Through literature review, this paper analyzes the application of SERVQUAL model in China and abroad, mainly involving retail industry, medical service industry, e-commerce industry, tourism service industry and other service fields. Based on the research and development of the concept of service quality, PZB, a famous American marketing expert team, established SERVQUAL (SQ) model through the test of retail cases, and constantly revised and improved it, which was applied to multiple service industries. Therefore, experts in management and marketing have studied it and found that the quality of service in the industry has a great impact on consumer satisfaction, consumer experience and brand loyalty. In field of service design, the research and application of service quality plays an important role in the development and competition of enterprises by establishing brand image and generating market effect.
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March 2023
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