Customer oriented study on service strategy to improve service quality

This paper introduces nine characteristics of service, which impact on customer satisfaction. Aiming at improving service quality, three service strategies for improving service quality are put forward. These are across-the-board service strategy, omnipotent service strategy and full service strategy. After analyzing the three ways including providing high quality products, offering perceived service in the pre-sales phase, improving the link of communication for enterprises to satisfy customer demands, the three strategies are subdivided into 9 detail strategies. Then the QFD is built on the basis of service characteristics as customer demands and service strategies as technical requirements. Finally, an evaluation method of service strategy is put forward based on the QFD. This model provides suggestion to enterprises on selecting service strategy to meet the different needs of customers.