Research On The Service Quality Countermeasures Based On The Promotion Of Brand Building

With the rapid rise of the domestic expressway service industry,the service quality of the toll station is in the primary position in the service enterprises of the expressway.Road transport services belong to industries with strong service attributes in transportation.The demands of travelers are no longer just low fees and fast traffic.More attention is focused on the aspects of service quality,personnel quality,road appearance and other traffic efficiencies.Therefore,highway enterprises must continuously improve the service quality of highways in order to meet the increasing demand of drivers and passengers,and win the advantage in fierce market competition.The research on the construction of the brand construction of the Xebio expressway is not long,and it is still in the initial stage,and many new methods have not been tested by practice.Based on the introduction of the toll station brand building theory in the process of promoting the quality of services in the construction of highway and highway toll station brand theory brand service quality combination,so as to solve the existing problems of highway toll station industry service quality and brand image of highway construction,make contribution to the improvement of service quality of highway transportation,it has theoretical and practical meaning.The construction of Xebio toll station has made some achievements,which provides a good experience for Xebio Expressway to improve its service quality and promote brand building.According to the requirement of improving the service quality of the toll booth and promoting the brand construction,taking the toll station as the investigation point,we investigated the service brand construction of the passengers and found the problems and reasons in the construction of the service brand at Xebio highway.On this basis,the optimization measures of service quality in the brand construction of Xebio expressway are put forward.First proposed the Xebio highway brand building the target market and the five stages of the implementation of the ladder,and then put forward the perfect incentive mechanism to improve the quality of service should take the brand building,and to position in the service brand building work to improve brand marketing consciousness,professional skills and strong service personnel promotion,and to develop long-term planning of the West take the slope of the service brand building.The construction of Xebio service brand needs to start from every bit,and make appropriate adjustments in actual work according to the specific circumstances,so as to promote the development and extension of brand.