Research On Service Quality Improvement Strategy Of AD Loan Companies

With the development of social economy,the national economy has entered the era of service economy.In the GDP statistics of 2021,the added value of the tertiary industry accounted for 53.3%,which can be said to be the largest industry in the name.The development of the service economy has spawned a large number of financing loan needs for individuals and small and micro enterprises,and the loan industry reduces the financing costs of small and micro enterprises and individuals,improves financing efficiency,and contributes to the social economy by providing services for small and micro enterprises and individuals.After years of development,the loan industry has now entered a white-hot stage,in the case of increasingly difficult to obtain new customers,how to improve the marketing effect by improving the quality of service and achieve the goal of retaining old customers has become the key for AD companies to participate in market competition,and it is also an important issue in the company’s marketing management.Loan assistance service belongs to a typical service industry,and it can be seen from the theoretical framework of Valarie A.Zeithaml service marketing that AD’s goal of retaining old customers is essentially a service problem.By applying Valarie A.Zeithaml’s service marketing theory and Sanjeev Bordoloi’s service management theory,we can see that the core of the service problem is service quality.This article focuses on service quality and improves service marketing effectiveness by achieving the goal of retaining regular customers.Through the analysis of service objects,influencing factors of service quality and the status quo of service quality,this paper clarifies the main aspects affecting the service quality of AD companies,and lays a foundation for the subsequent investigation analysis and strategy proposal.In the analysis stage,the direct data of customer evaluation of service quality was obtained through questionnaire survey,and on this basis,questions were raised,problems were analyzed,and finally a series of improvement measures were proposed for the improvement of service quality of AD,such as cross-departmental integrated marketing communication,control of service quality process,multi-role participation in service delivery,focus on customer relationship establishment,create a closed loop of service,and establish the concept of overall service delivery.This paper focuses on the application of service quality,and finally puts forward strategic objectives,strategic priorities and core indicators from the overall perspective of service quality,which provides a starting point and reference principle for the application of service quality in the loan industry.This paper also has certain reference significance for loan service enterprises of the same type as AD to formulate service quality strategies that meet their own characteristics,or to improve service marketing effects from the perspective of customer perception and customer satisfaction.