Study Of Perceived Service Quality-A Case Study Of An Advertising Agency

The development of the Chinese market has entered the era of the service economy.With increasingly fierce competition,the quality of service has become one of the most important means to success.For the Internet advertising industry,advertising services provided by advertising agency itself is an important product,the process is an important source of consumption and profits.Internet advertisers' needs in the midst of constant change and development,quality of service expectations are rising.Therefore,the actual operation of the Internet advertising company which,how to improve the perceived quality of customer service,has become a major challenge for companies.This study selected Internet advertising agency industry in Company A representative for the study,the main purpose is clear A company's service processes,and after using the SERVQUAL tool for existing customers perceived service quality research and analysis of the company's A-aware services improve the quality of recommendations to improve the quality of service feasible.Firstly,the study combining practical work experience and interviews with industry experts.A company's service blueprint was drawn to show Internet advertising service processes.Then I use the entire service process to identify the contact point and the point of failure by the service blueprint.Thereafter,the service blueprint was used to identify the point of contact out of service and expert interviews improved SERVQUAL method categories and entries,enhance their adaptability to A Company.The newly constructed SERVQUAL scale to retain the previous tangibles,reliability,responsiveness,assurance,empathy five dimensions,and dimension items were asked to modify,add and delete.After this study,the model based on quality of service,research and design a questionnaire and selected 39 individuals in the company's existing customers A questionnaire.And the data collected questionnaire reliability and validity analysis confirmed the reliability and validity of the questionnaire.According to descriptive statistical analysis of the results obtained and the final questionnaire factor analysis,analysis of the entire process point of failure and make targeted recommendations for improvement.In the study,the company's advertising agency industry perceived service quality evaluation and analysis is ingenious,to fill the gaps in this industry service quality research.In conclusion the authors point of failure and experience points for each of recommendations for improvement,to try to enhance the quality of service department of the company to further enhance the company's industry competitiveness.