A Study On The Influencing Factors Of The Service Quality Of Kunming Home Decoration Based On SERVQUAL Model

With the continuous booming of Kunming’s real estate market in recent years,huge demands for home decoration have emerged because of the large number of newly-purchased houses.However,the home decoration enterprises in Kunming are still in the primary stage,thus it is of great significance to promote the high-quality development of the home decoration industry in Kunming by capturing the influencing factors of the quality of home decoration and improving customers’service satisfaction.Although SERVQUAL model is at present a mainstream and common model for customer perceived value all over the world,it doesn’t take into consideration the change of the influencing factors of the service quality under different cultural backgrounds and social conditions as well as different service contents.Therefore,in this study,the author redesigns and re-optimizes the scale in combination with the service characteristics of the home decoration industry based on SERVQUAL model,and finally determines the five main factors of influencing the service quality of home decoration:tangibility,empathy,definiteness,reliability and responsiveness,which are used to study the relation between the customer perceived value of home decoration industry and customer’s satisfaction.The main conclusion of this study is:Customer perceived value of reliability dimensionality and responsiveness dimensionality are the key factors for influencing the service quality of home decoration.Tangibility dimensionality and definiteness has no significant positive correlation with the influence of overall satisfaction,which is a new finding in this study.The study shows that it is difficult for the companies to improve the customer satisfaction through increasing the input of tangibility dimensionality and definiteness dimensionality of home decoration.On the contrary,excessive marketing remarks and unrealizable designing scheme will make customers form a wrong home decoration service expectation,which might cause a difference between customer perceived value and service expectation.Home decoration enterprises must pay more attention to the improvement of the customer perceived value in reliability dimensionality and responsiveness dimensionality so as to ensure that what the customers perceive meets their expectations,or even higher than their expectations.This will help enterprises build up a good public praise,attract customers and get a greater competitive edge.