| ACKNOWLEGDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-17页 |
| Chapter 1 Introduction | 第17-21页 |
| 1.1 Research background | 第17-18页 |
| 1.2 Research significance | 第18-19页 |
| 1.3 Research questions | 第19-20页 |
| 1.4 Research method | 第20-21页 |
| Chapter 2 Relevant concept and theoretical framework | 第21-39页 |
| 2.1 Clarification of relevant concepts | 第21-23页 |
| 2.1.1 Service | 第21-22页 |
| 2.1.2 Service quality | 第22-23页 |
| 2.2 Theoretical framework of service quality optimization | 第23-31页 |
| 2.2.1 Theory of customers’ satisfaction | 第23-26页 |
| 2.2.2 Service quality gap model | 第26-28页 |
| 2.2.3 SERVQUAL measurement scale | 第28-31页 |
| 2.3 Research circumstance of home and abroad countries | 第31-39页 |
| 2.3.1 Research circumstance of abroad countries | 第31-34页 |
| 2.3.2 Research circumstance of domestic China | 第34-39页 |
| Chapter 3 Service system analysis of Talk915 Corporation | 第39-43页 |
| 3.1 Profile of Talk915 | 第39-40页 |
| 3.2 Organizational structure of Talk915 | 第40页 |
| 3.3 Analysis of Talk915’s service system | 第40-43页 |
| 3.3.1 Corporate level | 第40-41页 |
| 3.3.2 Franchisees | 第41-42页 |
| 3.3.3 Teachers | 第42-43页 |
| Chapter 4 Investigation on customers’ satisfaction level towards service provided byTalk915 | 第43-66页 |
| 4.1 Purpose of questionnaire investigation | 第43-44页 |
| 4.1.1 Improvement of customers’ satisfaction level | 第43页 |
| 4.1.2 Possibility of attracting existing customers to introduce new customers | 第43-44页 |
| 4.2 Questionnaire design | 第44-46页 |
| 4.2.1 Constituents of questionnaire | 第44-46页 |
| 4.3 Process of questionnaire survey | 第46-54页 |
| 4.3.1 Designing of this investigation | 第46-48页 |
| 4.3.2 Trial investigation | 第48页 |
| 4.3.3 Reliability and effectiveness analysis of the questionnaire | 第48-53页 |
| 4.3.4 Conducting of formal investigation | 第53-54页 |
| 4.4 Investigation result analysis of Talk915’s customer service | 第54-59页 |
| 4.4.1 Overall satisfaction analysis | 第54-55页 |
| 4.4.2 Analysis of customers’ expected value | 第55-57页 |
| 4.4.3 Analysis of customers’ experienced value | 第57-59页 |
| 4.5 Summary of service quality analysis | 第59-66页 |
| 4.5.1 GAP analysis of seven service quality elements | 第59-63页 |
| 4.5.2 Conclusion of Talk915’s service quality | 第63-66页 |
| Chapter 5 Strategies for improving customer service quality for Talk915 | 第66-74页 |
| 5.1 Practices for minimizing quality element GAP | 第66-69页 |
| 5.1.1 Practices for minimizing visible elements GAP | 第66-67页 |
| 5.1.2 Practices for minimizing reliability of GAP | 第67页 |
| 5.1.3 Practices for eliminating responsiveness GAP | 第67-68页 |
| 5.1.4 Practices for eliminating technical GAP | 第68-69页 |
| 5.2 Improvement of internal management practices | 第69-74页 |
| 5.2.1 Improvement of service team’s quality | 第69-71页 |
| 5.2.2 Strengthening performance management of service staffs | 第71-72页 |
| 5.2.3 Improvement of service system’s function | 第72-73页 |
| 5.2.4 Improvement of service product and price system | 第73-74页 |
| Chapter 6 Conclusion | 第74-77页 |
| 6.1 Major research conclusion | 第74-75页 |
| 6.2 Limitations and implications | 第75-77页 |
| References | 第77-80页 |
| Appendices | 第80-82页 |
