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Under the competitive situation on chain convenient stores, understanding and satisfying customer''s requirements is the key point to win the consumption of the market among the enterprises. However, making use of finite resources to obtain the greatest customer satisfaction needs much effort to take research. This research adopts quality function deployment (QFD) to help the enterprises find the most effective service quality improvement strategy and provide an objective method to evaluate. It makes customer requirements and quality improvement skills combined more rigorously. It also consults the bright and dull competitive situation to improve the effect and the practicality of the service quality improvement strategy. Through the intermediary of quality deployment, skill deployment, service orientation, strategy arrangement and house of quality (HOQ) which have systematization implementation procedures to present the evaluation of the process and the result, this research provides the proprietors an improvement tool which is easy to use and effective to substitute subjective consciousness evaluation method formerly. Hence, it can meet customer''s requirements more quickly and effectively. According to QFD changes, 21 items on the service quality of the chain convenient store transfers to 32 items of the quality improvement skill; this research generates results from the evaluation of HOQ by choosing the following priority of service quality improvement strategy: competition strategy, self-diagnose and achievement evaluation, point of sale system design and application, franchise chain management, race encouragement of track record, voluntary chain management, and strategy management of running stores.
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