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1、A■P■UASIAPACIFICUNIVERSITYOFTECHNOLOGY&INNOVATIONINDIVIDUALASSIGNMENTTECHNOLOGYPARKMALAYSIABM038-3-2-PSM-LLECTURER’SNAME:Mrs.JEANETTELIMSIEWLENGNAME:FanQingSTUDENTID:TP033493INTAKEUC2F1508AFMODULETITPROFESSIONALSERVICEMANAGEMENTHANDOUTDATEHANDINDATE:18ndSeptember
2、2015:30thOctober20151.0Introduction32.0Companybackground43.0SERVQUALmodel53.1FiveGAPanalyses63.2Knowledgegap6,73.3Standardsgap83.4Deliverygap9,103.5Internalcommunicateactionsgap11，123.6Perceptiongap13,144.0Conclusion155.0Reference16,17IntroductionThisessayistalki
3、ngabouttheservicequalitybyusingtheSERVQUALmodel.Itmainlyfocusedonthefivegapsofservicetodiscusstheproblemsinservicequality.IchoosetheUNIQLOCompanyasexamplestoexplainthefivemodelsandIwillusesomeexamplesofthefivegapshappensinUNQILOtoprovewhatItalkedinessay.Theservic
4、equalityisquiteimportantandthiswillinfluencethelevelofsatisfactionofcustomersfortheservice.Basedonacustomersatisfactionsurvey,67%customersendedabusinessrelationshipduetocustomerservice.(Ltd,2015)Itshowstheimportanceofservicequality.Serviceisintangiblebutserviceis
5、tangibleandtemporary.Thischaracteristicofservicemakesitdifficulttoensureservicequality.Theservicesatisfaction=perceivedservicevsexpectedservice.Sotheevaluationofsatisfactionmastconsiderstheperceivedserviceandexpectedservice.Theessaywillfocusesonthecriticallyevalu
6、ationsoftheselectedorganization’sservicequalityperformancewiththecustomerservicequalityneeds.CompanybackgroundUNIQLOwasbuiltin1984inJapanese.UNIQLOwasthefirststoresinJapanesetoworkasaretailerandproducetheirproductsbythemselves.UNIQLOhasopenedmorethan1000storesloc
7、atedincountriessuchasUnitedStates，China，F(xiàn)ranceandRussia.Itstillwantstoopenmorebranchstoresinthefuturetomakemoreprofit.UNIQLOisveryambitiousthatitplanstobethenumberoneretailersinworld.Whilethemostoftheretailindustryisdrivenbytrendsandprices,UNIQLOistryingtochanget
8、hewaywhatcustomersexpecttoacasualclothingretailer.(Marketingmag.ca，2015)UNIQLOisthestoreswhichfocusoncasualclothes.Asweallknown，casualclotheshasabigmarket.Them
