An Empirical Study Of The Relationship Of Retailing Service Quality And Post-purchasing Behavior Of Customer

During the past ten years, retailing of China has grown fast. Chain store and supermarket have been the mainstream of retailing in our country. The request of consumer to service quality improves increasingly in circumstance competitive drastically. Consequently, how to improve service quality becomes the focus of the success of retailing.Following the focus of market competition turning from attracting consumer to maintaining transfer of consumer, most modern marketing researchers have realized the importance of post-purchasing behavior of consumer. There is abundant information of customer's evaluation and attitude about product, makers and sellers of product, connoting in post-purchasing behavior. Mastering such information is very important for the retailing enterprises to improve their marketing decision-making, take from transfer of old consumer and attract new consumer.It's deficient of the study about the retailing service quality and post-purchasing behavior of customer in our country. Firstly, this paper discusses the research background and significance, and points out the importance of the relationship of service quality and post-purchasing behavior of customer. Second, this paper summarizes the correlative theoretics of service quality and post-purchasing behavior, finds out the dimensionalities of service quality and post-purchasing behavior, and expatiates on the connection of service quality and post-purchasing behavior. And, according the model of SERVQUAL and post-purchasing behavior put forward by Parasurman, Zeithaml and Berry, this paper designs the questionnaires of service quality and post-purchasing behavior measuring, brings forward the research frame and supposition of study. Then, carries on the statistics to the data, analyzes the impact, dimensionalities of service quality to post-purchasing behavior of consumer. Finally, gives suggestions to operators and following study according to the outcome of the study.