Research On Service Quality Improvement Strategy Of T Air Ticket Service Company

With the continuous development of the economy,China has already transitioned from meeting demands to enjoying service.People's consumption concept has also changed a lot,different from only focusing on product quality while ignoring service quality in the past.Today's consumers pay attention to not only product quality,but also the service mode and content of the merchants.Nowadays,the market competition is becoming more and more fierce.If enterprises want to ensure their stable development,the products and services they produce should guarantee the quality.In addition,they need to maintain and expand customer resources through relevant measures to understand customers' different needs,research customers' purchase behavior and potential preferences,and value different recommendations of various customers.If the company does not pay attention,it is likely to lose customers and the market.Once the market is lost,it means losing everything,and undoubtedly there will be no sustainable development of the company.During the author's internship,and based on the interest in marketing,he found that due to the lack of service quality of T company,the core customers were lost,realizing that the improvement of service quality has a profound and significant impact on T company,as well as an important guiding role in developing marketing activities.First,improving service quality can save T company's cost of developing and maintaining customers,and has a reputational effect,which is conducive to the company's good image.Second,improving service quality can enhance T's market competitiveness.In the fierce market competition,only those companies who have customers' trust and satisfaction can achieve long-term and good development,thus defeating their opponents to gain the largest market share.Third,improving the quality of service is conducive to customer loyalty which will prompt customers to repurchase,generating the brand value of T company.Researching service quality is equal to studying the strategic routes and countermeasures of an enterprise's development,and its importance is self-evident.As a result,more companies are beginning to focus on managing their service quality and fully satisfy consumers' needs.This practice is widely recognized and has been well promoted.For T company,which was established more than ten years ago,researching how to improve service quality concerns how it can stand out in the fierce competition,thus creating development advantages,effectively utilizing customer resources,expanding business scope,achieving business diversification and its benign development.This paper takes T company as the research object,and conducts research through questionnaire survey,semi-structured interview and statistical analysis.After thinking and reading a large amount of literature,the author decided to improve the model based on the most widely used SERVQUAL theoretical model,combined with the industry background and the existing situation of T company.Then,the service quality questionnaire on T company was designed in a systematical and scientific way,and questionnaires were distributed and collected.At the same time,semi-structured interviews were conducted with the company's management,employees,and customers.After a preliminary qualitative judgment on the service quality of T company,a comprehensive analysis was carried out using SPSS23.0,a statistical software,which not only verified the reliability of the questionnaire,but also quantitatively analyzed the service quality level of T company in all aspects.T company's service quality evaluation results are: reliability> tangibility> assurance> responsiveness> empathy,and 22 indicators of the five dimensions have some big or small problems.The author summarizes,concludes and explains according to the interview content,and proposes a promotion strategy plan featuring improvement for more serious problems,and another strategy featuring reinforcement for minor problems,as well as supporting safeguard measures.At the end of the paper,the author also points out inadequacies of his own abilities and the limitations of the research,as well as the prospects of continuing research in the future.