K Travel Agency

With the boom of the service industry and the convergence of manufacturing technology,product functions and products in the manufacture industry,market competition has stepped into the era of service competition,and the competitiveness will draw upon the competitiveness of the service industry to a large extent in the future.An increasing number of enterprises have come to recognize the importance of service,regarding service as the key to maintain customers,and building lasting competitive advantage through service quality management.In terms of the service industry,tourism is an industry that provides customers with a holistic and comprehensive service.As travel demand for travel agencies has been surging in recent years,the market has been increasingly competitive,the tourists have changed their consumption concept and the new tourism law has been implemented,the competition among travel agencies has gradually escalated,and the original shallow price competition and product competition can not meet the needs of the competition in the tourism market any longer,while the competition of service quality of travel agency has become the key to such competition.Whoever can provide customers with more comprehensive and quality services will gain greater strengths and benefits in the market.This paper makes a discussion on the core of service,service quality and Service Quality Model through referring relevant literature.Taking the K travel agency as an example,the paper investigates and analyzes the data of customers,managers,first-line service personnel and marketing personnel in the travel agency,and builds the quality evaluation model to identify it problems of quality and put forward the methods for improvement by using a total of 22 service quality scales from five dimensions of SERVQUAL after studying the PZB service quality model.