中国大型本土连锁超市服务质量及影响因子实证分析

发布时间：2018-01-03 12:11

本文关键词：中国大型本土连锁超市服务质量及影响因子实证分析　出处：《中央民族大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着服务行业在发达国家兴起和发展,发达国家服务经济在整体经济中所占的比重逐渐占据越来越重要的地位,服务科学也随着服务经济的快速发展而成为一门独立学科,这就导致传统的服务质量管理理论不再适用,服务质量管理理论创新也因此面临着所未有的挑战,同时也带了诸多机遇。提高服务质量能够有效地改善企业的经营绩效,但是近些年企业服务质量评价持续降低引起了社会的关注。国内学者研究发现,随着市场竞争力逐渐加剧,不同企业之间的产品价格逐渐趋于相同,企业若要在激烈的市场中占据主导地位,就需要提供相对较高质量的服务,高质量服务不仅能够为企业带来收益,也可以为企业带来新的顾客及忠实的老顾客。研究同时还发现服务质量的差异会对顾客对企业服务的结果与企业服务的满意程度产生一定的影响,最终会影响到顾客是否再次购买,企业经营获取利润的能力与服务质量的关系并不是简单地线性关系,从根本上来说,是服务与实体之间的差异,传统的理论和方法无法清晰地解释这种差异,因此,就需要新的理论和方法,服务最为重要的特点之一是具有无形性,顾客往往在接受企业服务后会对企业的服务质量有一个心理评价,顾客对服务的感觉是积极地,会增加顾客粘性,提高购物频次。顾客在社会中的人际接触是最重要的影响因素;员工对顾客服务质量的好坏会对企业服务质量产生决定性的影响。很多发展比较久的工业对服务质量给予很高的重视,尤其是在商品价格、功能和质量等属性趋于相同的情况下,服务成为质量决定着企业竞争的优势。超市服务质量的好坏是顾客增加满意度的最为重要的因素。服务质量的好坏决定了超市以后的生存能力及发展能力,更是其生命线。国内外学者对于服务质量理论进行了深入的研究,更多集中在对服务质量的定义、评价方法和测量研究方面。自SERVQUAL模型被用来测量服务质量的方法提出之后,服务质量管理理论得到进一步的充实和发展,从研究学者研究的领域来看,学者对国内大型超市、百货商店的服务质量探究的研究比较多见。国内大型连锁超市的服务质量研究也是集中在服务营销领域。本文基于张艳(2008)设计的适用于中国零售企业服务质量的测量问卷,运用SERVQUAL模型对中国大型连锁超市的服务质量进行检验,发现服务质量的部分指标的显著差异。本文以北京市内资大型连锁超市为样本,在预调研的基础上,正式调查通过随机抽样进行问卷调查,实际发放问卷300份,有效样本228分。本文通过运用SPSS22.0软件对所的问卷数据进行测量,并得出以下结论:(1)我国本土连锁超市服务质量的测量结果具有较高的效度和信度。(2)运用因子分析验证了改进的SERVQUAL模型在测算中国大型内资连锁超市服务质量是适用的;(3)顾客在五个维度上的感知都没有达到他们的预期,超市服务质量整体不乐观。(4)我国大型本土连锁超市服务质量五个维度重要性排序是"保证性"、"移情性"、"响应性"、"可靠性"和"有形性"。(5)中国大型本土连锁超市服务质量在"保证性"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economy and become an independent discipline, which leads to the traditional service quality management theory is no longer applicable, service quality management theory innovation it is facing the unprecedented challenge, it also brings many opportunities.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.

【学位授予单位】：中央民族大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F721.7

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