Service Quality Analysis Of Sexy Tea Based On Service Quality Gap Model

Sexy Tea is a Chinese style tea brand under Hunan Chayue Cultural Industry Development Group Co.,Ltd,which was established in 2013.Its unique Chinese style design and the brand image have achieved the unshakable position of Sexy Tea in the new tea industry.Sexy Tea has received great attention,but its development has also encountered a bottleneck.It is a common practice for the retail industry to enhance its competitiveness by improving its service level.By analyzing the service quality of Sexy Tea,the research puts forward corresponding improvement suggestions,which is conducive to breaking through the development bottleneck and gaining greater market competitive advantage.Firstly,the paper draws lessons from the relevant research on service quality at home and abroad,and determines to find the service problems of Sexy Tea through the investigation of consumer satisfaction,and analyzes the causes of service quality problems through the service gap model,and puts forward service optimization suggestions.Based on the comprehensive introduction of Sexy Tea,this paper designs a service satisfaction questionnaire based on SERVQUAL scale.Through the questionnaire survey of target consumers,it finds that there are differences in consumers’ service expectation and service perception of Sexy Tea.The survey results show that the main service quality problems of Sexy Tea are the long waiting time,noisy shopping environment and few customer experience facilities in the store.In view of the above problems,the researchers further conducted in-depth interviews with the management of Sexy Tea and store operators,and analyzed the causes of service quality problems through the service quality model.The paper found that there were main reasons for the quality problem of Sexy Tea.Based on the above reasons,the paper proposes to strengthen communication with target consumers and so on.The research methods and results of this paper have a certain reference significance for other industries to improve the service level.