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论文编号：	11197
作者编号：	2120172930
上传时间：	2019/12/9 9:54:58
中文题目：	泊寓集中式长租公寓服务质量评价及优化研究
英文题目：	Research on Service Quality Evaluation and Optimization of Centralized Long-Rent Apartments Taking PORT as An Example
指导老师：	薛红志
中文关键字：	服务质量；SERVQUAL评价；服务质量差距模型；泊寓
英文关键字：	Service quality；SERVQUAL evaluation；Service quality gap Model；Port apartment
中文摘要：	随着我国“租售并举”政策的实施以及流动性人口规模的持续增长，为我国住房租赁市场的发展提供了基础性保障。目前来看，我国长租公寓市场发展较快，出现了较多的市场主体。泊寓是由万科集团投入资金所打造的一个知名集中式长租公寓品牌。其主要工作目标是为18到35岁之间的逐梦青年打造一个生活与空间都拥有较高品质的纯租赁社区。截止到2019年上半年，泊寓开业城市已经超过了30个，所获得的房间总数也达到了23万间以上，累计开业数量达到了7万间以上，平均出租率更是达到了92%。 文章以泊寓集中式长租公寓为研究对象，首先对泊寓集中式长租公寓的环境及服务现状进行分析，说明泊寓集中式长租公寓需要服务评价的内因与外因，进而采用PBZ提出的SERVQUAL评价量表，通过构建模型指标体系，选取区位性、安全性、便利性、舒适性、有形性、可靠性、响应性、保证性和移情性9个维度和30余项二级指标，构建较完善的长租公寓评价质量评价体系，对泊寓集中式长租公寓服务水平开展评价，并找寻泊寓长租公寓在服务方面存在的问题和差距，结合服务质量管理方法服务质量差距模型，在弥合感知差距、服务质量标准差距、服务传递差距及市场沟通差距四个方面有针对性地提出弥补差距的举措。 文章研究得出：一是泊寓集中式长租公寓进行服务质量评价的必要性，整个行业社会驱动要向服务优化的方向发展，泊寓集中式长租公寓顾客整体满意度不高，服务存在多方面问题；二是文章构建的SERVQUAL模型评价模型具有较强的可行性，选取的区位性、安全性、便利性、舒适性、有形性、可靠性、响应性、保证性和移情性9个维度和30余项二级指标能够切实反映出长租公寓在服务方面的特征；三是泊寓集中式长租公寓在服务评价结果上归纳可体现为感知差距、服务质量标准差距、服务传递差距、市场沟通差距，造成差距的原因有：客户需求调研不到位、硬件设备管理有缺陷、服务标准制定粗范、工作人员管理不到位、服务监督机制失效、服务承诺夸大，并根据服务质量差距模型提出相应的应对措施；四是文章从完善服务质量管理组织体系、强化服务意识塑造、引入第三方服务质量评价和健全员工服务考核激励机制等方面，提出泊寓集中式长租泊寓服务质量优化对策保障措施，保障措施具有可行性和可操作性。
英文摘要：	With the implementation of the policy of "rent and sale simultaneously" and the continuous growth of the floating population, it provides a basic guarantee for the development of the housing rental market in China. At present, China's long-term rental apartment market develops rapidly, and there are more market players. Port apartment is a well-known centralized long-term apartment brand invested by Vanke Group. Its main goal is to create a pure rental community with high quality of life and space for dream seeking youth between 18 and 35 years old. By the first half of 2019, Port apartment has opened more than 30 cities, and the total number of rooms obtained has reached more than 230000. The cumulative number of opening has reached more than 70000, and the average rental rate has reached 92%. This paper takes the centralized long-term apartment in Port apartment as the research object. Firstly, it analyzes the environment and service status quo of the centralized long-term apartment in Port apartment, explains the internal and external factors of the service evaluation of the centralized long-term apartment in Port apartment, and then uses the SERVQUAL evaluation scale proposed by PBZ, and selects the location, safety, convenience, comfort, tangibility Reliability, responsiveness, assurance and empathy are 9 dimensions and more than 30 secondary indicators. A relatively complete evaluation quality evaluation system for long-term apartments is established to evaluate the service level of centralized long-term apartments in Port apartment, and to find the problems and gaps in the service of long-term apartments in Port apartment. Combined with the service quality management method, the service quality gap model is used to close the perception gap and service gap.The gap of service quality standards, service delivery and market communication are four aspects of targeted measures to make up the gap. The research results show that: first, it is necessary to evaluate the service quality of the centralized long-term apartment in Port apartment, and the social drive of the whole industry should develop in the direction of service optimization. The overall satisfaction of the customers in the centralized long-term apartment in Port apartment is not high, and there are many problems in the service; second, the SERVQUAL model evaluation model constructed in this paper has strong feasibility, and the selected location, security Nine dimensions of convenience, comfort, tangibility, reliability, responsiveness, assurance and empathy and more than 30 secondary indicators can effectively reflect the service characteristics of long-term apartments; thirdly, the service evaluation results of centralized long-term apartments in Port apartment can be summarized as perception gap, service quality standard gap, service delivery gap and market communication gap, which cause the gap The reasons are as follows: the customer demand research is not in place, the hardware equipment management is defective, the service standard is rough, the staff management is not in place, the service supervision mechanism is invalid, the service commitment is exaggerated, and the corresponding countermeasures are put forward according to the service quality gap model; fourthly, the article improves the service quality management organization system, strengthens the service awareness building, and introduces the third-party service quality Evaluation and improvement of staff service assessment and incentive mechanism and other aspects, put forward the centralized long-term rental Port apartment service quality optimization countermeasures and safeguard measures, which are feasible and operable.
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