Research On The Improvement Of Service Quality Based On SERVQUAL In Dingmai Food Company

With the rapid development of the national economy and the ever-incensement of the people living standards,per capita disposable income has continued to growing,so as to baked goods have become more and more popular and been favored by the general public.The increasing demand for the products will inevitably lead to the vigorous development of the baking industry.A large number of bakery chain stores and supermarkets will emerge in the market,and the competition will be fiercer.In such a fiercely competitive market environment,baked food companies must only come to change by improving service quality and service marketing strategies,so as not to be eliminated and maintain a certain market share.The paper takes Dingmai food company as the research object.Firstly,It analyzes market status and service quality of the company to understand the company's current status and integrated environment.Secondly,based on the SERVQUAL scale,it combines with the opinions of the company's management staff and front-line sales staff,conductes an empirical analysis of the Dingmai food company and puts forward a service quality evaluation index system.The system specifically includes five dimensions and twenty-two indicators.Each indicator in the dimension combines the specific characteristics of the company and is a concrete embodiment of service quality in company sales.Then it uses SPSS19.0 to calculate the company's poor service quality,the specific performance in the lack includes five aspects as modern service management concepts,single product category,the low quality of employees,the high vicious price competition.Finally,in response to the problems which exist in the Company,it proposes six aspects as to improving the marketing service personnel's business ability and achieving customer satisfaction,including to clarify the company's market positioning,develop the company 's baking market service product brand,create a good shopping environment,strengthen company's product and service quality management,and implement product price and service promotion strategies.Paper has also formulated safeguard measures from the aspects of corporate culture,organizational structure,institutional guarantees and effective incentives to ensure the effective implementation of marketing strategies.In the paper,the research and analysis of the service quality of the company has revealed the vulnerabilities and deficiencies in the service quality of the company's current service marketing,and putting forward the improvement measures to improve the company's service quality,so as to enhancing effectively the core competitiveness of company,and standing out in a fierce market environment.At the same time,it also tries to provide reference for the improvement of the core competitiveness of food companies with the same development scale in the market.