Evaluation And Improvement Of Stravel Agency Service Quality Based On SERVQUAL And QFD

With the continuous development of tourism in China,the competition of travel agencies is becoming more and more intensive.The quality of travel service directly determines its sustainable development,and also affects the overall level of tourism services.With the improvement of people's living standards,the demand of tourism products is also constantly upgrading.As the number of tourist trips increased,more and more people have rich tourism experience,they pay more attention to the quality of tourism services.At present,the quality of service in China's travel agencies is still grim,such as cheating tourists,false propaganda,excessive commitment and many other common problems.Facing the fierce competition environment,how to improve the service quality of travel agency has become the urgent problem for the travel agency managers.S travel agency is located in Beijing,a 5A-class travel agencies,mainly to provide visitors with outbound travel services.According to my more than a year working experience in this company,the travel agency conducted a detailed research and systematic analysis to enhance the quality of service and competitiveness of the travel agency.First of all,using fishbone map to analysis the quality of S travel service,we can find the problems in the S travel agency;Secondly,the construction of quality of service is based on the travel SERVQUAL scale,and through the issuance of questionnaires for tourists we can get the first-hand data,and then using the SPSS22.0 to analysis the questionnaire survey data,which is a statistical analysis software to analyze the reliability and validity of the questionnaire data to verify the validity of the survey data,after that we use the service quality standards and project as a QFD customer demand factor to input the quality house left wall and using the analytic hierarchy process(AHP)to determine the size and needs of the project's important level;analyzing the technical elements of travel service industry and the industry competition,this paper constructs the house of service quality based on S travel agency,and through the house of quality,the paper analyzes the importance degree of the project and analyzes the importance degree of each scale and demand item by AHP.And then the quality control system of the service technology elements is determined,we also can find the different importance of departments in this service quality system.On this basis,combining the work experience with the enterprise practice,the paper puts forward corresponding improvement measures of the relevant departments.Finally,the article uses the SERVQUAL scale twice before and after the improvement,which can verify the validity of the SERVQUAL and QFD combination to improve the direct service quality of the S travel agency.