Research On Improving The Service Quality Of Furniture Dealer A Based On SERVQUAL Mode

With the strong growth of domestic furniture brands and the increase of foreign brands entering the Chinese market,the competition in the soft furniture industry is intensifying.Therefore,the current situation of industry development is the homogenization of products and the similarity of sales channel layout.What’s more,the brands in the industry have gradually become similar.The service quality of the soft furniture industry has gradually become the core competitive advantage for customer resources.Soft furniture enterprises have also changed from "product-centered" to "customer-centered",which aims at making customers satisfied and loyal through the improvement of service quality,thus reducing customer churn.This concept has been valued by more and more enterprises.Based on the service quality of A furniture dealer,this paper takes the service quality gap model and SERVQUAL model as the theoretical basis.Firstly,the author adjusted the initial items of the model to make it suitable for the evaluation of the service quality of A furniture dealer,based on the characteristics of the soft furniture industry and the five dimensions of SERVQUAL model.In this process,the author used the research methods of literature research,questionnaire survey and statistical analysis.Besides,questionnaires for customers who have the experience of purchasing were sent and collected online.After screening,a total of 352 valid questionnaires were collected.Secondly,the data of the questionnaire revealed that there existed a gap in the service quality of A furniture dealer,including tangibility,reliability,responsiveness,assurance and empathy.Besides,the paper analyzed the immediate and underlying causes for the gap based on expert interviews,customer service records and further analysis from other perspectives.Thirdly,this paper put forward the improvement project of service quality of A furniture dealer in view of the underlying causes of service quality problems.Finally,supporting measures needed in the implementation process were given,based on the improvement project of service quality.In a word,this paper provides appropriate theoretical basis and practical guidance for A furniture dealer to improve service quality,and sheds light on the improvement of service quality and the optimization of customer service process.