The rapid development of service industries is an important trend for the development of global economy,Human society is about to enter the era of service economy.Since the 1980s,scholars from various countries have made researches around the service quality for many years,the importance of service quality has been of more and more attention.Service quality is the crucial factor to establish a brand and to improve the competitiveness of enterprises.The level of service quality determines the capacity and level to obtain the customers' satisfaction; it's good or bad is related to the survival and development of the service enterprises.Therefore,service quality is the key problem to the management of enterprises' services.
With the rapid progress of Chinese market economy,the service industry is also booming,catering industry has become a prominent backbone of the industry.As the dynamic changes in the competitive environment and the continual improvement of customers' demands for services make a lot of catering enterprises,especially fast-food industry experience a bottleneck.To keep unbeatable in the fierce market competition,we should know our present status in time,find and solve the service problems.Compared with foreign countries,our researches in SERVQUAL are still in the initial stage,have only a few empirical researches,and haven't formed a theoretical system which suits our national conditions,therefore,in theoretical exploration and model construction,the results that many Western scholars achieved can be important references in the service quality researches to our country.
Based on the SERVQUAL model of service quality measurement factor,I start to take McDonald's Jingzhonghe Branch of Tianjin as a case to research,through the empirical I attempt to identify the related elements which affecting the quality of enterprises services,combine the characteristics of the industry and the object to design evaluation questionnaire which appropriate to the restaurant's service quality.On the basis of comprehensive literature and survey data,this article analyzes the gap between expectation and perception that exists in the customers,found the problems of the researching object,then make solutions and suggestions aimed at them,by improving the related factors of the service quality and thus improve the enterprises' service quality,has a big practical significance.It will help restaurant managers to understand the requirements of customers,promote the service quality of restaurants,improve the customers' satisfaction,thereby enhance the enterprises' market competitiveness.