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