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The rapid development of service industries is an important trend for the development of global economy, Human society is about to enter the era of service economy. Since the 1980s, scholars from various countries have made researches around the service quality for many years, the importance of service quality has been of more and more attention. Service quality is the crucial factor to establish a brand and to improve the competitiveness of enterprises. The level of service quality determines the capacity and level to obtain the customers' satisfaction; it's good or bad is related to the survival and development of the service enterprises. Therefore, service quality is the key problem to the management of enterprises' services. With the rapid progress of Chinese market economy, the service industry is also booming, catering industry has become a prominent backbone of the industry. As the dynamic changes in the competitive environment and the continual improvement of customers' demands for services make a lot of catering enterprises, especially fast-food industry experience a bottleneck. To keep unbeatable in the fierce market competition, we should know our present status in time, find and solve the service problems. Compared with foreign countries, our researches in SERVQUAL are still in the initial stage, have only a few empirical researches, and haven't formed a theoretical system which suits our national conditions, therefore, in theoretical exploration and model construction, the results that many Western scholars achieved can be important references in the service quality researches to our country. Based on the SERVQUAL model of service quality measurement factor, I start to take McDonald's Jingzhonghe Branch of Tianjin as a case to research, through the empirical I attempt to identify the related elements which affecting the quality of enterprises services, combine the characteristics of the industry and the object to design evaluation questionnaire which appropriate to the restaurant's service quality. On the basis of comprehensive literature and survey data, this article analyzes the gap between expectation and perception that exists in the customers, found the problems of the researching object, then make solutions and suggestions aimed at them, by improving the related factors of the service quality and thus improve the enterprises' service quality, has a big practical significance. It will help restaurant managers to understand the requirements of customers, promote the service quality of restaurants, improve the customers' satisfaction, thereby enhance the enterprises' market competitiveness.

The rapid development of industry, is the contemporary world economic development, human society is an important trend to enter service economy era. Since 1980s, the quality of service scholars has many years of research, the importance of service quality by more and more attention. Service quality is setting up the enterprise brand, enhance the competitiveness of enterprises is one of the crucial factors. The quality of service for customer satisfaction determines the ability and level, It is good or bad, relationship to service the survival and development of enterprises. Therefore, the service quality is enterprise service center of management.With the rapid progress of China's market economy booming, catering, service industry has become a prominent backbone of this industry. The competitive environment, customer service of unrest, improve the catering enterprises, especially for many fast growth bottleneck. Timely and improving the service status, problems existing in, can make enterprise in the fierce market competition, the invincible position. Compared with the overseas Chinese in service quality, the research is still in its beginning stage, empirical research, no less formed a union with the theoretical system of western scholars, so many achievements in theory, and discusses the construction model of service quality of our research has great significance.Based on the model of service quality evaluation factors SERVQUAL in tianjin JinZhongHe shop for McDonald's case study, through empirical tries to find out the quality of service enterprise, industry and related factors of design object, suitable for the restaurant service quality evaluation questionnaire. In the comprehensive literature and on the basis of the survey data, this paper analyzed the customer expectation and perceive the gap exists between the research object, the existing problems and has proposed the countermeasure and the suggestion, through improving the quality of service related factors to improve service quality, the enterprise with strong practical significance. Understand customers' needs to restaurant management, improve the service quality, improve the restaurant customer satisfaction, thereby enhancing the competitive advantage in the market.Keywords: services, Service quality, SERVQUAL, McDonald's JinZhongHe tianjin