Evaluation Of Rural Pension Service Quality Based On SERVQUAL

Since the reform and opening up,with people's living standards improving,people have been no longer satisfied with the enjoyment of material life,instead they have gradually spent more on the consumption of spiritual life.Thus tourism satisfies their pursuit of spiritual life,which leads to its rapid development.With the continuous development of tourism,rural tourism has entered a period of fast development.Consequently,rural areas have undergone tremendous changes,so has the thoughts of farmers,which resulted in the updating of rural tourism.As a new form of rural tourism,rural pension is popular with more and more people,and more farmers and even urban investors pour into the industry of rural pension,which promotes the development of rural tourism.In recent years,investors and rural farmers have been pouring into rural pension,however,because of their lack of understanding of rural pension,coupled with the lack of industry management,an increasing number of problems have arisen.For example,problems caused by service quality appeared constantly.Based on this background,this paper introduces the SERVQUAL model of PZB and constructs a service quality evaluation system according to the characteristics of rural pension.The model consists of 6dimensions,which include tangibility,reliability,responsiveness,assurance,empathy,rurality and other 24 index items.Taking Qingcheng Mountain as an example,this paper collects feedback information from tourists on the service quality of Qingcheng Mountain rural pension by questionnaires.It is based on the theory of PZB five-gap model and SERVQUAL model.This paper studies the service quality and service quality influencing factors in Qingcheng Mountain rural pension.Through the data analysis,it is found that the score of service quality is 84.7.The service quality is general,and it needs to be improved.It shows that the service provided by Qingcheng Mountain rural pension needs to be greatly improved in these aspects.Finally,according to the conclusion summarized the rural pensionl management enlightenment,analysis of the deficiencies and the outlook are put froward.