Research On The Strategy To Enhance Service Quality Of Mr. L(u|") Restaurant

With the advent of the experience economy, catering enterprises must attach great importance to the consumer’s consumption experience. The improved service quality can make consumers enjoy the pleasure of consumption experience, therefore it can bring the consumer satisfaction, and the lasting competitiveness of the enterprise in the fierce market. With the experience catering company Mr. Lii Restaurant as the research object, this paper discusses about the strategies of local catering company who try to improve the service quality.A formal questionaire is obtained in this thesis by establishing a service quality evaluation indicators in combination with the investigation towards caterers and consumers, measuring customer expectation and perception of service quality from the service environment, service delivery and service results and conducting the small sample test, with reference to the SERVPERF scale.192 valid questionnaire responses are received with the simple random sampling method. With the help of SPSS 17.0 software, descriptive statistics analysis, reliability and validity analysis are conducted to the samples. Analyzing with the IPA method, the empirical results obtained indicate that there are two service items which are in urgent need of improvement as follows:(1) the dining environment of the restaurant; (2) the way to handle customer complaints.Based on the empirical research results this thesis puts forward the strategy to improve the service quality of Mr.LU Restaurant catering company. One is to ensure good dining environment, and create a comfortable dining experience; the other is to construct the service recovery management system. In the end, research conclusions are discussed and future research directions are pointed out.