On the morning of November 6, 2024, the Business School of Shenzhen Technology University successfully held a guest lecture entitled “How to Measure and Improve Service Quality and Profit from It” in room D3-203A—hosted by Assistant Professor Qian Wang, the deputy director of the Marketing program. The guest lecture speaker was German scholar Prof. Thomas Liebetruth, who offered a profound discussion and inspiration on service quality management forthe forth year undergraduatestudents from the International Business (Marketing orientation) program.
Figure 1. Professor Qian Wang introduces the guest lecture
At the beginning of the lecture, Assistant Professor Qian Wang introduced Prof. Thomas Liebetruth’s academic background and research achievements and warmly welcomed him to the Business School of Shenzhen Technology University. Prof. Liebetruth then presented the concept of service quality in an approachable and logical manner, beginning with the critical questions of “What are the characteristics of service?” and “What is service quality?” to reveal the growing importance of service quality in modern enterprises to students.
Figure 2. Prof. Thomas Liebetruth begins his engaging guest lecture
Service Quality and Measurement Methods
Prof. Liebetruth began with an in-depth explanation of two main aspects: “factors affecting service quality” and “how to measure and manage service quality.” To help students grasp the practical value of service quality management, he introduced the “Gap Model” in service management. He thoroughly analyzed the five dimensions of the SERVQUAL model: tangibles, reliability, responsiveness, assurance, and empathy. Through numerous concrete examples, Prof. Liebetruth combined theory with practice, allowing students to intuitively understand the standards and methods of service quality evaluation.
While exploring “diverse approaches to evaluating service quality through multiple channels,” Prof. Liebetruth emphasized the distinction between external and internal assessments. He explained how service quality can be tested through various channels, such as management reviews and customer feedback. Additionally, he posed questions to the students, prompting them to consider the practical application of service quality measurement and its role in a business environment.
Figure 3. Prof. Thomas Liebetruth discusses questions with students
Service Quality and Business Profitability
Prof. Liebetruth connected service quality measurement with business profitability, offering an in-depth analysis of how high service quality can become a competitive advantage in the marketplace. Using the example of German market research company DISQ, he illustrated the close relationship between service quality, customer loyalty, brand value, and market share. Prof. Dr. Liebetruth explained DISQ’s business model, emphasizing how the market research process relies on service quality measurement to provide targeted market feedback, which helps companies improve customer experience and brand image. This case study demonstrated to students the importance of capturing market share, enhancing customer loyalty, and achieving differentiated marketing through high-quality service. For students pursuing marketing careers, Prof. Liebetruth highlighted that high service quality helps companies win customers and enhances brand premium and competitiveness, ultimately bringing more excellent business value.
Interactive Workshop and Summary
At the end of the lecture, Prof. Liebetruth organized an interactive workshop, inviting students to work in groups to discuss practical ways to improve the service quality of the school cafeteria. Applying the service quality measurement methods learned in class, the students analyzed key areas for improvement in the cafeteria service and proposed various practical suggestions. Through this hands-on exercise, students not only applied theoretical knowledge to real-world scenarios but also developed the ability to integrate service quality management with marketing strategies, boosting their confidence in addressing practical challenges.
Figure 4. Prof. Thomas Liebetruth introduces the workshop content
This lecture enabled students to fully understand the core significance of service quality, bridging theory with practice. Through real-life case studies and teamwork, students could master specific methods for enhancing service quality. Prof. Liebetruth’s lectures were engaging, insightful, and rich in content, bringing students an international perspective and cutting-edge concepts in service quality management. The lecture concluded successfully amid the enthusiastic applause of the students.
Figure 5. Prof. Thomas Liebetruth interacts with students
Layout: Lin Zheng
Copywriting: Lin Zheng
Photography: Lin Zheng
Review: Qian Wang
