The Evaluation About Service Quality Of Medium And Small-scale Catering Enterprises Of Xi'an

As the core of service Management, Service quality is the key of the enterprises participating into market competition and improving their competitiveness, also is one of the hot topics of everyday concern, and has become a very dynamic research topics of management discipline since the 1980's. Service quality has been studied abroad for twenty years, there is a relatively complete theory and method has been formed. Because of late start, the domestic research is still in the stage using the results of foreign research and develops slowly. In the service quality evaluation methods, SERVQUAL is one of the most commonly used methods and is the basis for this study.Food service quality is the lifeline for the survival of catering enterprises, is the embodiment of the competitiveness of catering enterprises and a measure symbol restaurant management level, which includes tangible product quality and intangible service quality, is the perfect unity of the two. The Chinese food service industry has experienced a period of vigorous development since the reform and opening up, and has become one of the main driving forces to promote economic growth. Xi'an is a famous cultural and tourist city in China and the world, the development of culture, science and technology and tourism has promoted the rapid development of catering industry. By influence of social, economic, geographical, cultural and other factors, small and medium sized Catering enterprises is the Main components of Xi'an catering enterprises.This paper takes the latest research results on service quality and its evaluation by home and abroad as the theoretical basis, accords to SERVQUAL evaluation model and combined with the characteristics of our catering and the elements of service quality to design the questionnaire, takes the methods of the Combination of literature survey, questionnaire and interview, and the Combination of quantitative analysis and qualitative analysis, measures the service quality of small and medium food enterprises in Xi'an, and analyzes the five dimensions factors that impact service quality. Thesis is divided into five chapters: Chapter 1 is an introduction, briefly Descript the studied background, purpose, meaning, Current Research and research methods, mainly reviewed and sorted the progress and the latest research results domestic and foreign; Chapter 2 is the related theories of food service quality; Chapter 3 is the analysis status and problems is service quality to the small and medium food enterprises in Xi'an; Chapter 4 is the main part of the paper, uses quantitative methods such as variance analysis, correlation and regression analysis, analyzes the factors that affecting service quality of small and medium food enterprises in Xi'an, and evaluates levels of service quality; Chapter 5 accords the analysis results to Propose the Suggestions to improve the Service Quality of small and medium sized Catering enterprises in Xi'an.The research papers shows that the level of service quality of small and medium food enterprises in Xi'an is poor, there is a significant difference between customer's service perceptions and service expectations, service quality particularly the intangible quality such as the service staff'quality need to improve urgent; the impact on the overall service quality of five dimensions factors is different, and the order from high to low as: tangibles, responsiveness, guarantee, reliability, empathy. According to the analysis results, tangible, responsiveness and assurance take a relatively high level on service quality, and should be given high priority when improving the service quality. Compare with tangible service quality, intangible service quality is poorer, small and medium food enterprises in Xi'an should improve the invisible service quality as soon as possible. Thereby, several effective ways in this paper are proposed from two aspects that enhance internal management level and the staff'quality to improve the customer perceived service quality, enhance customer's satisfaction and loyalty.