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论文编号：	6910
作者编号：	2120122792
上传时间：	2014/12/8 12:33:16
中文题目：	天津市眼科医院验光配镜中心服务质量提升策略研究
英文题目：	A study on the strategies of improving the quality of service in Tianjin Eye Hospital Optometric Department
指导老师：	杜建刚
中文关键字：	服务质量五维度;SERVQUAL;验光配镜服务
英文关键字：	the 5 dimensions of service quality;SERVQUAL;Optometry
中文摘要：	本文参照服务质量五维度理论，针对天津市眼科医院验光配镜中心进行营销环境分析和现状分析，调查发现顾客对其服务的安全性评价较高，服务的响应性评价较低，顾客满意度有待提高，最后本文从服务质量五个维度的视角分别对企业提出提升策略和措施。眼镜验配企业作为专业度比较高的服务企业，对服务质量评测目前国内还比较少。论文在对服务理论以及目前国内就服务质量的相关研究进行回顾后，对营销环境进行了分析，使用PEST分析方法进行了一般外部环境分析，然后对竞争对手进行了竞争分析，使用SWOT分析方法对自身的优势、劣势、机遇、威胁进行了分析，最后对顾客的特征和需求进行了梳理，以期完善调整自身的战略策略选择。实证研究以SERVQUAL（1991）为基础，结合企业的特点，对顾客进行服务质量的问卷调查，力图根据测评的结果发现问题，针对性地改进天津市眼科医院验光配镜中心的服务质量，提高顾客满意率和竞争力。在分析服务质量五维度的测评结果后，在有形性、可靠性、响应性、安全性、移情性五个维度中，得出天津市眼科医院验光配镜中心的安全性得分最高，响应性最低，满意度需要提升的结论。最后以五个维度为视角，分别进一步探讨了提升策略和措施。
英文摘要：	Refer to the five dimensions of service quality theory, we made marketing environment analysis and status analysis for Tianjin Eye Hospital Optometric Department in this paper. Through the survey we found that customers had high evaluation in assurance, however low evaluation in reliability, customer satisfaction need to be improved. Finally, improvement strategies and measurements were put forward respectively for the enterprise in the perspective of the five dimensions of service quality theory. Glasses fitting enterprise is a high professional degree enterprise, researches about service quality evaluation in this field have been done few at present. In this article, after retrospect the service theory and the current domestic related researches about service quality, we analyzed the marketing environment, then the general external environment by PEST analysis method. After that we analyzed the competition rivals, then our own advantages, weaknesses, opportunities and threats by the SWOT analysis method. At last, we generalized the characteristics and requirements of customers, in order to perfectly adjust our strategy choice. Based on SERVQUAL（1991）skeleton, we made questionnaire survey to find the problem according to the result of assessment, in order to improve Tianjin Eye Hospital Optometric Department service quality, customer satisfaction and enterprise competitive power. On the analysis of the five dimensions of service quality assessment results, we found in the 5 dimensions of service quality, Tianjin Eye Hospital Optometric Department had highest score in assurance and lowest score in reliability, customer satisfaction need to be improved. Finally, in the perspective of the five dimensions, further improvement strategies and measures were discussed respectively.
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