The Research On The Service Quality Optimization Strategy Of TALK915

With rapid development of education and training market, rapid rise of English educational institutions, and he development of online education, some online English training institutions based networks have also maintained rapid development.Confronted with competitive pressure, how to improve service quality, enhance customer satisfaction has become a common problem that Needed to be solved by English training institutions to gain competitive advantages.This study is carried out under such circumstance.By selecting the Talk915 as a specif ic object, the researcher utilizes service quality gap model to measure service quality of Talk915 and put forward some optimization problem. In the course of this study, se rvice quality optimization theory will be initially introduced,combining the SERVQU AL scale to measure service quality of Talk915. Through conducting research, the res earcher finds out that Talk915 has positive service gap value,which can be measured b y three service elements,namely assurance, empathy and remedial. It indicates that Tal k915 has maintained a service advantage in these three areas. However, service qualit y gap between service elements has four negative elements, which are responsiveness,technical support, tangible and reliability.It shows that in these areas, Talk915 needs t o make further improvement to optimize its service. For statistical analysis conclusion,this paper presents each service gap targeted to enhance the proposal and put forward practices to improve service quality. From the company's internal management perspe ctive, it should provide substantial guidance for pre-sales, on-sales and after-sales serv ice processes. This instruction guidance should cover promotional methods adopted b y frontier sales-staffs, requirement for service staffs at on-sales process and guidance of after-sales service, as well as human capital investment in designing department. T he researcher puts forward some practices for eliminating GAP values of visibility, rel iability, responsiveness and technical guarantee.