本文關(guān)鍵詞：中國大型本土連鎖超市服務(wù)質(zhì)量及影響因子實(shí)證分析　出處：《中央民族大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 服務(wù)質(zhì)量 內(nèi)資大型連鎖超市 SERVQUAL模型

【摘要】：隨著服務(wù)行業(yè)在發(fā)達(dá)國家興起和發(fā)展,發(fā)達(dá)國家服務(wù)經(jīng)濟(jì)在整體經(jīng)濟(jì)中所占的比重逐漸占據(jù)越來越重要的地位,服務(wù)科學(xué)也隨著服務(wù)經(jīng)濟(jì)的快速發(fā)展而成為一門獨(dú)立學(xué)科,這就導(dǎo)致傳統(tǒng)的服務(wù)質(zhì)量管理理論不再適用,服務(wù)質(zhì)量管理理論創(chuàng)新也因此面臨著所未有的挑戰(zhàn),同時(shí)也帶了諸多機(jī)遇。提高服務(wù)質(zhì)量能夠有效地改善企業(yè)的經(jīng)營績效,但是近些年企業(yè)服務(wù)質(zhì)量評價(jià)持續(xù)降低引起了社會的關(guān)注。國內(nèi)學(xué)者研究發(fā)現(xiàn),隨著市場競爭力逐漸加劇,不同企業(yè)之間的產(chǎn)品價(jià)格逐漸趨于相同,企業(yè)若要在激烈的市場中占據(jù)主導(dǎo)地位,就需要提供相對較高質(zhì)量的服務(wù),高質(zhì)量服務(wù)不僅能夠?yàn)槠髽I(yè)帶來收益,也可以為企業(yè)帶來新的顧客及忠實(shí)的老顧客。研究同時(shí)還發(fā)現(xiàn)服務(wù)質(zhì)量的差異會對顧客對企業(yè)服務(wù)的結(jié)果與企業(yè)服務(wù)的滿意程度產(chǎn)生一定的影響,最終會影響到顧客是否再次購買,企業(yè)經(jīng)營獲取利潤的能力與服務(wù)質(zhì)量的關(guān)系并不是簡單地線性關(guān)系,從根本上來說,是服務(wù)與實(shí)體之間的差異,傳統(tǒng)的理論和方法無法清晰地解釋這種差異,因此,就需要新的理論和方法,服務(wù)最為重要的特點(diǎn)之一是具有無形性,顧客往往在接受企業(yè)服務(wù)后會對企業(yè)的服務(wù)質(zhì)量有一個(gè)心理評價(jià),顧客對服務(wù)的感覺是積極地,會增加顧客粘性,提高購物頻次。顧客在社會中的人際接觸是最重要的影響因素;員工對顧客服務(wù)質(zhì)量的好壞會對企業(yè)服務(wù)質(zhì)量產(chǎn)生決定性的影響。很多發(fā)展比較久的工業(yè)對服務(wù)質(zhì)量給予很高的重視,尤其是在商品價(jià)格、功能和質(zhì)量等屬性趨于相同的情況下,服務(wù)成為質(zhì)量決定著企業(yè)競爭的優(yōu)勢。超市服務(wù)質(zhì)量的好壞是顧客增加滿意度的最為重要的因素。服務(wù)質(zhì)量的好壞決定了超市以后的生存能力及發(fā)展能力,更是其生命線。國內(nèi)外學(xué)者對于服務(wù)質(zhì)量理論進(jìn)行了深入的研究,更多集中在對服務(wù)質(zhì)量的定義、評價(jià)方法和測量研究方面。自SERVQUAL模型被用來測量服務(wù)質(zhì)量的方法提出之后,服務(wù)質(zhì)量管理理論得到進(jìn)一步的充實(shí)和發(fā)展,從研究學(xué)者研究的領(lǐng)域來看,學(xué)者對國內(nèi)大型超市、百貨商店的服務(wù)質(zhì)量探究的研究比較多見。國內(nèi)大型連鎖超市的服務(wù)質(zhì)量研究也是集中在服務(wù)營銷領(lǐng)域。本文基于張艷(2008)設(shè)計(jì)的適用于中國零售企業(yè)服務(wù)質(zhì)量的測量問卷,運(yùn)用SERVQUAL模型對中國大型連鎖超市的服務(wù)質(zhì)量進(jìn)行檢驗(yàn),發(fā)現(xiàn)服務(wù)質(zhì)量的部分指標(biāo)的顯著差異。本文以北京市內(nèi)資大型連鎖超市為樣本,在預(yù)調(diào)研的基礎(chǔ)上,正式調(diào)查通過隨機(jī)抽樣進(jìn)行問卷調(diào)查,實(shí)際發(fā)放問卷300份,有效樣本228分。本文通過運(yùn)用SPSS22.0軟件對所的問卷數(shù)據(jù)進(jìn)行測量,并得出以下結(jié)論:(1)我國本土連鎖超市服務(wù)質(zhì)量的測量結(jié)果具有較高的效度和信度。(2)運(yùn)用因子分析驗(yàn)證了改進(jìn)的SERVQUAL模型在測算中國大型內(nèi)資連鎖超市服務(wù)質(zhì)量是適用的;(3)顧客在五個(gè)維度上的感知都沒有達(dá)到他們的預(yù)期,超市服務(wù)質(zhì)量整體不樂觀。(4)我國大型本土連鎖超市服務(wù)質(zhì)量五個(gè)維度重要性排序是"保證性"、"移情性"、"響應(yīng)性"、"可靠性"和"有形性"。(5)中國大型本土連鎖超市服務(wù)質(zhì)量在"保證性"上急需提高。
[Abstract]:With the rise of the service industry in developed countries and the development of service economy, developed countries accounted for in the overall economy gradually occupy an increasingly important position, service science with the rapid development of service economy and become an independent discipline, which leads to the traditional service quality management theory is no longer applicable, service quality management theory innovation it is facing the unprecedented challenge, it also brings many opportunities. To improve the quality of service can effectively improve the performance of enterprises, but in recent years the enterprise service quality evaluation continuously reduce caused social attention. Domestic scholars found that, along with the market competition intensifies gradually, between different enterprises product prices gradually tend to be the same. If the enterprise wants to occupy the dominant position in the fierce market competition, we need to provide higher quality service, high quality service can not only for the enterprises Industry benefits, can also bring new customers and old customers loyal to the enterprise. The study also found that differences in service quality will affect the satisfaction of the customer to the enterprise service results and business services, will ultimately affect customers whether to buy again, and the relationship between the capacity and quality of service business profits the earth is not a simple relationship, fundamentally speaking, is the difference between the service and the entity, the traditional theories and methods can not clearly explain the difference, therefore, requires the new theory and method of service, one of the most important characteristics is invisible, the customer will have a psychological evaluation of enterprise the service quality is often in an enterprise service, customer service is feeling positive, will increase customer stickiness, improve customer shopping frequency. Interpersonal contact in society is the most important Influencing factors; staff on customer service quality will have a decisive impact on the service quality of the enterprises. Many relatively long industrial development gives high attention to the quality of service, especially in the commodity price, function and quality attributes tend to be the same situation, service has become the competitive advantages of the enterprises depends on the quality of supermarket service. The quality is the most important factor for the increase of customer satisfaction. The service quality determines the survival and development ability after the supermarket, is its lifeline. Domestic and foreign scholars on the theory of service quality in the paper, more focused on the definition of service quality, evaluation methods and measurement research. After the proposed method since the SERVQUAL model is used to measure the quality of service, quality of service management theory to be further strengthened and developed, the field of research from scholars Point of view, scholars of the domestic large supermarket, department store inquiry service quality more. The research on service quality of domestic large supermarket is concentrated in the field of marketing services. Based on Zhang Yan (2008) designed for service quality of retail enterprises Chinese measurement questionnaire was tested using SERVQUAL model of service quality of China large supermarket chains, significant differences were found between the indexes of quality of service. This paper takes Beijing city as a sample of domestic large supermarket chains, based on pre survey, formal investigation questionnaire survey by random sampling, the actual 300 questionnaires, 228 valid samples. By using the measured data of the questionnaire by SPSS22.0 the software, and draw the following conclusions: (1) the local chain supermarket service quality of our measurement results have higher validity and reliability. (2) using factor analysis test The improved SERVQUAL model in the calculation of China large domestic chain supermarket service quality is applicable; (3) customer perceived in five dimensions are not up to their expectations, the supermarket service quality is not optimistic. (4) the quality of our service large local supermarket chain of five dimensions of importance is the assurance of "," Empathy "," responsiveness "," reliability "and" tangible ". (5) Chinese large local supermarket chain service quality in the" guarantee "need to be improved.

【學(xué)位授予單位】：中央民族大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F721.7

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