Research On Service Quality Improvement Of Medical Cosmetology Company “W”

With the improvement of the overall economic level and material living standard of the society,the standard and definition of people’s demand for a better life have been raised simultaneously.The booming development of the medical cosmetology industry reflects the people’s aspiration and pursuit of a healthy and confident life on the basis of great material abundance.Looking at the domestic medical cosmetology market,on the one hand,various plastic surgery projects and medical cosmetology products are widely subdivided to meet the needs of different levels and standards of beauty seekers;on the other hand,the rapid rise of the live-streaming economy has further contributed to the continued expansion of the medical cosmetology industry,and the development prospects are very broad.In today’s era of "beauty economy",beauty seekers have more available choices and more rational consumption decisions,and are particularly concerned about the service quality of medical cosmetology institutions on the basis of medical safety.Undoubtedly,the service quality has become one of the core competitiveness of medical cosmetology brands in the increasingly fierce market competition.However,a lack of authoritative unified service control standards in the domestic medical cosmetology market has resulted in mixed service models and uneven service quality,in addition to the lack of attention to service quality by the management and unsatisfactory customer service experience.Thus,the overall competitiveness of such institutions are weakened by the elements mentioned above.Since its establishment,W has won a good reputation in the market and attracted many loyal customers with its professional medical team and excellent medical safety assurance.However,with the intensification of competition in the market and the serious homogenization of medical cosmetology projects and products,the problems of W medical cosmetology company in terms of its service quality have been gradually exposed and the dissatisfaction of customers has become increasingly apparent.In order to enhance the competitiveness of service,the key issue that needs to be firstly addressed is to do a comprehensive review of the current service quality,analysis of the problems’ root causes,and formulation of targeted improvement strategies in time with accuracy.In this regard,the paper does a research on service quality improvement of W medical cosmetology company,with the purpose of achieving two research objectives :Firstly,promote the scientific and standardized management of W company’s service quality for continuous improvement by developing effective strategies,and eventually enhance its the competitiveness.Secondly,provide the private-owned medical cosmetology enterprises troubled by similar problems with some references.Through literature analysis,questionnaire survey,empirical analysis and other methods,this paper focuses on analysis of the major problems of on-site service quality of W company and exploring its root causes from the service control system,based on five dimensions of service quality evaluation,5GAP service quality gap,PDCA cycle management and other related theories.Combined with the facts of internal and external environments,this study comes up with series of service improvement strategies oriented to seek the satisfaction of customers by the means of scientific and standardized management system for continuous improvement.Meanwhile,the guarantee measures are proposed for the practical application of the strategies.The following three conclusions from the research of this thesis are listed as below: Firstly,the core pains,difficulties and blockages of service quality of W medical cosmetology company lie in the root of service control system.Although there is a quality basis to a certain extent,there exist problems such as vague service concept,partial lack of service standards,incomplete quality audit and evaluation mechanism,in the absence of systematic service training mechanism,and the failure of closed-loop management for service continuous improvement.Secondly,W company can reach the target of continuous service improvement in a scientific and standardized way only if effective solution for the problems and prior risk control measures from the design of service control system are established.Thirdly,a series of guarantee measures should be developed at the same time in order to bring the strategies into effect.