YK Company FB Business Unit Internal Service Quality Improvement Strategy Research

In the new century,with the rapid development of global economy,competition grows in all kinds of fields,many enterprises pay more attention to the importance of service and awareness of service quality become deeper and deeper.Due to the fierce market competition,improving service quality becomes an important factor of enterprises' sustainable development.No matter tangible product or intangible services are inseparable from the staffs' effort and dedication and enterprises gain the long-term growth.This paper is based on the theory of “service profit chain” and study the improvement strategies of internal service quality of FB business unit---YK company.Based on the actual situation of FB BU of YK company,on the basis of American Customer Satisfaction Index theory which proposed by Fornell etc.and Internal SERVQUAL evaluation model which proposed by Hallowell etc.,constructed the indicators system of customer satisfaction survey and internal staffs' satisfaction survey.In order to make sure the relationship between internal service quality of FB BU of YK company and customer managers' satisfaction and loyalty.We use questionnaire method,then designing internal service satisfaction questionnaire to research.At the same time,in order to ensure the relationship between custom managers' satisfaction,loyalty and their customers' satisfaction,we designed customer's satisfaction questionnaire to obtain the relevant data.Using software SPSS to analyze results of the questionnaires,including Cronbach Alpha reliability test,Pearson Correlation analysis and regression analysis.The result is that group work and tools support have the most important impact on the internal service satisfaction.Then provide improvement measures and strategies based on the result of internal service satisfaction questionnaire.For the measures and strategies of tool support,this part includes present situation description,existing problems,demand analysis and improvement measures and strategies.For the measures and strategies of group work,this part includes improving internal coordination ability of sales team and promoting service quality of support teams.The two points need to be described in details.This research provides reference and basis for FB BU of YK company,which contains how to improve internal service quality effectively in order to improve internal staffs' satisfaction and loyalty,and then improve customers' satisfaction and achieve profit growth of FB BU at last.