购物中心服务质量评价模型的构建与应用研究
发布时间：2018-11-23 08:21
【摘要】：随着实体经济和互联网经济的发展,人们的消费渠道在不断增加,实体店、网店、购物中心、微店、朋友等等都成为了购物的来源,消费习惯和消费需求在不断变化,生活品质的提高让消费者对服务质量要求不断提高,购物中心由购物需求型向体验娱乐休闲型装变的过程中,要求购物中心不断提高其服务质量水平。越来越多的国外大型购物中心进军中国市场,逼迫本土购物中心不断转型,加快与国际接轨的步伐。因此,结合中国目前购物中心的现状特点,找出影响购物中心服务质量的主要因素,再结合数据分析进行改进,成为现在购物中心运营过程中迫切需要解决的问题。 本文通过对国内外相关服务质量理论研究的文献分析,综合学者PZB组合和学者MFK组合的相关理论模型,再结合我国购物中心服务质量的现状,构建了基于顾客感知的购物中心服务质量评价模型。其主要从技术质量和功能质量两个角度展开,包含可靠性、交互性、保证性、有形性、移情性和经济性六个主要维度。本文提出技术质量H1和功能质量H2能够用来测量购物中心服务质量的假设,以及六个维度对于购物中心服务质量呈现正相关性的假设H3、H4、H5、H6、H7、H8。本文在理论模型的基础上构建了购物中心服务质量评价量表,通过消费者、专家访谈和实际调研,设计了包含22个子项目的调查问卷,在通过相关分析、结构方程检验等一系列的方法验证后,最终我们分析缩减得到了包含20个子项目的正式测量量表。用正式量表对提出的假设进行验证,得到了很好的数据支持,这说明假设H1到H8的关系是成立的。本文以淮南某一商场为例,基于购物中心评价指标模糊性、动态性等特点,通过动态模糊综合评价法分析购物中心各维度服务水平,并根据各维度的得分趋势指导该购物中心更好的改善服务质量。 最后本文对购物中心服务质量存在的一系列问题进行了归纳并且提出了相应的解决对策。购物中心需要以人为本,从顾客的切实需求出发,提供经济可靠的商品和服务,同时购物中心还要注重消费者的交通便利、个性化需求等,体现购物中心的人文关怀。
[Abstract]:With the development of the real economy and the Internet economy, people's consumption channels are constantly increasing. Physical stores, online stores, shopping centers, micro-stores, friends and so on have become the source of shopping, and consumption habits and consumer demand are constantly changing. The improvement of quality of life makes the consumer to the service quality request to raise unceasingly, the shopping center changes from the shopping demand type to the experience entertainment leisure type clothing, the request shopping center unceasingly improves its service quality level. More and more foreign shopping centers enter the Chinese market, forcing local shopping centers to transform and accelerate the pace of international integration. Therefore, according to the current situation of shopping centers in China, to find out the main factors that affect the service quality of shopping centers, and then to improve it with data analysis, which is an urgent problem to be solved in the process of shopping center operation. Based on the literature analysis of relevant service quality theories at home and abroad, this paper synthesizes the relevant theoretical models of scholars' PZB combination and scholars' MFK combination, and then combines the current situation of service quality of shopping centers in China. The evaluation model of service quality of shopping center based on customer perception is constructed. It consists of six main dimensions: reliability, interaction, assurance, materiality, empathy and economy. This paper presents the hypothesis that technical quality H 1 and function quality H 2 can be used to measure the service quality of shopping malls, and the assumption that six dimensions are positively correlated to the service quality of shopping centers. Based on the theoretical model, this paper constructs a shopping center service quality evaluation scale, through consumer, expert interviews and actual research, designed a questionnaire including 22 sub-items, through the relevant analysis. After a series of methods, such as structural equation test, we obtained a formal measurement scale with 20 subitems. The hypothesis is verified by formal scale, which shows that the relationship between H _ 1 and H _ 8 is well supported by data, which shows that the relationship between H _ 1 and H _ 8 is valid. Taking a shopping mall in Huainan as an example, based on the characteristics of fuzzy and dynamic evaluation index of shopping center, this paper analyzes the service level of each dimension of shopping center by dynamic fuzzy comprehensive evaluation method. According to the score trend of each dimension, the shopping center can improve the service quality better. Finally, this paper summarizes a series of problems existing in the service quality of shopping center and puts forward the corresponding countermeasures. Shopping center needs to be people-oriented, from the actual needs of customers, to provide economic and reliable goods and services, while the shopping center should pay attention to the convenience of consumer transportation, personalized needs and so on, reflecting the humanistic care of shopping center.
【学位授予单位】：安徽理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F724.2
本文编号：2350900
[Abstract]:With the development of the real economy and the Internet economy, people's consumption channels are constantly increasing. Physical stores, online stores, shopping centers, micro-stores, friends and so on have become the source of shopping, and consumption habits and consumer demand are constantly changing. The improvement of quality of life makes the consumer to the service quality request to raise unceasingly, the shopping center changes from the shopping demand type to the experience entertainment leisure type clothing, the request shopping center unceasingly improves its service quality level. More and more foreign shopping centers enter the Chinese market, forcing local shopping centers to transform and accelerate the pace of international integration. Therefore, according to the current situation of shopping centers in China, to find out the main factors that affect the service quality of shopping centers, and then to improve it with data analysis, which is an urgent problem to be solved in the process of shopping center operation. Based on the literature analysis of relevant service quality theories at home and abroad, this paper synthesizes the relevant theoretical models of scholars' PZB combination and scholars' MFK combination, and then combines the current situation of service quality of shopping centers in China. The evaluation model of service quality of shopping center based on customer perception is constructed. It consists of six main dimensions: reliability, interaction, assurance, materiality, empathy and economy. This paper presents the hypothesis that technical quality H 1 and function quality H 2 can be used to measure the service quality of shopping malls, and the assumption that six dimensions are positively correlated to the service quality of shopping centers. Based on the theoretical model, this paper constructs a shopping center service quality evaluation scale, through consumer, expert interviews and actual research, designed a questionnaire including 22 sub-items, through the relevant analysis. After a series of methods, such as structural equation test, we obtained a formal measurement scale with 20 subitems. The hypothesis is verified by formal scale, which shows that the relationship between H _ 1 and H _ 8 is well supported by data, which shows that the relationship between H _ 1 and H _ 8 is valid. Taking a shopping mall in Huainan as an example, based on the characteristics of fuzzy and dynamic evaluation index of shopping center, this paper analyzes the service level of each dimension of shopping center by dynamic fuzzy comprehensive evaluation method. According to the score trend of each dimension, the shopping center can improve the service quality better. Finally, this paper summarizes a series of problems existing in the service quality of shopping center and puts forward the corresponding countermeasures. Shopping center needs to be people-oriented, from the actual needs of customers, to provide economic and reliable goods and services, while the shopping center should pay attention to the convenience of consumer transportation, personalized needs and so on, reflecting the humanistic care of shopping center.
【学位授予单位】：安徽理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F724.2
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