An application of six sigma methodology to enhance leisure service quality

Thanks to flourishing development of the service industry for the past few years, its GDP output value is over 73%, which accounts for 58% of the employment population. The leisure service industry, in particular grows by multiple revealing its significant importance. As there is a feature of high homogeneity and substitution in the same trade, the core issue lies on enhancement of service quality in an environment of keen competition. As a result, six sigma (6σ) is applied in this research to improve service quality and increase competitiveness of the leisure industry. First, the service quality model proposed by Parasuraman, A., V. A. Zeithaml, and L. L. Berry (PZB model for short) is utilized to design the items in the service quality questionnaire. Importance and satisfaction of each service item perceived by customers are based for the scale, whose means are further converted to indexes. Thus, a scale-based service performance evaluation matrix with indices of importance as the Y-axis and those of satisfaction as the X-axis is defined. Then, service factors of high importance and low satisfaction are located and defined for improvement in accordance with the index location of each service factor. A measurement model based on the difference between customers’ importance and satisfaction is proposed and a measurement index is defined for an objective evaluation method and procedures. Next, factors of customer dissatisfaction are analyzed and improvement methods are devised. Finally, leisure service quality is monitored by the performance control model.