I 摘要 在日渐饱和的家装市场，家装公司之间的竞争愈演愈烈，家装公司之间的产 品和价格差距越来越小，特色逐渐模糊。随着装修投入意愿更强的80、90后逐步 成为消费主力军，年轻群体对环境的重视和生活品质的追求，使家装公司除了注 重产品和价格之外，更需要注重公司的整体服务质量。 ZT家装公司成立于2006年，凭借多年的项目施工与整合运营经验，在市场 上拥有了一定的份额，但随着市场日渐饱和，公司之间的竞争越来越激烈，ZT家 装公司的盈利也逐渐下滑，出现客流量流失等问题。 本文以ZT家装公司作为研究对象，从家装公司的服务质量入手，如设施设备、 设计、施工、材料等方面，采用评价服务质量工具SERVQUAL，结合家装公司服 务的特征和环节，如前期准备、硬装、软装，通过5个维度来设计顾客满意度调 查问卷，根据问卷调查的结果统计分析其存在的服务质量问题，并对存在的问题 提出针对性的措施，使ZT家装公司在激烈的市场竞争中，持续保持较高的客户评 价和品牌知名度，获得更多的客户青睐和市场认可，促进ZT家装公司的健康、持 续的发展。同时，本文的结论和提升措施为其他家装公司提供一定的参考和利用， 对其提高服务质量水平、顾客满意度以及服务质量管理方法有的一定的帮助。 关键词：家装公司，服务质量，SERVQUAL模型，提升策略 ABSTRACT II ABSTRACT In the increasingly saturated home decoration market,the competition become more and more intense between home decoration company,the price gap of product become smaller and smaller between home decoration company,characteristic is blurred gradually.As the generation after 80s and 90s with stronger intention to invest in decoration,they becomes the main force of consumption gradually.The young group pay more attention to the environment and more pursue for quality of life,so that the home decoration company in addition to pay attention to the product and price,but also need to pay attention to the company's overall service quality. ZT home decoration company was established in 2006,with many years of project construction and integrated operation experience,has a certain share in the market, but with the market is increasingly saturated,the competition between companies is becoming more and more fierce, ZT home decoration company's profit is gradually declined,customer flow is reduced and other problems. This paper takes ZT home decoration company as the research object,from the service quality of ZT home decoration company,such as facilities,design,construction and materials,using the assessment tool SERVQUAL,combining the feature of ZT home decoration company service and link,such as pre-preparation,interior finish and furnishing,then through the 5 dimensions to design the customer satisfaction questionnaire.Analyzing the problem of service quality accord to the results of the questionnaire,and put forward targeted measures,which can make ZT home decoration company continue to maintain high customer evaluation and brand awareness in the fierce market competition,and get more customer favor and market recognition, promote the healthy and sustainable development of ZT home decoration company.Meanwhile,the conclusion of this paper and the promotion measures can provide a certain reference for other home decoration companies,it is helpful to improve the service quality,customer satisfaction and service quality management. Keywords: Home Decoration，Service quality，SERVUAL mode，Promotion strategy 目 录 III 目 录 第一章 绪 论 .................................................................................................................. 1 1.1 选题背景 ........................................................................................................... 1 1.2 研究目的与意义 ............................................................................................... 1 1.2.1研究目的 ................................................................................................. 1 1.2.2 研究意义 ................................................................................................ 2 1.3 主要研究内容 ................................................................................................... 2 1.4 研究思路及方法 ............................................................................................... 3 1.4.1 研究思路 ................................................................................................ 3 1.4.2 研究方法 ................................................................................................ 3 第二章 相关理论与研究综述 ........................................................................................ 4 2.1 服务质量评价 ................................................................................................... 4 2.1.1 服务质量的定义 .................................................................................... 4 2.1.2 服务质量评价的概念 ............................................................................ 4 2.2 SERVQUAL模型 .............................................................................................. 6 2.3 国内外关于服务质量的研究综述 ................................................................... 7 第三章 ZT家装公司服务管理现状 ............................................................................ 10 3.1 行业发展现状 ................................................................................................. 10 3.2 ZT家装公司服务现状 ..................................................................................... 11 3.2.1 ZT家装公司发展现状 .......................................................................... 11 3.2.2 ZT家装公司各服务板块现状 ............................................................. 15 3.2.3 ZT家装公司服务质量现存问题 ......................................................... 16 第四章 问卷设计发放与分析 ...................................................................................... 17 4.1 问卷调查的设计与发放 ................................................................................. 17 4.1.1 问卷调查的设计 .................................................................................. 17 4.1.2 问卷发放与回收 .................................................................................. 20 4.2 问卷调查结果与数据分析 ............................................................................. 20 4.2.1 基本情况的统计结果 .......................................................................... 20 4.2.2 信度与效度检验 .................................................................................. 21 第五章 ZT家装公司服务质量问题分析 .................................................................... 25 5.1 ZT家装公司服务质量问题分析 .................................................................... 25 目 录 IV 5.1.1 可靠性质量的问题 .............................................................................. 25 5.1.2 响应性质量问题 .................................................................................. 26 5.1.3 保证性质量问题 .................................................................................. 27 5.1.4 移情性质量问题 .................................................................................. 29 5.1.5 有形性质量问题 .................................................................................. 30 5.1.6 ZT家装公司服务质量问题相关分析总结 ......................................... 32 第六章 ZT家装公司服务质量的提升策略 ................................................................ 35 6.1 进一步提升公司硬件设施水平 ..................................................................... 35 6.1.1 适宜更新完善硬件设施 ...................................................................... 35 6.1.2 提高设施设备管理水平 ...................................................................... 35 6.1.3 创新设施设备服务功能 ...................................................................... 36 6.2 做好人力资源的有效管理 ............................................................................. 36 6.2.1 人力资源的有效配置 .......................................................................... 37 6.2.2 注重员工培训和培养 .......................................................