improving service quality under budget constraints to maximize the customer satisfaction is constructed. The improve priority of service quality elements and budget allocation are determined by solving the optimization model. The feasibility and effectiveness of this model has been verified by combining with tourism services.This research is of great significance for tourism industry implicating service mass customization strategy and improving service competence in the future.