Research On Service Quality Improvement Of XS Company Based On Service Quality Gap Model

With the continuous deepening of China’s reform process and the continuous adjustment of the domestic economic structure,the Chinese government has gradually lifted many restrictions on foreign investment entering the domestic refined oil retail market.The refined oil retail market has formed a tripartite situation of "state-owned enterprises,foreign enterprises and private enterprises",with more and more customer choices,and increasingly fierce industry competition.The competitiveness of enterprises is enhanced by improving the service quality,It has been proved to be an effective way to help enterprises achieve greater economic benefits,so more enterprises have recognized the importance of services.As the retail store of an enterprise,gas stations have a close relationship with consumers.Service quality improvement is an effective means for gas stations to enhance their competitiveness.This paper takes the gas station of XS Company as the specific research object,combs the service characteristics of the gas station through literature reading and combining with the current situation of the operation and service quality management of XS Company,according to the existing problems of customer satisfaction of XS Company,uses the SERVQUAL scale evaluation method to develop a questionnaire to carry out the survey,and surveys the perceived service quality of the gas station customers from the aspects of service environment,standard service,ancillary service,marketing activities,customer maintenance,etc.After the investigation,the results were statistically analyzed,and it was found that there were problems in the service quality management of XS Company,such as poor internal and external environment of the gas station,lack of active communication in the service process of employees,and inconsistent standardization of the service process;According to the service quality gap model,the in-depth analysis of the problems found found found that the important reasons for the quality perception gap were that the decision-making level did not obtain the market and customer information in a timely manner,the perception was different,the management level did not formulate the policy accurately,the action was not fast,and the executive level did not understand the policy thoroughly,and did not pay attention to its implementation.According to the actual work and the current situation of service quality management and the causes of service quality gap in XS Company’s gas stations,this paper puts forward a plan to improve the service quality of XS Company’s gas stations.It mainly includes:(1)Improving the management system and system construction to make up for the gap in service awareness and quality standards;(2)The service station image management,marketing publicity management,refueling service process,shift handover process and other four aspects of specific business improvement make up for the service delivery gap and market communication gap.This study provides theoretical guidance for the service quality management of XS gas stations,and has reference significance for the service quality management of similar gas stations.