Research On Service Quality Improvement Of Chongqing DD Cultural And Creative Company

With the progress of The Times and the rapid development of social economy,the cultural and creative industry has become a new favorite of the era.However,the fierce competition between enterprises makes all enterprises in the industry face great challenges.First,some major and well-known enterprises occupy most of the market,making some small enterprises occupy a tiny market share.Second,the service quality of various enterprises under the competition in the industry is uneven.When customers choose partners,they will pay more attention to their service quality,making the industry competition disguised as the competition of service quality.Service quality is an important part of the management of cultural and creative industries,which plays an important role in the competitiveness,customer satisfaction and customer loyalty.The definition of service quality distinguishes a lot from the quality of tangible products in essence and connotation.On one hand,service is an invisible process and behavior,which is not manifested as a physical form,but it is the use value of a sports form.Services have the characteristics of intangibility,immediacy,heterogeneity and non-negotiability of ownership.One the other hand,the service quality is more difficult to evaluate,mainly due to the following two sides: firstly,customers’ evaluation of service quality will consider not only the service results,but also the process of service perception;Secondly,the service quality is reflected at the moment of contact when the employees providing services to the customers.To sum up,it can be predicted that the service quality is difficult to maintain stability,and the emotion of employees providing services is more uncontrollable.Therefore,the judgment of the service quality of customers should depend on the difference between their expected service and actual perceived service.Chongqing DD cultural and creative company is a small and micro enterprise,which has weak competitiveness with large enterprises.To exist in business,it needs to gradually improve its industry competitiveness.With the rapid development of social economy,customers will pay more attention to the service quality when choosing a partner.Therefore,how to improve the service quality of Chongqing DD cultural and creative company has been an urgent case to handle by the company under the fierce competitive market environment.Firstly,focusing on the key point of "service quality",taking the cultural and creative industry as the background,combing the domestic and foreign literature research of "service","service quality" and other related theories,this paper summarizes and analyzes the relevant literature.Secondly,based on the SERVQUAL scale of PZB,a new scale with 20 items was revised from the original scale with 22 items combined with the actual operation situation of DD Cultural Creative Company in Chongqing.After communication with senior leaders and relevant experts of the company,the new scale was partially fine-tuned again to ensure that the revised questionnaire could meet the characteristics of Chongqing DD cultural and creative company.The questionnaire for this study was finally formulated,and the online questionnaire was prepared and distributed according to the revised questionnaire.Then,the collected questionnaires were processed and sorted out by scientific mean and standard deviation analysis,SPSS statistical analysis and other methods.The study analyzed from the aspects of questionnaire reliability and validity test,questionnaire sample analysis,five dimensional service quality analysis,five dimensional weight ranking of service quality,regression analysis of the relationship between the five dimensions of service quality and the nature of customers and so on,finding out the service quality problems of Chongqing DD cultural and creative company in these five dimensions.Finally,the study finds out the correlation of the five dimensions of service quality affected by variables through the regression analysis method.Combining with the results of the service quality gap analysis,the study investigates the reasons,and put forward an effective and feasible service quality improvement scheme for Chongqing DD cultural creative company to reference and effectively improve the service quality of enterprises...