运动服装品牌零售服务质量研究

Study on Retail Service Quality of Sportswear Brand

借鉴社会学、经济学、心理学应用比较广泛的结构方程模型(SEM),通过市场调查的一手数据,借助SPSS 11.0和LISREL 8.7数据分析软件验证了服务质量五维度理论在运动服装品牌零售行业的适用性,并分析了五维度之间的相互关系,最终得出了五维度对服务质量的重要性排序,为运动服装品牌零售公司改进服务质量、提高顾客忠诚度提出了建议.

Structural equation modeling （SEM） which is used widely in sociology, economics and psychology was adopted. Based on data from marketing research, the theory of five dimensions of service quality was proved to be suitable for the retailing of sportswear brand through analysis software SPSS 11.0 and LISREL 8. 7. The relationship among five dimensions was also analyzed and the importance of them as to service quality in order was given. Advice was forwarded for sportswear brand retail company to develop their service quality and enhance customer loyalty.