Research On The Service Quality Improvement Strategy Of W Company’s Distance Education Business

With the increasing demand for education,the distance education industry comes into being with the highly developed Internet.Affected by COVID-19 in early 2020,the distance education industry rose rapidly and quickly occupied the market.Then in 2021,the State Council issued Opinions on Further Reducing on Students’ Homework Burdens and Off-campus Training Burdens in Compulsory Education.Major education and training enterprises(including some distance education enterprises)have been severely hit because of the policy changes.In this context,W Company,the subject of this paper,is still expanding its market by virtue of its unique operating model of distance education products.In addition to the factors of government support,its good service is also the key to the product’s reputation.However,with the increase of the number of customers and the growth of the service life of customers’ products,the existing service process and service content can no longer meet the increasing requirements of customers.Therefore,W company is eager to find out the specific problems in product and improve them,so as to improve the service quality.In order to find out the existing problems of W Company’s service quality and propose solutions,By referring to domestic and foreign literature on service quality of education industry,this paper analyzes the internal and external environment of W Company.taking six service quality evaluation factors(namely service tangibility,reliability,responsiveness,assurance,empathy and social responsibility)as the entry point,and conducts research on relevant people in the industry and internal service personnel of the enterprise.Through the weight assignment of six service quality evaluation factors in the service process,the consistency of the evaluation criteria of service quality evaluation factors in the industry and the enterprise and the practice of service quality evaluation factors in the enterprise are analyzed.The main problems of W Company’s service quality are as follows:1.There are differences in the evaluation standards of service quality between the enterprise and the industry,which leads to the neglect of the importance of service quality evaluation factors considered by some industry as having higher importance weight in the product and service,thus affecting the service quality.2.The practice of various service quality evaluation factors in the actual service process of the enterprise does not meet the standards expected by the enterprise,thus affecting the service qualityBased on the above research results,this paper proposes corresponding service quality improvement strategies according to the current situation of W Company and the problems existing in its service quality,so as to help the enterprise improve its service status,increase customers’ dependence on the enterprise’s products,and help the enterprise make differentiation in the industry competition.At the same time,it also gives other enterprises in the same industry the corresponding ideas of service transformation.