Study On Service Quality Evaluation And Improvement Of M Company

With the economic crisis broke out in 2007,Global trade suffered a heavy blow.M company as a carrier,its primary business is container transport,the scope of transport includes maritime transport and part of inland transport,which plays an important role in the operation of global trade.It has been impacted the same after economic crisis broke which lead to its net profit has declined year by year,even a loss incurred in 2017.Carriers have taken various actions to minimize the impact,but the effect is very limited.From 2016,M company began to transform strategic to customer experience.By 2019,customer experience has been put to an unprecedented level.Many actions have been taken to improve customer experience,but most of them focus on the service facilities,while the actions to improve the quality of service are very few.In view of this,the author has made a thorough study of the theoretical knowledge related to improving service quality.Based on the five dimensions,responsiveness,empathy,assurance,reliability and tangibility,of SERVQUAL model and the business of M company,this paper builds a questionnaire to investigate the current service level.Taking customers in Greater China as the target group,the perception and expectation of M company's service were investigated.In order to have further understanding of the survey's result,the reliability and validity of the questionnaire results were analyzed by using SPSS 20.0.The results showed that the questionnaire results had high reliability and credibility.Through the analysis of the survey results,author found that there are slightly differences among five dimensions,the largest gap being-1.01 and the smallest being 0.04.Based on the results of the questionnaire and the feedback from M company employees and management,the interview outline has been designed.Through interviews with employees and management,we can further understand the root causes of the gap between perception and expectation in five dimensions.And rhen,summarize and classify the root causes according to the service quality gap for further study.In order to minimize the service quality gap,this paper puts forward some improvement plans on shortening the cognitive gap with customers,optimizing the training system,strengthening the rationality of personnel arrangement,improving the service quality assessment mechanism and optimizing the process.The purpose of this paper is to further study the current M company's service quality,and then help it maintain its leading edge in the challenging and competitive market environment,to smoothly pass through the process of the company's development direction change,and to achieve greater profit growth.This paper has provided a significant guideline for the improvement of M company's service quality.At the same time,it can provide some reference for the related research of service quality in this industry.