Trading enterprises are mainly shopping malls, shops, commercial buildings, shopping malls and various trading companies engaged in commodity trade (including wholesale and retail, etc.).

1. The service quality loop of commercial enterprises

The quality loop, also known as the quality spiral, is "the factors that affect quality in each stage from identifying needs to assessing whether these needs are met." "Conceptual model of interactive activities." (ISO 8402)

The service quality cycle of a trading enterprise is the various stages of the service process from identifying customer service needs to assessing whether these needs are met, which affects service quality. Conceptual model of interactive activities.

According to the provisions of Article 5.4.2 "Service Quality Environment" in ISO9004-2 "Quality Management and Quality System Elements Part 2: Service Guide" and combined with the actual situation of the marketing service process of commercial enterprises, it can be determined Its service quality loop is shown in Figure 4-1.

2. Elements of the quality management system operation of commercial and trading enterprises

To establish a quality management system for commercial and trading enterprises, in addition to management responsibilities, personnel and material resources, quality system structure and other elements, In addition, there must also be operational elements that conform to the operating characteristics of commercial and trading enterprises.

The operational elements of the quality management system of commercial enterprises include: research and assessment of sales service needs, marketing service design, analysis and improvement of the marketing service provision process and sales service performance.

1. Research and assessment of sales service needs

Research and assessment of sales service needs are the primary link in the market development process of trading companies. Therefore, trading companies must use the setting of customer opinion books , holding customer symposiums and other methods to understand customers' service needs. Such as:

a. The quality and price level of the goods;

b. The variety, specifications, packaging and labeling requirements of the goods;

c. The service environment is clean and tidy , bright, convenient, comfortable, elegant, and beautiful;

d. Requirements for the type, integrity, and safety of service facilities;

e. Requirements for service methods and attitudes.

In addition, we should also understand and try our best to meet the special requirements of special customers such as the elderly, the weak, the sick, and the disabled.

Based on the above survey results and the company's actual service possibilities, determine new service items and prepare a service concept report or service outline as the basis for service design.

2. Marketing service design

The main task of marketing service design is to plan and design the content and requirements in the service outline into service specifications, service provision specifications and service quality control specifications, and determine Develop a timetable for scheduled service projects, ensure all necessary resources, facilities and technical support, and conduct appropriate and realistic publicity for service projects.

Service specifications stipulate the characteristics, content, requirements and acceptance standards of the services provided. Commercial enterprises that directly face customers and provide marketing or after-sales service positions should prepare job service specifications and make clear and specific provisions on their service responsibilities, employment conditions, service procedures, service content and requirements, etc. Other management and operation positions can prepare work specifications and operating specifications.

Service provision specifications stipulate the methods and means of providing services. Because it generally involves the business management field of commercial and trading enterprises, it is also called management specifications (ie, administrative procedure documents).

The management specifications of commercial enterprises should generally include:

a. Selection and fixing specifications of supplier units;

b. Procurement management specifications;

c. Warehouse management specifications;

d. Marketing counter service management specifications;

e. Service identification and traceability management specifications, etc.

Quality control specifications should be able to effectively control the quality of each marketing service process to ensure that marketing services always meet the provisions of the above two types of specifications and customer needs. Controls on product quality and service quality can be formulated separately. Specifications can also be included in service specifications and management specifications.

3. Marketing service provision process

The marketing service provision process of commercial and trading enterprises can generally be divided into:

A. Purchase; B. Purchase acceptance; C , warehousing; D. putting on shelves; E. sales; F. after-sales service and other stages.

In the process of marketing services, service organizations (i.e. commercial enterprises) should adopt administrative, economic, educational and other means to ensure the implementation of various standards, constantly assess and record the quality of the service process, and identify and correct irregular services, and put various factors that affect the quality of the service process, such as human skills, the integrity and safety of facilities, etc. under control.

In addition, we should also attach great importance to customer complaints and evaluations on service quality, continuously improve customer satisfaction, and strive to achieve defect-free service.

4. Analysis and improvement of marketing service performance

Commercial enterprises should analyze marketing service performance regularly or irregularly. To this end, a feedback and management system for service quality information must be established. The system requires not only qualitative analysis, but also quantitative data collection and statistical analysis to seek opportunities for quality improvement, carry out quality improvement, and improve the quality level of marketing services.

3. Commercial enterprise quality management system documents

Commercial enterprises should refer to ISO9004-2 and establish a documented quality management system based on the actual situation of enterprise personnel, facilities, etc. In other words, a set of scientific, practical and effective quality management system documents should be compiled.

The hierarchical structure of the quality management system document of a commercial enterprise is shown in Figure 4-2.

1. Quality Management Manual

This is a programmatic document that clarifies the quality policy of a trading enterprise and describes its quality management system. It should generally include the following content:

a. The quality policy and quality objectives of the trading enterprise;

b. The responsibilities, authorities and mutual relationships of personnel at all levels of the trading enterprise;

c. The elements of the quality management system and A description of the program files documented by reference, or a direct compilation of these program files;

d. Provisions on the use, change and control of the manual.

If necessary, you can also write a "preface" that introduces information about the company and the manual, definitions of relevant terms in the manual, and appendices to documents and supporting materials cited in the manual.

Please refer to ISO10013 "Quality Manual Preparation Guide" for specific preparation content and requirements.

2. Management specifications and quality plan

The management specifications of a trading enterprise are "procedures that specify the path for conducting a certain marketing service activity" document. They are also the support of the quality manual. document.

The content of management specifications should generally include the purpose and scope, what to do and who will do it, when, where and how to do it; what facilities and documents should be used; how to control and record service activities, etc. .

They can be consistent with the writing sequence of the relevant element activities in the quality manual, or they can be compiled in the form of corporate standards.

A quality plan is "a document that specifies the dedicated quality measures, resources, and sequence of activities for a specific product, project, and contract" (ISO 8402). Therefore, trading companies should prepare quality plans in accordance with ISO 10005 "Quality Planning Guide" for some specific marketing services, such as Spring Festival and Mid-Autumn Festival sales, supply to specific customers such as the military and welfare homes, etc.

3. Service specifications

Service specifications are operational documents that regulate the service behavior of commercial enterprise service personnel (such as salespersons, delivery persons, etc.) and clarify their service content and service quality requirements. .

Service specifications are the basic basis and minimum requirements for measuring the service quality of business service personnel. It should generally include job responsibilities and tasks, employment conditions, service procedures, service content and requirements, etc.

For example, the service standards of shopping mall salespersons should include preparation for work, introduction to customers, singing, collecting and paying, seeing off customers politely, checking shelves, counting payment for goods, being laid off after graduation and other service links. Make clear and specific provisions on service content and service quality requirements.

4. Quality records

Quality records provide objective evidence for completed quality activities or achieved results, that is, "based on observations, measurements, tests or other means or Information that is proven to be true on the basis of facts” document (ISO 8402). Therefore, it is also called a witness document.

The quality records of commercial enterprises mainly include:

a. Quality assurance agreement (signed with the supplier);

b. Commodity acceptance record; < /p>

c. Customer opinion book;

d. Calibration or verification records of measuring instruments;

e. Internal quality audit report;

f . Customer complaint handling form, etc.

Any trading enterprise, as long as it establishes a documented quality management system based on its own reality, will be able to break away from traditional experience management, move towards scientific management and modern management, and promote international services The quality management standard (ISO 9004.2) provides a shortcut.

Section 2 Business Service Quality Assurance System

The quality assurance system is also a quality system, which requires confirmation that an organization has the ability to provide qualified products.

The quality assurance system of a trading enterprise is required to prove that it has the ability to provide qualified goods and services. Generally speaking, the quality assurance system of a trading enterprise is established based on the international quality assurance standard (ISO 9001 or ISO 9002) and implementation.

Domestic and foreign quality management practices prove that: the beneficiary-driven approach is adopted, that is, the quality system certification agency represents the beneficiaries (customers, employees, owners, sub-suppliers and society) to a certain enterprise or organization It is a popular practice for quality assurance systems to be certified and registered to demonstrate the suitability of their quality systems. To this end, this section focuses on the composition, documentation, and certification and registration requirements of the quality assurance system of commercial enterprises.

1. Elements of the Commercial Service Quality Assurance System

Since the products of commercial enterprises are a combination of goods and services, the quality of sales services cannot be determined after passing the inspection like hardware products. Delivery to customers depends on the quality of the service delivery process. Therefore, the State Bureau of Technical Supervision and the relevant departments of the Ministry of Internal Trade issued an implementation guide for the quality assurance model standard applicable to commercial and trade enterprises in early 1997 (see Appendix 2 for details), which was compiled based on ISO 9001 or ISO 9002. Based on this guide, we will briefly describe the composition of the quality assurance system of commercial enterprises.

1. Management responsibilities

The top managers of commercial and trading enterprises should formulate quality policies, determine quality objectives, and ensure that employees at all levels and types understand and conscientiously implement them.

Responsibilities, authorities and mutual relationships should be defined for all quality-related personnel, and relevant documents and organizational charts should be formed.

The necessary resources for various quality activities should be ensured, such as equipment, instruments, funds, and especially suitable talents.

Management reviews should be conducted at specified practice intervals to formally evaluate the suitability of the quality system's current activities with respect to the quality policy and objectives (ISO 8402). Its main content is to evaluate the results of internal quality system audits and analyze customer satisfaction, complaints and sales status.

A management representative should be designated within the management and given the authority to establish, implement and maintain the quality system, and represent the enterprise in liaising with external parties on quality system matters.

2. Quality system

Commercial enterprises should prepare a set of quality system documents including quality manual, management specifications, management specifications, service specifications and quality records to establish and maintain a document oriented quality system.

In order to continuously meet customer requirements, service quality planning should be carried out according to the new market system, such as preparing a service quality plan, which includes marketing strategies, product or service category range, sales methods, service quality control, etc. At the same time, the necessary service facilities, resources and control means are equipped.

3. Contract review

Trading companies should review each contract (including mail order, purchase, e-commerce, verbal orders) before signing to meet customer requirements.

The contract review method can be used flexibly according to the business situation, such as authorizing relevant personnel for approval, countersigning, meeting confirmation, etc. For retail goods, when the customer purchases the goods, the salesperson should review the invoice or manifest or confirm whether the variety, specifications, quality, price, etc. of the goods meet the customer's requirements before delivering the goods.

Reviews should also be conducted when contract modifications are made, and records should be kept.

4. Design control

Commercial enterprises should design the development and implementation of each service, such as the design of the service environment, the design of the service process, the design of the service delivery method, etc. To ensure that the service design output (mainly various specifications) meets the design input (including applicable regulations and customer needs).

At the same time, each design should be reviewed and verified, and design changes should be confirmed and approved.

5. Document and data control

Commercial enterprises should ensure that various quality system documents and data are approved or confirmed, and current and valid versions are available in all important locations.

Documents and materials such as notices and shopping guides posted at marketing venues can be circulated or distributed, but their content should be consistent and valid with the relevant documents. If there are any changes, they should be revised and replaced in time.

6. Procurement

Commercial enterprises should evaluate and select suppliers and service cooperation units (such as security companies, etc.) through on-site inspections, performance recognition, etc., to determine the quality of goods. Compile a directory of qualified sub-suppliers and maintain dynamic quality records.

At the same time, procurement documents should be prepared to clearly stipulate the category, specification, grade, quality and quantity of purchased goods. If necessary, acceptance methods should also be specified.

7. Control of products provided by customers

When a trading enterprise has goods provided by customers (such as processing clothing with supplied materials, repairing home appliances for customers, etc.), the customer's products should be properly kept , Check regularly to ensure that it is not lost or damaged, otherwise it should be reported to the customer.

8. Product identification and traceability

The product identification of commercial enterprises should include product identification and service identification, both of which should ensure that the identification is clear, strong, reliable, and unique, so as to facilitate Retrace.

Specific identification methods can be seals, hanging cards, signs, etc.

9. Process control

Commercial enterprises should control various factors that affect the service process, such as employee skills, service facilities, goods, service environment, service methods and prices, etc., in order to Ensure that the process is under control and that the quality of goods and services meets specified requirements.

10. Inspection and testing

Trading enterprises should verify and inspect the purchase, shelf placement, and delivery of goods to customers. If necessary, testing instruments can also be used, and inspections and Testing records.

At the same time, services should also be evaluated, including self-evaluation and customer evaluations to determine service quality.

11. Control of inspection, measurement and testing equipment

Trading enterprises should control various measurement and testing equipment, and when necessary, confirm the measurement and testing equipment of some sub-suppliers. .

12. Inspection and test status

Trading enterprises should mark the inspection and test status of goods so that they can correctly distinguish between goods that have passed or failed inspection and goods that need to be inspected.

13. Control of unqualified products

Trading enterprises should review and deal with unqualified products, such as timely exchange, return, downgrade and sale at reduced prices, scrapping, etc. At the same time, non-standard services should also be reviewed and dealt with, such as apologizing to customers to gain their understanding, and re-providing standardized services.

14. Corrective and preventive measures

Trading enterprises should carefully investigate the causes of substandard goods or non-standard services that have occurred, as well as potential substandard goods or non-standard services, and take Targeted corrective or preventive actions to eliminate nonconformities and achieve quality improvement.

15. Handling, storage, packaging, protection and delivery

Trading enterprises should provide corresponding handling (including loading and unloading) methods for the handling of goods to prevent damage or deterioration of goods.

Based on objective needs, control the packaging and wrapping of goods to ensure the safety and non-damage of goods.

Appropriate protective measures should be taken after the product is purchased and before it is sold, such as specifying the number of stacking layers, fire protection, lightning protection, moisture protection, etc.

Whether it is delivery in a mall or door-to-door delivery, the delivery requirements should be determined.

16. Control of quality records

Trading enterprises should establish sub-supplier assessment procedures, contract review records, commodity inspection and acceptance records, service inspection records, customer complaint records, and internal quality audits Make clear provisions on the identification, collection, cataloging, archiving, review, storage and processing of quality records such as reports. Prevent it from deterioration, damage or loss.

17. Internal quality audit

Commercial enterprises should appoint a number of auditors who have been trained, passed the assessment, and have internal auditor qualifications to conduct internal quality audits according to the annual internal audit plan. , submit internal audit reports to discover and correct non-conforming items in a timely manner.

18. Training

Commercial enterprises should prepare employee training plans, conduct specialized skills training and qualification assessments for various types of personnel, and keep training records.

19. Service

Trading enterprises should, in accordance with relevant national regulations, promise and implement after-sales services that satisfy customers, such as implementing "three guarantees" for some goods.

20. Statistical technology

Commercial and trading enterprises should clearly identify the areas where statistical technology should be used based on the actual situation of the enterprise, and actively adopt corresponding statistical technology to improve service quality.

2. Quality assurance system documents of commercial and trading enterprises

The quality assurance system documents of commercial and trading enterprises are the same as the quality management system documents. They have four levels, and many documents are for personal use. .

1. Quality Assurance Manual

The quality assurance manual of a trading enterprise is compiled based on the quality assurance standards stipulated in the purchase and sale contract or certification contract. It proves that the quality system of the trading enterprise meets the quality requirements stipulated in the contract, or shows that its quality system meets the quality requirements stipulated in ISO 9001 or ISO 9002. Therefore, it should generally be compiled into a concise and independent document based on ISO 10013 "Guidelines for Preparation of Quality Manuals".

2. Management specifications

Except for contract review, control of products provided by customers and other elements that should be compiled as management specifications for the quality assurance system, other management specifications required for the quality assurance system are Management practices from the quality management system may be used.

Of course, conversely, in addition to management specifications in quality economy, product safety and marketing (i.e. market development), management specifications in other quality management systems can also be used as quality assurance system documents. .

3. Service specifications

Whether it is a service specification as a quality management system document or a service specification as a quality assurance system document, the content and requirements are the same and should be prepared according to positions. To standardize the service behavior of service personnel.

4. Quality records

Most quality records are common to both types of quality systems.

3. Certification/registration of the quality system of commercial and trading enterprises

The certification and registration of the quality system of commercial and trading enterprises is the same as that of other enterprises. Applications should be submitted to a qualified quality system certification agency. After the quality system certification agency passes the document review and on-site quality system audit, it will issue a quality system certification certificate or grant quality system registration, and announce it in relevant newspapers and periodicals.

At present, Beijing Di’anmen Food Mall, Shanghai Zhongdian Equipment Company, Shanghai No. 1 Department Store and other trading companies have passed quality system certification and become the first batch of certified trading companies in my country.

Section 3 Any enterprise, due to its different production and operation processes, will have its own quality system and certain characteristics in operation.

The service quality system of commercial and trading enterprises has three significant characteristics, and takes the "three modernizations", namely standardization of product quality, standardization of marketing management and standardization of service behavior, as a distinctive sign of its effective operation.

1. Characteristics of the service quality system of commercial and trading enterprises

Summarizing the practical experience of establishing and implementing service quality systems of commercial and trading enterprises, the service quality system of commercial and trading enterprises has three significant characteristics.

1. Ensuring product quality and service quality to satisfy customers is the fundamental purpose for commercial enterprises to establish a service quality system

The first thing any organization should care about is the quality of its products. To survive and develop in fierce market competition, its products must meet customer expectations and comply with corresponding standards, norms and social requirements.

The products of a trading company are a combination of goods and sales services. Customers are the recipients of products and the final judge of their product quality. A trading company without customers cannot survive. Customers require trading companies not only to provide cheap, high-quality, reliable products, but also to provide satisfactory services. Both are indispensable. Otherwise, customers will not be satisfied, which also means that the service quality system of trading companies is imperfect.

2. The service quality system documents of commercial and trading enterprises are closely integrated with the standard system with commodity standards as the core.

The main purpose of establishing and implementing the service quality system of commercial and trading enterprises is to Customers are provided with qualified products and satisfactory services, which are specifically expressed as a set of service quality system documents.

Qualified goods and satisfactory services must be measured by product quality standards and service quality standards, and the entire commercial enterprise standard system includes basic standards, technical standards, management standards (management specifications) and The implementation of work standards (i.e. service specifications, work specifications, and operation specifications) is guaranteed. Product quality is the premise and core of service quality. If the product quality is not up to standard, there will be no service quality.

This requires commercial enterprises not only to use the corporate standard system as the basis and basis for the establishment and operation of their service quality system, but also to incorporate quality system documents such as management specifications and service specifications into the corporate standard system so that the two The sets of documents are closely connected and integrated into one.

3. The service quality system of trading enterprises is a dynamically developing system

The fundamental purpose of establishing and implementing the service quality system of trading enterprises is to satisfy customers and retain them. However, because customers' needs and satisfaction change with their age, economic income, personal hobbies and many other factors, trading companies must continue to investigate and study to adapt to such changes in demand, which affects the service quality of trading companies. The system is more dynamic than the quality system of industrial enterprises and the service quality system of transportation enterprises such as civil aviation and railways.

2. The symbol of the effective operation of the service quality system of commercial and trading enterprises is the "three modernizations"

The effective operation of the service quality system of commercial and trading enterprises means that the quality system documents can be seriously implemented. Achieve results, which are reflected in the standardization of product quality, marketing management procedures and service behavior standardization.

1. Standardization of product quality

Standardization of product quality means that the quality of the products sold by trading companies meet relevant standards and are all qualified products. There are fake and shoddy products, and they have no price. The phenomenon of high quality and low quantity.

Specifically, the following 14 types of commodities will not be distributed:

(1) Invalid or spoiled; (2) Endangering the safety and health of customers;

(3) The indicated performance indicators are inconsistent with the actual;

(4) Pretending to use high-quality or quality certification marks, or forging license marks;

(5) Adulteration, Passing off fakes as genuine or exchanging old ones for new ones;

(6) Production and sales prohibited by relevant national laws, regulations, or orders;

(7) Without certificates or other certifications ;

(8) The product name, producer and origin are not marked in Chinese;

(9) The product is used within a limited time without indicating the shelf life and expiration date;

(11) Failure to indicate specifications, grades, ingredients, content and other technical performance indicators in Chinese in accordance with relevant specifications;

(12) There are flammable, toxic and other dangerous goods but they are not marked;

(13) The labels and instructions for use should not be or cannot be written (printed) correctly;

(14) Failure to meet the standards specified in the contract or product instruction manual or label.

In short, product quality standardization should be the primary indicator of whether a trading enterprise's service quality system is operating effectively.

2. Programmed marketing management

Marketing is the main business of a trading company, and marketing management is the main management work of a trading company. When establishing a service quality system, commercial and trading enterprises should formulate management specifications, that is, program documents, from market research, supplier selection, procurement, acceptance, warehousing, sales to after-sales service, and implement them conscientiously so that marketing management activities are within management specifications, that is, procedures. Under the control of documents, marketing management is programmed.

3. Standardization of service behavior

Sales service is the main business link of a trading company, and it is also a key link in the formation of service quality and delivery to customers. The service behavior of employees of a trading company is not only directly related to service quality, but also affects the overall image of the trading enterprise.

Therefore, when establishing and implementing a service quality system, commercial and trading enterprises must formulate and implement service specifications so that the dress, language, actions, etc. of each marketing service staff are standardized and provide standardized services.

Beijing Di’anmen Non-staple Food Mall is a medium-sized trading enterprise established in 1956. Although its business area is only a few hundred square meters, it took the lead in seriously implementing the ISO 9000 family standards in 1993 and established a scientific and The practical and effective service quality system has standardized product quality, standardized marketing management procedures and standardized service behaviors, thus achieving great economic benefits. It is the first company in the industry to obtain a quality system certification registration certificate. Their experience is specifically reflected in:

(1) Entering the big market. All employees have firmly established the concepts of store competition, customer first and quality service, and sincerely provided all-round and multi-form marketing services to the vast majority of consumers, making annual sales jump from more than 60 million yuan to more than 60 million yuan. 100 million yuan, and has stabilized at more than 100 million yuan for three consecutive years. Economic indicators such as per capita labor efficiency, land service efficiency, and capital profit and tax rates are among the best in the industry. It has also won the "National Implementation of Price Measurement Policies and Regulations" for four consecutive years. A series of honorary titles such as "Best Unit" and "National Business Reputation Enterprise", "National Consumer Protection Cup" and "National May 1st Labor Medal" have become a trustworthy "vegetable basket" for the common people.

(2) Write a big article. The shopping mall not only compiled a set of scientific, practical and effective service quality system documents, but also created a "district and deputy shopping mall management model" and compiled it into a book. This book is the first book on the management of commercial and trade enterprises in my country. It includes information such as progress in reform, management models, quality manuals, standard systems, management systems, service specifications, etc. It serves as a basis for exploring and establishing a commercial and trade enterprise management theory with Chinese characteristics. It has made great contributions and has been highly praised by relevant departments and the vast number of commercial and trade enterprises.

In addition, the mall also participated in the International Quality Management Forum and published a paper "Quality System of Commercial Enterprises and Its Operation Symbols."

(3) Create great characteristics. In the process of implementing international service quality management standards and establishing a service quality system, Di'anmen Nonstaple Food Mall creatively explored the idea of ??"high starting point", "combining two methods to build a system", top-down coordination, full participation of all employees, "implementing both hard and soft measures", Six experiences, including "close integration of quality system documents and corporate standards" and "persistent advancement and continuous improvement", are also its six characteristics.