Service Quality Of A Little Flavour Based On Service Quality Gap Model Research On Promotion Strategy

Catering industry is a typical service industry,but also closely related to people's daily life.With the development of social economy and the progress of scientific and technological capabilities,as well as the increasing prosperity of the people's pockets,China's catering industry is now in a golden period of rapid development.However,while the catering industry has maintained rapid and stable development,huge challenges are also coming.First,because of the large number of foreign super-large catering enterprises entering the Chinese market,the domestic catering market competition is becoming more and more fierce;second,the domestic catering industry's ability in service quality and service management lags far behind the international level.Service quality is the core content of catering business management.It plays an important role in the economic benefits,competitiveness,customer satisfaction and customer loyalty of enterprises.The definition of service quality is very different from the quality of tangible products in essence and connotation.Service has the characteristics of abstraction,invisibility,perishability,difference and inseparability.The quality of service is more difficult to evaluate,mainly reflected in the following two points: consumers' evaluation of service quality should consider not only the results of service,but also the process of service;the quality of service is reflected in the instantaneous contact between the employees who provide service and the consumers who receive service.It can be predicted that service quality is difficult to maintain stability,and the emotions of front-line service employees are uncontrollable.Therefore,consumers' judgment of service quality should depend on the difference between expected service and perceived service.For the old Chinese fast food enterprises,due to the limitation of funds and management experience,and the lack of effective theoretical and methodological guidance,service quality is often difficult to improve.Therefore,how to improve the service quality of "a little taste" is a problem that enterprises must solve.First,focusing on the key point of "service quality",this paper combs the relevant literature on "service","service quality gap model","the impact of service quality gap results" and so on,and finally decides to use SERVQUAL scale measurement method to evaluate the service quality gap of a tasty restaurant.Secondly,on the basis of SERVQUAL scale,the new scale is revised according to the characteristics of catering industry.After communicating with the senior management and relevant experts,the new scale is re-adjusted to ensure that the final revised questionnaire is in line with the characteristics of the "little taste" enterprise.Then,the revised questionnaire was issued and the data were collected.The data were processed by means of scientific mean and standard deviation analysis,Pearson correlation analysis and multiple linear regression analysis.Finally,according to the results of data analysis,we can get the outstanding service quality problems existing in enterprises,and then find out the reasons by combining the analysis of service quality gap,and give effective strategies to improve the "little taste" service quality for enterprises to refer to or implement.