Local Chain Restaurant Industry, Service Quality Evaluation Model And Empirical Research

Since the study of service quality came to its climax in 1980s, many scholars from some countries did a lot of researches in every field of it. With the fast development of China's service industry, catering industry has become the main force of it. After the operators learned the successful experiences from overseas restaurants, such as KFC and McDonald's, they began to choose catenation as their model. But there is a great gap between domestic chaining catering industry and the top-ranking catering enterprise not only on the brands but also on the scales. Facing the fierce competition from the foreign catering enterprises, we realize that not because the Chinese food worse than west food, but the standards of service quality and the process of service offering did have many questions. As many customers have negative impresses of their service quality, how to improve the service quality to assure customer satisfaction and loyalty makes an urgent sense. The purpose of this study is to establish a domestic catering industry service quality evaluation model for the improvement of China's catering industry customer satisfaction for reference.This paper starts with related theories on the service and the quality of service, focusing on the quality of service concept and evaluation models, analyzing the defects of the SERVQUAL model, then analysis the reasons to pulse the service recovery and product quality as the sixth and seventh dimensionalities, combining with the characteristics of domestic catering industry. On the basis of the analysis, seven hypotheses are brought forward and a domestic chain catering industry service quality evaluation model is built. Then I collect related data through investigated questionnaires and adopt SPSS 15.0 software to deal with these data. Analysis results show that this study is to construct and modify an evaluation model of a domestic chain catering service quality, and demonstrate the validity of the model at the same time. I hope that this model could help our chain catering industry realize the customers' requirements better, then improve the service quality, and enhance the ability to retain more and more customers.