Research On Service Quality Measurement And Its Application

Service quality as a new concept first appeared in the 1980s, and many foreign scholars have devoted much to the measurement study of it. However, there is still no consensus on the proper method to measure service quality. In addition, there are few researches in this aspect in China, so there is a great need in developing a proper method of service quality measurement with Chinese characteristics. This Research makes use of former's SERVQUAL scale to measure the service quality. The first part introduces basic theories, including customer satisfaction theory, service quality gap model and service quality perceived model, followed by a second part to record service quality measurement, especially introducing SERVQUAL scale in detail.The main body of this paper includes three chapters, in which service quality measurement and application are described. One is the definition of service quality scope. Service quality is viewed from three perspectives: process, structure and outcome. Through detailed discussion. If service firms improve service quality of the above three perspectives, the whole service quality can be better. Another part is the discussion of tracks for measuring the service quality. Through questionnaire and index system, the purpose of measurement is achieved. Complex and abstract theories changed into practical measure. This is an innovative breakthrough, which integrate theories with practice. In the third part, we put forward the evaluation of service quality and make an effort to set up the evaluation system to analyze and evaluate the relationship between three perspectives' quality level and whole service's quality level, based on which to seek the way to improve service quality. The fuzzy comprehensive evaluation is used to evaluate the measurement and try to test the validity of evaluation.The last part of this paper is the conclusion, in which the main findings and the limitation of this research are displayed. It is hoped that this research will be helpful toimprove and measure service quality for service firms.