The Importance of Enterprise's Quality Service

Research shows that in the service sector or service process, the losses caused by poor quality usually account for 50% of the total expenditure, including rework, mistakes, planned abortion and so on. In the production department, this loss only accounts for 10%-20%. The analysis of the service process shows that less than 10% of the business cycle time is spent on tasks that are really important and useful to customers, and the rest of the time and work is only spent on some unimportant activities such as waiting, rework, circling and inspection. Improving service quality is conducive to enterprises to correct their business thinking and correctly handle the relationship between economic benefits and social benefits; Conducive to speeding up the pace of management modernization; It is conducive to strengthening basic work and improving quality of enterprise in an all-round way; It is also conducive to strengthening the democratic management of enterprises and giving full play to the status of employees as masters of enterprises.

"Customer service" was once considered as a concept confined to traditional service industries (such as hotels and restaurants). ), has now become the concept of promoting the development of the whole industry and commerce and pursuing world Excellence. Since 1990s, customer service has become the ultimate weapon for enterprises to win the competition. The importance of customer service to enterprises can be borrowed from a famous saying of Dr. Edward Deming: if you don't accept it, survival is not mandatory. In other words, customer service is very important for the survival and development of enterprises.

The highest goal of service enterprise management is to satisfy customers and make enterprises profitable, and customer satisfaction comes from their evaluation of service quality. Berry, Palasman, Seymor and other famous American marketing scientists put forward that customers' evaluation of service quality is mainly based on five criteria: reliability, sensitivity, credibility, empathy and tangible evidence. Among them, except "reliability" is related to technical quality, other standards are more or less related to functional quality, that is, service process quality, which shows that service process quality has a great influence on the overall service quality in customer perception. First of all, strengthening the quality management of service process is conducive to enhancing the competitiveness of service enterprises. In the process of face-to-face service, customers will not only care about the services they get, but also care about how they "get" these services. Especially when the services provided by service enterprises of the same type or grade are similar, "how to provide" service will become an important criterion for customers to choose service enterprises.

Secondly, strengthening the quality management of service process is a favorable measure to prevent service mistakes and improve the overall service quality in customer perception. In face-to-face service, the characteristics of simultaneous production and consumption of services show that consumers and producers must be in direct contact in the service process, and customers can finally enjoy the use value of services only by participating in the production process of services. Because customers are highly involved in the service process, it brings many unpredictable random factors to the quality control of service enterprises. More seriously, according to research, in the process of face-to-face service, once a customer is dissatisfied with a certain aspect of the service, he may completely deny the whole enterprise, which is the famous 100- 1=0 effect in service enterprise management.

Thirdly, strengthening the quality management of service process is helpful to establish a good market image of enterprises and enhance the psychological tendency of customers to "recognize brands". The research shows that customers have great risks when purchasing services. In order to reduce the risks, they often have high loyalty to enterprises they recognize or enterprises with good market image. In a sense, service quality and corporate image complement each other. On the one hand, strengthening the quality management of service process can greatly improve the overall service quality in customer perception, help enterprises establish a good market image and cultivate customer brand loyalty; On the other hand, the market image of service enterprises will have a great influence on the service quality actually experienced by customers. If the enterprise has a good market image, customers will often forgive the secondary quality problems in the service process; On the contrary, there will be the opposite consequences. Some service marketers compare the market image of service enterprises to the "filter" of service quality.