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Services make up the bulk of China's economy. In the article we introduce the theories of service quality briefly, such as Parasuraman, Zeithaml, and Berry (PZB) conceptual model of service quality and the quality function deployment (QFD). We also analyze some existing researches in recent years in China. Furthermore, a service quality management approach to improve the service quality is introduced. According to the approach, the data can be analyzed based on QFD. Then, the method is applied to an insurance company to improve its service qualities. In the quality table, the entire characteristics of service quality can be seen. Deploying the service qualities, people can define the service quality specifications more seriously than before. The service qualities of the insurance company have been improved.