A Study On The Service Quality Improvement Evaluation Model

With the rapid development of service industries, evaluation and improvement ofservice quality have attracted more and more attention. However, traditional servicequality evaluation method focused more on the evaluation of service performance,and tells little about how the service quality evaluation results can be used into theservice design phase and effectively improve the service quality, thus makingenterprises should not know how to improve service quality when designing service.To solve this problem, this paper analyzes the disadvantages of existing servicequality evaluation methods, and builds a service-design-oriented service qualityimprovement evaluation model. This model analyses the service quality evaluationresults in-depth, to provide a reference for improving the quality of service. Thisarticle studies the service quality at the level of specific service quality attributes,assessing the necessity of improving an attribute from the three aspects of its currentservice quality level, its impact on customer satisfaction and its important degree.Among them, the current level of service quality is reflected by the servicequality evaluation results, including the two parts of customer service qualityexpectations and perceptions, which can be used to calculate the increase rate of aservice quality attribute; with the help of Kano model service quality attributes can bedivided into five types based on their different levels of impact on customersatisfaction, the increase rate can be modified according to the type parameters ofdifferent types of attributes to describe customers’ expectation more accurately; theimportance degree of each service quality attribute can be effectively and accuratelyobtained through the assessment of specialists with the method of FAHP. Adjustedimprovement rate and importance of a service quality attribute together constitute theimprovement factor of service quality attribute, the value of which determines thenecessity and priority to improve a service quality attribute. Finally, an application iscarried out to verify the feasibility of the model.