Research On Service Quality Improvement Of X Overseas Study Planning Company

Driven by the great idea of "One Belt,One Road" to build a global community of destiny led by the state,the national study abroad policy has been relaxed and the number of people choosing to study abroad has been increasing,and a large number of study abroad planning service companies have emerged.The competition in the domestic study abroad market has become increasingly fierce.The development of the Internet and the popularity of social media have broken the monopoly of information in the traditional study abroad industry,and the situation of unequal information between study abroad applicants and planning service companies no longer exists,clients can easily collect information about orientation planning,background improvement,college application,overseas study,job hunting and employment.How to survive and develop under the fierce market competition,formulate reasonable marketing strategies,comprehensively improve service quality,and maintain and increase the existing market share has become the most important research issue for every study abroad planning service company.In this paper,on the basis of combing domestic and foreign literature,we construct a research model based on the service quality gap model and SERVQUAL scale,set up a questionnaire to collect feedback information from customers service quality of X Study Abroad Planning Company,obtain comprehensive and intuitive data,analyze and process the data to find out the main factors(i.e.gaps)affecting customers’ evaluation and their relative importance with the help of factor and linear regression analysis.With the knowledge of 7Ps theory,we propose suggestions and improvement measures for service quality improvement.This study has a certain guiding effect on the study of service quality improvement of X Study Abroad Planning Company and has some reference value for the service quality improvement of other similar study abroad planning service organizations.