天桥百货商店服务质量和顾客满意度调查_英国作业_留学生作业

服务质量的意见可能被视为一种理想主义的基本模型,也被称为感知服务质量模型。本文介绍了五种基本的服务质量的决定因素,包括有形性、可靠性、响应性、保证和同情。测量的是天桥百货商店的服务质量,本文采用方法是分发调查问卷的形式,来询问客户然后使综合统计问卷。

The opinions of service quality may be regarded as an idealistic basic model which is called as perceived service quality model – SERVQUAL model based on the attributive method. It introduces five basic determinants of service quality, including tangibility, reliability, responsiveness, guarantee and sympathy. For the measurement of TIANQIAO department store’s service quality, this paper adopts the method of grades. It hands out questionnaires, asks customers to grade item by item, and then makes comprehensive statistics to the questionnaires.

在现代服务行业,竞争日益激烈,激烈。作为一个服务公司,它变得越来越重要,把服务质量作为一个因素的市场竞争力。因此,服务质量应该被视为一种特殊的方式服务竞争。服务策略的竞争力可能会有所不同。然而,他们应该考虑顾客需求的变化,购买行为和消费模型基于服务质量也是很重要的。

In modern service industry, the competition becomes fiercer and fiercer. As a service company, it becomes more and more important to take service quality as a factor of market competitiveness. Therefore, service quality should be regarded as a particular way of service competition. The service strategy of competitive power may be different. However, they should consider the demand change of customers, purchasing behavior and consumption model based on the service quality.

The service business should emphatically develop and improve service quality to satisfy customers. In this way, they could be the best. It means that service companies should make analyses on inside the office, market and rivals. The results of suggested analyses have shown that service quality is a key factor to determine customer satisfaction degree.

Chapter 1 Introduction

1.1Introduction of TIANQIAO department store background

Chinese department industry is crossing from unitary mode to multiple modes, and the traditional department store will be replaced by modern department store, fashionable store, outlets, speciality store, mall and other stores. Therefore, when extending to some smaller cities, the traditional department store has changed into shop or living center. In big cities, the market of department stores has become saturated; more and more enterprises choose to develop in second-tier cities. At the same time, some department stores have tried to apply new measures to enhance their competitive advantages. For example, some of them take supermarket chains as accessories business. Moreover, the government has provided them support in financing, marketing, merger, acquisition, expansion and other developments. What they have to do is to improve service quality to meet the demand of customers.

Beijing TIANQIAO department store founded in 1953, established a small business area of 1,800 square meters of retail stores. TIANQIAO department stores located in Chongwen District Yongdingmen Avenue, shopping malls full range of goods, reasonable price, mainly operating various department stores, snack foods, semi-finished products, packaged foods, vegetables, and fruits. Fresh goods and ensure the quality, affordable price, is the ideal place for shopping. In 1988, TIANQIAO mall construction business area of 8,000 square meters of new floor. TIANQIAO department store has its own selling point: service with a smile, professional shopping guide, service, guide service, one-stop service, and a glass of water, Jewelry District, the disk service. It also has bilingual service delivery with both hands, bow thanks, full-time parking services. These unique characteristics of services, beyond the five-star service, the characteristics of the formation of TIANQIAO department store. (http://baike.baidu.com/view/1979772.htm,2011)

1.2Introduction of literature review

This dissertation aims to explore how the TIANQIAO department store improves the customer satisfaction by its good service quality. The research question and research objectives are summarized in the following parts (see1.2 and 1.3). In the part of literature review, with the topic on service quality and customer satisfaction relate to the TIANQIAO department store, based on the extensive reading and understanding of the literatures related to this issue, the author makes a comprehensive analysis, collection and discussion on the research situation, (including the main academic point of view, previous studies and research level, the focus of controversy, problems and possible reasons, etc.), new research levels, new trends, new technologies and new discoveries and the development prospects, and then puts forward the author’s own opinion and research idea. As required, there are more than 20 available references, including online links, news reports and published journals.

In this chapter, it was base on the aforementioned research objectives to review relevant literatures. It reviewed relevant literatures on service quality, service quality measurement, definition of customer satisfaction, customer satisfaction measurement, the relationship between customer satisfaction and quality of service, etc., in the final of this chapter. it conducted a critical analysis on the literatures and pointed out the theoretical significance of this study.

1.3Introduction of methodology

According to the research objectives and questions, the author will provide a way to display the processes and details in realizing the research objectives. In this dissertation, the author will explain why apply this method and discuss “Is there any reference which previous studies apply the same approach?” With convictive evidence, the author will explain why chose these research methods, such as inductive or deductive, qualitative or quantitative data. The dissertation might compare several related methods and explain why you select this one in your research rather than another one. The author will collect primary data through interviews to get data analysis and research result. As the service quality and customer satisfaction cannot be expressed by the quantitative method, and the author will not only describe the research questions but also formulate proposals, the qualitative method is appropriate. The author will make analysis, synthesis, comparison and induction of the data collected by interviewing, and thereby providing some regular understanding. The author will then critically evaluate and analyze the related topics. Finally, the author will draw some conclusions and propose some suggestions. The author will summarize the findings and its significance and emphasize the suggestions with some countermeasures and research results, which will be good for the future development of TIANQIAO department store.

1.4 Research question

1.41 Why has TIANQIAO department store introduced good service quality?

1.42How does design of service quality campaign to boost the customer satisfaction about TIANQIAO department store?

1.5 Research objectives

1.51 To explore service quality in TIANQIAO department store.

1.52 To establish suitable effectiveness criteria for service quality in TIANQIAO department store.

1.53 To identify customers trends towards TIANQIAO department store.

1.54 To analyze the relationship between service quality and customer satisfaction in TIANQIAO department store.

Chapter 2 Academic Literature Review

2.0 Literature review

2.1 Introduction of literature review

2.2 Service quality

2.2.1 Definition of service quality

Although scholars have long considered that there were differences between tangible goods and services and also raised a variety of views, it was Professor Christian (2002) who really proposed customer perceived service quality and defined its connotation scientifically.

Christian (2002) pointed out that the service quality that customer perceive was the comparison of differences between customers’ service expectation and perceived service performance. If perceived service performance is more than service expectation, customers will perceive that the service quality is good, otherwise it is poor. He (Christian, 2002) also defined basic elements of customer perceived service quality, namely, customer perceived service quality was made up of technical quality and functional quality, which made a distinction between quality of service and quality of tangible products. The evaluation methods of perceived service quality and Disconfirmation Construct which Christian (2002) created are still the most important theoretical foundations for the research on service quality management.

Zannie and Véronique (2006) pointed out that service quality referred to the expectation that customers had for service and the perceived service that customers had been offered. If the desired service level and the cognitive level of service are equal, indicating that the quality of service is just so so; if the perceived level of service is better than the expected level of service, showing that the service quality is good; on the contrary, showing that the service quality is low.Schmit (2003) and Hanan et al (2008) agreed with that service quality is the differences between customers’ expectations for service quality and the actual service quality, quality of service also affects the attitude and location of offering service. #p#分页标题#e#

2.2.2 Empirical Study on Quality of Servicehttp://www.ukassignment.org/uklunwen/

By an empirical study towards hospitals, Ramanujam (2011) pointed out that the quality of services included environmental quality, technical quality, emotional quality, relationship quality and communication quality. Neil (2001) studied and found five factors of service quality of retail industry, including service technology, service reliability, service commitment, responsibility and service environment. Other scholars’ (Usha et al, 2009) research showed that the quality of service of banking industry was constituted by four elements: consumer orientation, efficiency, certainty and reliability.

2.2.3 Service quality and Retail trade

·Service quality and price

By comparative studies towards two Indian supermarkets, Rajib et al (2011) figured that as customers of the supermarkets were more sensitive about the prices of commodity of the shops’ than customers of other industries about if they were offered a better price to buy the products they needed, they cared about whether the purchase price of their goods were more expensive elsewhere, or the prices of goods that they had purchased were reduced. So for customers of a supermarket, the ability of providing customers with a relatively stable and equitable spending environment is an important factor in its quality of services.

·Service quality and CSR strategy

Now retail trade pays more attention to service, today when services, products and even prices have been homogenized, about what measures can be adopted by companies to improve their image, Franziska et al (2010) has suggested that to improve the corporate image by corporate social responsibility (CSR for short) strategies, so as to gain more favor. In terms of a supermarket, its social responsibility strategy includes selling and recommending more green products, refusing to sell goods which are harmful for human health and pollute the environment, promoting more use of reusable shopping bags and so on. The CSR strategy is in line with perceptions and expectations of modern consumers’ which also belong to the scope of measuring a supermarket’s service quality.

·Service quality and Complaints

Complaints that retail industry is facing are much more than which other industries face, so listening to customers correctly and offering timely feedback are also important parts of quality of service of retail industry (Benjamin et al, 2009).

2.2.4 Summary

It can be seen from the above research results that, as research objects of different researchers’ belonged to different industries and there would be lots of differences in contents of services between different industries, resulting in failures of forming an uniform measurement dimension to measure service quality. Scholars extracted the elements which constituted quality of service from empirical researches of specific objects, among these extracted elements of quality of service, there were some common elements, such as product quality, staff attitude and the environment, but other aspects were very different. This article referred to Rajib et al’s (2011) study on service quality of retail trade, this paper was based on the common elements and added several items which measured contents of quality of service, including whether it could provide timely and effective feedback to customer complaints, whether it could provide consumers with a fair environment of payment, whether it could improve its image through corporate social responsibility strategies.

2.3 Evaluation system of service quality

2.3.1 The evaluation model of customers’ point of view Based on previous studies, Shannon et al (2008) were from the point of customer needs to derive customers’ demand attributes (safety, consistency, attitude, integrity, regulatory, standby quality), managers could be based on these demands to determine the levels of service of each attribute, so as to establish service quality model. This model measures quality of service through a way of direct perception.