The Research Of Hangzhou Citizen Card Company Call Center On Service Quality Evaluation And Promotion Strategy

With the increasing assimilation of product quality and price,most enterprises have transformed operation thinking routing to "customer centered" transformation.Maintaining and improving customer loyalty and satisfaction is an important business objective of modern enterprises.Starting from the concept of service quality,this paper sorts out the literature about service quality and call center,and makes a brief review of previous studies.Based on the original SERVQUAL scale,specially modified for call center,retained the three dimensions of reliability,response,empathy,tangibles and assurance will replace the objectivity and novelty dimensions,and make a questionnaire,and a brief description of the analysis and methods used in the research process.In the empirical research,the author carried out two questionnaires in three different survey sites in a month's time.300 questionnaires were distributed,282 were recovered,267 effective questionnaires were available,the effective rate reached 94.6%,and the results of questionnaires were satisfactory.After the questionnaire was recovered,the questionnaire information and data were collected and analyzed by SPSS,and the reliability of the structural equation was tested by AMOS software.The results of the research well explain the contribution mechanism of the present factors to the quality of service.At the same time,the limitations of this study are explained and suggestions for subsequent research are put forward.