| Petroleum processing industry is one of the important pillar industries of the national economy and occupies an important position in the national economy and national defense.Since 2013,the size of the oil refining industry in China has stably been the second largest in the world.Besides,the new crown pneumonia has broken out across the globe since 2020,causing the slow world economic growth.Therefore,the needs fall down all the way,and oil refining industry products have become saturated,or even excess.What’s more,the competition between enterprises has changed from the product to the quality of service excellence,so high quality customer service has become a modern enterprise to beat competitors The quality of customer service has become an important means for modern enterprises to overcome their competitors.As one of the oil refining companies,CY Company has serious product homogenization and overlapping customer groups compared with CNPC,Sinopec and private refineries,and its customer service quality still needs to be improved.Therefore,it is of strong practical guidance to explore and develop the service quality improvement strategy of CY Company.In this thesis,based on the above research background and combining the service quality related theory,at first,according to the present situation of the company customer service quality and the SERVQUAL service gap model,from five dimensions including tangibles,empathy,assurance,responsiveness,and reliability,we constructed a total of 22 indicators of service quality measurement scale for CY Company and designed the questionnaire template.Through the questionnaire,the gap scores between customer expectations and perceived service quality of CY Company were collected.Secondly,through the statistics of the survey results,the specific differences of 22 indicators in 5 dimensions on customer service quality were analyzed.Through historical data,research and discussion,the problems,manifestations and causes of each dimension were analyzed.Again,based on the results of the analysis of the causes,the feasibility promotion strategy which is highly suitable for the company strategy is put forward.Finally,the implementation of the improvement strategies is further clarified in terms of progress plans,key difficulties,safeguards and countermeasures to ensure the implementation of the strategies.At this stage,quality customer service has become the source of profit and the main position of brand strategy competition for oil refining enterprises.Therefore,improving and upgrading the service quality of customer service personnel can not only enhance the satisfaction and loyalty of CY Company customers,bring sustainable profit contribution,but also improve the brand image of CY Company,enhance the competitiveness of the company,drive and promote the benign development and transformation of the company,continuously expand its market share,and achieve growth and development. |
