The Empirical Study Of Chongqing Hot Pot Chain Enterprise Service Quality Evaluation From Customer Perception

With the rapid development of Chongqing hot pot industry and the promotion of the competitiveness, Chongqing hot pot has become a major power in the competition with foreign fast-food. However, the service standards and service supply of Chongqing hot pot chain is still a big gap over its competitors. Now the community is gradually entering a new service-oriented era. Service exists everywhere and at all times, and service has become the competitive advantage. Quality of service issues have aroused wide attention, service quality evaluation has become a hot academic research problem. Therefore, how to improve service quality to enhance the competitiveness of Chongqing hot pot chain has become a top problem. Purpose of this paper is to build service quality evaluation model of Chongqing hot pot chain, and obtain customer service quality evaluation results of Chongqing hot pot chain through the empirical analysis. Based on the proposed management enlightenment, provide reference to improve the competitiveness of Chongqing hot pot chain enterprise.This article first conducts a literature review about the content of service, service quality, service quality evaluation home and abroad, and comparative analysis of the service quality evaluation model, then generalizes the characteristics and gives development status of the Chongqing hot pot industry, and introduce the cause that the five dimensions of SERVQUAL model as well as remedial, functional and cultural dimensions become the dimensions of Chongqing hot pot service evaluation model. Based on the above theory, put forward the hypothesis and build Chongqing hot pot chain service quality evaluation model, then through a questionnaire survey to collect relevant data, using statistical software SPSS17.0 Chinese version to analyze and process data. The empirical study results show:the Chongqing hot pot chain service Quality evaluation model is created and modified, and the model is validated. The model can help Chongqing hot pot chain know customer needs, improve service quality and enhance market competitiveness.Through the thesis, obtain the following findings:First, based on the SERVQUAL model, the Chongqing hot pot chain service quality evaluation model is created and proved. Will remedy, and cultural indicators join the service quality evaluation system, through factor analysis, correlation and regression analysis found that remedial, cultural Chongqing hot pot chain for the customer service quality has a strong impact.2, Chongqing hot pot chain service quality rating is not high. In this paper, customer service quality gap between expectations and perception of Chongqing hot pot method to evaluate the quality of service chain. Chongqing hot pot chain found the quality of service indicator score are negative, indicating that the quality of services in Chongqing hot pot chain exists in all aspects of expected customer service levels reach the issue, the need to improve. Third, empirical research, the final evaluation to determine the impact of customer service quality in Chongqing hot pot chain of seven dimensions, namely tangibles, reliability, responsiveness, assurance, empathy, remedial, and culture.7 factors that contribute to the cumulative rate of 86.33% of variance and by regression analysis the importance of these seven dimensions analyzed, all dimensions and overall service quality of regression coefficients were 0.108,0.327,0.175,0.216, 0.298,0.272 and 0.309. Chongqing hot pot chain operators can the importance of these seven factors to determine the extent to enhance the quality of service priorities.Chongqing hot pot chain of management has the following revelation:First, create a clean and comfortable dining environment. Consumer spaces as people upgrade, the choice of hot pot restaurants pay more attention to the time consumption of clean and comfortable dining environment; second, strengthen personnel training and management services. Only by constantly strengthening the training of staff and management, improve service quality in order to improve service quality. Third, create the cultural knowledge and experience environment of Chongqing hot pot. Chongqing hot pot has become a tipping of the city's calling card, with rich cultural connotations. Chongqing hot pot enterprises provide food and service here, but also for the customer to create a culture of knowledge and experience of Chongqing hot pot environment. Fourth, strengthen the quality of service measurement and dynamic. Quality of service is changing. Chongqing hotpot chain requires regular evaluation of service quality in order to achieve dynamic control.