Study On The Evaluation And Promotion Of Service Quality For Retailers In Xian Yang Tobacco Company

The present society is a society which advocates "service is the Supreme".In this context,how to strengthen the service concept,improve service quality has become an important task of the modern organization must face and solve.With the development of China’s market economy system and the further strengthening pressure that WHO imposed on China’s tobacco industry,China’s tobacco industry must improve the level of customer service quality.The Chinese Tobacco Company should establish the customer satisfaction index to evaluate the the level of customer service quality and inhence customer satisfaction.Then,the Indicator of the customer satisfaction index should be established at once,and further investigation in customer satisfaction should be put into action.This paper usesXianYang Tobacco Company as the research object,using the theory of service quality,customer relationship management theory,customer satisfaction theory,marketing theory to analyse disadvantages and the servicequality of Xian Yang Tobacco Company,and puts forward the improving measures.Firstly,the thesis analyzes the theory and method of service quality,and analysis the content and characteristics of service,as the methods and means to solve the problem of management.Secondly,though retailer interview,the thesis made an retailer satisfaction mode,designed a questionnaire survey into the actual data.With the use of statistical analysis methods,here comes the status quo of retailer service quality satisfaction for Xian Yang Tobacco Company and its influencing factors.Again,the use of SERVQUAL model,from tangibles,reliability,responsiveness,assurance,empathy and other aspects of the problem of quality of service in Xian Yang Tobacco Company were investigated,while the use of the service quality gap model,from the cognitive management,quality control,service and marketing communication,and several of the specific reasons for the problems of service quality.Finally,from the cognitive management,quality control,service and marketing communication put forward the Xian Yang Tobacco Company to improve the service quality of specific measures.