百货店店铺印象中的服务要素测量研究被引量：6

Research on the Measurement of Service Element in the Department Store Image

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摘要服务要素的测量是研究服务密集型零售业态店铺印象的关键环节。以往的服务要素测量以SERVQUAL中服务要素为主,但SERVQUAL量表的服务要素是否适合测量百货店店铺印象,需要进一步证实。文章在原有SERVQUAL量表的基础上,对百货店店铺印象中服务要素进行相应的扩充和修改,通过EFA和CFA分析,对其进行实证检验。结果表明,百货店服务要素分为有形性、便利性、响应性、移情性和可靠性。而且,我国消费者对百货店的服务要素认知越来越细化,越来越注重娱乐性服务项目,因此百货店的服务要尽量使消费者体会更多的愉悦感。 Measurement of service elements is the key for the research of retailing store image in the service-intensive retailing formats.SERVQUAL is always used in the measurement of service.It needs to be tested whether SERVQUAL scale is fit for the measurement of service in store image.This paper expands and modifies the service elements according to a group survey,and designs a new service scale for the test of department store image based on the SERVQUAL.We test the new scale with Exploratory Factor Analysis（EFA） and Confirmatory Factor Analysis（CFA）.It shows that service elements for department stores consist of tangibility,convenience,responsiveness,empathy and assurance.Besides,consumer evaluation on department store service is increasingly elaborate,and customers tend to emphasize recreational service items.So retailers should pay more attention to offering customers more pleasure.

作者侯旻吴小丁

机构地区吉林大学商学院大连工业大学管理学院

出处《商业经济与管理》 CSSCI 北大核心 2010年第8期13-20,共8页 Journal of Business Economics

基金教育部省部共建人文社会科学重点研究基地浙江工商大学现代商贸研究中心资助项目(09JDSM22YB) 吉林大学"985工程"研究项目(2008-2011/10)

关键词百货店店铺印象服务要素测量 SERVQUAL量表 department store store image service element measurement SERVQUAL scale

分类号 F710 [经济管理—产业经济]

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参考文献18

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