基于SERVQUAL模型的商圈服务质量模糊综合评价

Fuzzy Comprehensive Evaluation of Service Quality of Trade Area Based on SERVQUAL Model

基于SERVQUAL模型和模糊层次分析法(fuzzy analytic hierarchy process,FAHP)获取顾客对商圈服务最迫切的需求,同时对商圈服务质量进行综合评价,发现商圈服务存在的问题,建立了商圈服务质量的模糊综合评价(fuzzy comprehensive evaluation of service quality,FCESQ)模型.研究结果表明,影响商圈整体服务质量的瓶颈问题是服务人员的素质、商家的诚信以及顾客投诉的处理效果等.针对这些问题分析了原因并找出了提升商圈服务质量的措施,最终达到提升商圈整体竞争力的目的.

This paper obtains the most pressing customers＇ requirements about the service quality of a trade area based on the SERVQUAL model and fuzzy analytic hierarchy process（FAHP）. The service quality of a trade area is evaluated comprehensively to find problems in the service quality of the trade area. An evaluating model named fuzzy comprehensive evaluation of service quality（FCESQ） is established. The result shows that the bottleneck that affects the overall service quality of a trade area includes the quality of set- vice staff, business integrity and treatment of customer complaints. The reasons of these problems are found and analyzed, and the measures to improve service quality of the trade area are proposed, thus improving the overall competitiveness of a trade area.