Evaluation Research On Service Industry’s Public Image

Service industry plays a very important role in national economy. Since China’s reform and open to the outside world for30years, this industry has got stable progress. It’s development decides national economy. Especially currently under the economy development strategy of stimulating domestic demand and transferring economic pattern in a slump global economic environment, to develop service industry and increase posts are greatly emphasized. Under such an economy development background, it will be a right time to speed up development of service industry. To achieve this goal, it needs support not only from national macropolicy but also its own instant efforts.The concept Public Image put forward by this article is an important premise to develop service industry positively and orderly. In modern society, not only national organizations but individual citizens as well desiderate good public images, which embodies intangible value like nowadays’personal credit. Therefore, in order to better build public image, we needs to know and evaluate first.This article includes five parts.The first part Introduction tells background and present situation about evaluation research on Public Image of service industry, illustrates related concepts, analyzes research’s purpose and significance, research’s methods and technical routes, and this article’s innovations and shortcomings.The second part Fundamental Theory tells nature of Public Image, classifications of research, i.e. component factors and effect elements, methods and theory of satisfaction degree survey by third party and statistical sampling. In addition, satisfaction degree survey belongs public psychical research, so this article also simply illustrates related psychology. The basic theory of public image evaluation is simply introduced. This article’s key point lies in starting by satisfaction degree survey. Based on illustrations from scientific, objective, professional and economic qualities, and conclusions of small scope research by writer, it concludes satisfaction degree survey is the most scientific method to evaluate Public Image of service industry and realest reflection on public thoughts.The third part Cognition and Evaluation on Public Image of Bank Industry tells PI evaluation research on the example of Minsheng Bank. Firstly, it introduces general information of Minsheng Bank. Secondly, it illustrates current situation of cognition and evaluation on Banks’PI, especially about Minsheng Bank, e.g. achievements on organization’s and lerders’PI constructions. Lastly, it lists methods and achievements about Minsheng Bank’s PI evaluation.The forth part Minsheng Bank’Cases about Satisfaction Survey analyzes cases comprehensively and systemically. It includes survey’s background, purpose, method, flow, pattern, index system, survey design, and data process, analysis and conclusion, and so on.The fifth part Promotion Suggestions on Bank’PI puts forward key points about PI construction and improving routs of satisfaction survey form aspects of Bank, service industry itself, and the whole nation.