Research On H Company 3C Retail Service Quality Improvement Based On SERVQUAL Model

With the development of The times and the progress of science,3C products occupy an increasingly important position in consumers’ daily life,from mobile phones,computers,tablets,digital audio equipment and intelligent kitchen electric home equipment,providing consumers with more convenience but also bring greater service demand.Especially under the impact of online retail,price competition has become a thing of the past.How to attract more consumers with high-quality services is the current concern of 3C retail enterprises like H Company.Based on the SERVQUAL model,this paper,through combing relevant literature and consulting industry data,on the premise of collecting the actual business data of H Company,carries out a questionnaire survey for H company users,and conducts in-depth research on the service quality of 3C retail business of H company products.In the questionnaire survey link according to the actual situation of 3C product related services,combined with the SERVQUAL model set questionnaire,through the questionnaire from two aspects of customer expectations and perception in random sampling,and analyze the data,and form a scientific and reasonable and targeted H company 3C products retail service quality improvement plan.In the questionnaire analysis section,the 445 questionnaire answers were screened and eliminated,and the validity test and descriptive statistics of the valid questionnaires were conducted.Then,the service quality gaps of 22 indicators in the 5dimensions were found out,and the improvement strategies were given based on the sources and causes of the gap.In the process,SPSS and other analytical tools,and exploratory factor analysis and IPA evaluation methods are used to make the analysis process scientific and reliable.Through the analysis found that in the H company 3C products retail services,consumer attention of five dimensions from high to low in order: empathy,responsive,assurance,reliability,and tangible,and H company for consumers the perception of the service in the five dimensions from high to low in order: reliability,tangible,assurance,responsiveness and empathy.Among them,the deviation value of responsiveness and empathy is too large,and there are corresponding problems to be solved;there is a certain gap between the assurance dimension and customer expectation,which needs to be improved;the reliability and tangible dimension basically meet customer expectation and sustainable optimization.Therefore,the author analyzed the actual problems of H Company,and provided solutions such as strengthening the training,increasing the process,completing the product description materials,and refixing the posts and responsibilities.