Research On Service Quality Optimization Of K Company Based On Entropy Weight Method And TOPSIS Evaluation Model

K company specializes in the production of decorative materials used in the construction and renovation of gas stations and filling stations.It is a private enterprise integrating production and sales.In recent years,due to various reasons,the competition in the gas station industry has intensified,so that the owners of gas stations are paying more and more attention to the exterior packaging of brands and images.Their requirements for exterior packaging are becoming more and more novel and unique.All these directly lead to K company must improve its competitiveness.K Company considers to improve service quality first.However,what about the quality of company K’s existing service? What indicators do we need to improve from? In the previous operation process,K company mainly evaluated the service quality by feeling,lacking a scientific and reasonable evaluation system that could be fully applicable to the company’s business characteristics.In order to provide better service for customers and make the decision to improve the service quality have a reasonable basis,it is necessary for us to seek a scientific and effective evaluation method to evaluate the service quality of K Company effectively.This paper aims to build a service quality evaluation model of K Company based on the existing SERVQUAL service quality gap theory and combining K Company’s own business characteristics,service process and customer demand.Based on this,the service quality of K company can be evaluated scientifically,the problems existing in the operation process of K Company can be found,and the corresponding optimization suggestions can be provided.Starting from the five dimensions of tangibility,reliability,responsiveness,assurance and empathy in the SERVQUAL scale,this paper adjusted the 21 indicators in the original scale and finally optimized and reduced them to 19 indicators based on the situation of K Company.Finally,in the form of questionnaire survey,the author collected receipts from K company’s customers,and collected the actual perceived value and expectation of K Company’s service quality from customers.The author gave weight to each index by using entropy weight method,and finally used TOPSIS optimal solution and worst solution evaluation model to score and rank the service quality of 19 service evaluation indexes in five dimensions of K Company.Finally,according to the score and ranking of each dimension and project,optimization measures to improve service quality are proposed,which provides strong and favorable basis for future development.