服务质量差异模型及应用

INTRODUCTION TO GAP MODEL OF SERVICE QUALITY AND ITS APPLICATION

服务是市场营销的重要因素。服务质量差异模型认为现实的服务、感受到的服务和期望的服务之间存在差异。消费者评价服务质量,有两种标准,一种是期望标准,一种是最低可接受标准,二者之差形成可接受区间。以该模型为指导的Servqual量表在服务质量研究领域得到了广泛的应用。

Service is a key factor in marketing. In the gap model of service quality, there are gaps among the service quality that companies provide, the quality that consumers perceive and the quality that consumers expect. There are also two standards when consumers evaluate the service quality. One is 揳nticipant quality and the other is the lowest acceptable quality. The difference between these two standards is zone of tolerance? A questionnaire called Servqual which is based on the model is widely applied.