Research on CBA Service Quality Based on Marketing Mix 7Ps Theory

Abstract

In order to explore the key influencing factors for improving the service quality of
CBA, this article systematically reviews the concept and development of service quality
through literature review and logical analysis methods, and constructs the key influencing
factors of CBA service quality based on the 7Ps theory, attempting to provide a theoretical basis
for guiding innovation in CBA service quality management. The results showed that the CBA
service framework system consists of 7 dimensions: service (product), price, place, promotion,
service personnel and customers, service process, and tangible display of the competition;
Service quality includes five dimensions: responsiveness, tangibility, empathy, reliability, and
security; Customer perceived value includes four dimensions: functional value, social value,
information value, and situational value; Customer demand include three dimensions: basic
demands, expected demands, and exciting demands. And within the framework of event
services, service marketing has a positive impact on service quality, which is mediated by
consumer demand and perceived value.