摘 要:服务质量是树立快餐店品牌形象,提高快餐店品牌竞争力的一个重要因素。本文以中式快餐店——金陵鸭血粉丝汤店为例,运用服务质量差距评价模型—SERVQUAL模型,对金陵鸭血粉丝汤店进行顾客的服务期望与服务感知的差距分析,并把金陵鸭血粉丝汤店顾客感知价值与肯德基快餐店的顾客感知价值进行比较,找出金陵鸭血粉丝汤店在服务质量方面的不足以及与国际快餐巨头肯德基在服务方面的差距,并就如何提高金陵鸭血粉丝汤店服务质量提出了一些有针对性的建议,如强化全员的服务意识和创新服务内容等。
关键词: SERVQUAL模型,服务质量,顾客期望,顾客感知
Abstract:Quality of service is a fundamental aspect on establishing image of fast food restaurants and improving the competitiveness of fast food restaurants. This thesis takes Chinese-style fast food restaurant "jinling yaxue fensi shop" for example. Analyzing the discrepancy between customer's service quality expectation and service perception in "jinling yaxue fensi shop" and making a comparison between the value of customer's service perception in "jinling yaxue fensi shop" and that of customer's service perception in KFC fast food restaurant by applying service-quality-gap eva luation model-SERVQUAL model. This paper finds out the deficiency of service quality in"jinling yaxue fensi shop" as well as the gap on service quality between"jinling yaxue fensi shop" and international fast food giant KFC. the thesis puts forward penetrating suggestions on how to improve service quality of "jinling yaxue fensi shop" and how to strengthen all stuff's sense of service and innovate services and so on.
Keywords:SERVQUAL model, service quality ,customer expectation, customer perception