RSUSSH 2020
IN20-179 Evaluation and Improvement of the Service Quality of Tile Industry in China: A Case Study of Company G
Presenter: Xiangyu Zhao
Rangsit University, Thailand
Abstract
After nearly 30 years of development, Chinese construction industry driven the development of the decorative materials and tile industry. However, with the increasing market competition, Chinese tile industry will not only face the domestic fierce competition but also the competition in the international market. "Survival of the fittest" is a cruel reality of Chinese ceramic-tile industry. In order to survive in domestic and international market, tile companies not only focus on the value of the products, but also rely on the innovation of service. With the development of society, customer more care about service quality when they facing same quality products. This paper aims to used SERVQUAL evaluation system and IPA positioning theory to evaluate the service characteristics of China's tile companies. G Company is used as an example of tile industry to combine the five dimensions of reliability, assurance, tangibles, empathy, and responsiveness with 25 sub-indexes. Based on questionnaires, researcher compared customer service expectations and customer satisfaction of 377 customers, and find different ways to improve the service quality of G Company.
Citation format:
Zhao, X.. (2020). Evaluation and Improvement of the Service Quality of Tile Industry in China: A Case Study of Company G. Proceeding in RSU International Research Conference, May 1, 2020. Pathum Thani, Thailand.QUESTIONS & ANSWERS
What method is used in your paper data?
Thank you for your question
Researcher is going to follow the way of previous studies to use the way of SERVQUAL method which is widely used to measure service quality in different industry, this method can measure consumer perceived service quality in different companies and industries. Then, researcher is going to following those researchers to use Importance-Performance Analysis (IPA) to find the opportunities how to improve the service quality of specific company or industry with appropriate marketing strategies. A total of 400 questionnaires are distributed to the customer of G Company, and 377 respondents participated and completed the survey properly. In this research, the data analysis uses Statistical Package for the Social Sciences (SPSS).
怎么发的问卷，共发放多少，有效率为几？
本问卷选定2019年的11月和12月为一个期限，并且同步进行网络与线下问卷发放，纸质问卷在中国东北三省的省会G公司门店进行，共计发放800份，回收700份，问卷回收率87%。
你好，请问瓷砖行业的服务与其它行业的服务相比，有什么自身的特征？你的研究除了对G公司以外，还有什么现实意义？
What is your paper meanings?
Thank for your question.
my paper have tow meanings 1. Provides guidance and reference significance for the management decision-making of enterprises in the entire ceramic tile industry;
2. Provides the direction of G Enterprise Division ’s service capabilities and market competitive advantages, and helps G enterprises find and improve existing Service sales issues.
Answer about Mr.FUNGKUN WANG
中国瓷砖行业企业众多，但是无论是产品生产，还是销售一直都存在着严重的同质化特征，不少企业并没有拟定系统性的发展策略，因此在生产和营销方面，显得杂乱无章。所以作者旨在找到一家具有代表性的企业来进行深度研究，从而为全行业的企业提供合理化的建议。G企业作为一家实体销售的经销商，面对市场中的价格混乱、市场饱和、品牌混乱等主客观市场因素，不仅仅企业市场占有率出现下滑，而且利润也进一步缩减。而且G企业以线下实体经济为主，在面对线上以及其他渠道的竞争时，服务质量就成为了企业持续发展下去的重要因素。
G企业是目前国内瓷砖行业里，比较有代表性的企业，通过本研究可以了解到G企业在发展过程中服务质量方面存在的问题，了解到G企业在面对客户的需求、服务质量的预期时，是否能够给出满意的答案。假如服务质量与客户的心理出现偏差，通过本研究可以了解到服务质量存在的问题，给出改进建议和策略，从而给瓷砖行业在今后的发展中在服务质量方面提供帮助。
通过对服务质量相关理论的分析，对G企业在销售服务过程中产生的问题进行诊断，分析其形成的原因。提供G企业司服务能力和市场竞争优势的方向，并帮助G企业找到并改善现有的服务销售问题，同时也对整个瓷砖行业的企业的管理决策提供了指导和借鉴意义。