Rearch On Customer Service Strategy Of Shiweige Company

Over the past decade, Hospital Internal Logistics Technology has got moreattention of the management of Chinese hospitals. The increasing number of hospitals inChina has adopted Automated Medical Logistic System (AMLS) to improve theefficiency of hospital logistic operation, save manpower and avoid mistakes. The marketof AMLS becomes the most booming market in world wide. With the maturing of theAMLS market in China, customers have started to focus on the service quality more thanproduct. The quality of service is one of the most important factors for customer to selectAMLS brand.SHIWEIGE (史威格) is a foreign-capital company in China, whose major businessfocuses on the industry of AMLS. Being the first company of entering China andestablishing branch in China, SHIWEIGE has achieved the biggest marketing share inChina on the dominant market position. However, in contrast to good sales achievement,the Customer Service of SHIWEIGE failed to keep pace with the development of salesand marketing. The issues, such as poor customer satisfaction, low efficiency of systemuse and bad profitability by customer service, impacted the reputation and brand ofSHIWEIGE. SHIWEIGE has to develop a new strategy for customer service to correctthe existing issues and get customer service improved.In this paper, Gronroos’s “Perceived Service Quality”，PZB’s "Service Quality GapModel" and Service Profit Chain (SPC) will be applied to analyze and study existingservice issues with three aspects: customer, agents and SHIWEIGE. The study reveals afact that Service Quality issue is the core element that leads to low customer satisfactionand other service problems. Based on the discovery, this paper comes up with a strategywhich consists of the internal service quality strategy and the external service qualitystrategy aiming to reduce each quality gap which may cause current service qualityissues. This paper makes out a series of corresponding proposals that include internalstaff satisfaction improvement, customer expectation managing and other relevant plansto implement new customer service strategy.“Internal Service Quality” provides Customer Service Managers with an effective method by which is helpful to get highservice quality. More, Service Manager should pay close attention on managing customerexpectation on service, which is one of important factors on service quality managing.