摘要
Structural Equation Modeling （SEM） used widely in sociology, economics and psychology is adopted. Based on data obtained from marketing research, and using statistical analysis software SPSSll. 0 and LISRELS. 7, Theory of Five Dimensions of service quality is proved to be suitable in sportswear retailing in China. It analyzes the relationship among five dimensions and puts them in order of importance as to service quality in sportswear retailing. Advices are given for sportswear retail companies to improve their .Service quality and enhance customer loyalty.
Structural Equation Modeling(SEM) used widely in sociology,economics and psychology is adopted.Based on data obtained from marketing research,and using statistical analysis software SPSS11.0 and LISREL8.7,Theory of Five Dimensions of service quality is proved to be suitable in sportswear retailing in China.It analyzes the relationship among five dimensions and puts them in order of importance as to service quality in sportswear retailing.Advices are given for sportswear retail companies to improve their service quality and enhance customer loyalty.
