大众休闲品牌服装零售服务质量研究

Study on retail service quality of popular casual brand garments

借鉴前人提出的服务质量测量量表SERVQUAL,结合我国文化背景和行业特点,通过访谈和市场调研获得一手数据,借助SPSS16.0统计软件,开发出适合测量大众休闲品牌服装零售服务质量的4个衡量维度和22个测量项目的测量量表。采用结构方程建模技术,建立结构方程模型,运用AMOS7.0统计软件,验证所开发出的测量量表有良好的结构性和拟合性,具有可行性。服务质量各衡量维度对总体服务质量的影响分析表明,服务态度、重视性和可靠性3个维度对总体服务质量有显著性影响,而有形性维度对总体服务质量没有显著性影响。

The measurement scale of service quality is mainly based upon SERVQUAL scale which was developed by three scholors.The first-hand data were obtained through interviewing and market investigation,and China′ s cultural background and industrial characteristics were also taken into consideration.On this basis,a measurement scale of service quality which comprises 22 items that span four dimensions is developed for the retail service quality of popular casual brand garments by using software SPSS16.0.Then,using structural equation modeling（SEM）,the feasibility of proposed scale which has good structural and fitting has been verified via software AMOS7.0.And analysis of the influence of every dimension of service quality on overall service quality shows that service attitude,reproducibility,reliability but tangible dimension have positive and significant influence on overall service quality.