A Study On The Service Quality Measurement Of The Restaurants Around University Based On The SERVQUAL

In the 1980s, with the rapid development of enterprise services in the Western countries, the importance of the service quality gets more and more attention. Provide high-quality service has become an important way to gain competitive advantages. In the recent 20 years, the United States and Europe, scholars in the field not only created a service quality, but the quality of service from the definition dimension to the evaluation of the quality of service and have made a significant contribution. In comparison with foreign countries, China has only just begun research on the service quality is still in the stage of the introduction of foreign research results. No form their own theoretical system, most of the sector, particularly in the service quality and evaluation of guiding significance to the study less.With increased enrollment in colleges and universities constantly, restaurants around university consequently increased, and as market capacity continues to expand, adding to the peripheral restaurant operators have continued to increase. Universities around the restaurant owners have always attached importance to food tastes and hardware investment, less attention to the service quality and software. However, the target customers of restaurants around university is a special group, they have high education, high grade, because of collective accommodation and the strong spread. They not only focus on the taste of food, but also the extent of the services and experience.Relatively speaking, the lower the quality of service in the restaurants around university have become the restrictive factors, Therefore, Improving the service quality is the most important problem. However, improving the service quality must get a clear understanding of the present situation firstly; know about their strengths and weaknesses as well as its rivals, in order to bring up the improvement strategy. But the restaurants around university, the evaluation of service quality is rare, and there was not one effective service quality measurement scale., Because of the good applicability about SERVQUAL, it has been widely applied to various industries Five dimensions of the service quality has recognized by many scholars. However, SERVQUAL was developed by the Western developed countries, China have to research applicability in specific industries.The study is based on SERVQUAL (1991), remedy the flaws of the SERVQUAL. Combining the features of the restaurants around university, design service quality evaluation questionnaires, and use multiple linear regression analysis to determine the comparison weights of five dimensions of service quality about the restaurants around university According to the survey results and targeted to improve its service quality and enhance their competitiveness.This innovation of the study is taking the restaurants around university as the object of study. Combining its characteristics, develop a service quality questionnaire about the restaurants around university Based on SERVQUAL. Proved the cross-cultural applicability of SERVQUAL in china, but also provide a basis for improving the service quality. In Research Methods, distinct from most domestic scholars, using a combination of statistical analysis methods to research the services quality about the restaurants around university. Find the advantages and disadvantages of services quality, then, according to the state, put forward specific proposals.In view of this paper, choose two of the six restaurants the restaurants around university to send questionnaire. Collected 358 person who ate in the restaurants around university to measure their service expectations and perception data services. After descriptive statistics, regression analysis and one-way factor analysis, received the following conclusions:(1) The research questionnaire can be used for evaluation of the restaurants around universityBased on the five-dimensional model and the two columns of expectations and perception of the about SERVQUAL (1991). According to the features of the restaurants around university set the items, and got the service quality questionnaires about the restaurants around university. Results from the study, via the six empirical study on 6 restaurants around university, proved the questionnaire has good reliability and validity, can be used to measure its services quality.(2) The Service quality of the restaurants around university in the five dimensions are different.The study on the five dimensions of the importance of service quality by Multiple regression analysis, got the rank order of importance are : response, safety, empathy, reliability and tangible.(3) The dimension of "reliability" is to be improved in the restaurants around university.It can be seen from quality scores; in general, Customer perceptions have not reached the level of customer expectations. In the five dimensions of service quality, the restaurants made better in "safe" and "visible". Although still not achieved the level of customer satisfaction. But customers have higher expectations, improve little will become a advantage.For the restaurants around university, should draw attention to the "reliability" of this dimension, it has become the main reason for diminishing the service quality of restaurants. From the customer's perspective, listen to the voice of customers, strengthen studying and improving of the "reliability" has been urgent state.(4) Different expenditures of our customers in the restaurants around university have different evaluation of the service quality.Each restaurant has its own positioning market and target customers, by the type of customer demographic analysis, we can judge if different type of customers to evaluate service quality being differences. According to the results, compared with the restaurant's own positioning, adjust the service or positioning. Through one-way factor analysis, age and education level have no significant difference in the service quality. And form the average monthly expenditures, the main customers in the restaurants around university spend RMB500-800 average monthly. It reminds the restaurants around university must take more account of this type of customer's needs at providing services.