Study Of The Effect Of Customer Perceived Service Quality On Customer Satisfaction At Different Levels Of Knowledge

With the China accession to the WTO, the country's economic and social development has developed rapidly. Retail sales as an important part of national economy, it's development momentum is very strong. As the government adopts liberal business policies, we open the door which leads to the rich vitality of the market to the world wide. The act which open to the foreign retailers completely makes many world-famous retailers come into Chinese retail market actively, then further aggravated our retail competition. As a representative of the retail, the competition between the supermarkets is also very fierce. Logistics industry of increasingly powerful, retail channels of continuous improvement, market turn to buyer-oriented... These factors leading to the supermarket sells goods gradually narrowed differences, the quality and price of the goods as the magic weapon gradually loss effect. In order to keep even expand their competitive advantage, the supermarket focus on customers. It's important to the supermarket enterprise survival and development that how to attract and maintain customer with excellent service quality.Reviewing customer-perceived service quality related study, we found that most previous scholars researched on the dimensionalities and measurement of perceived service quality based on the content and property of service quality, and operability and applicability of measurement scales to all industries and countries were questioned. Besides, it's one of the topics of scholars at home and abroad that the research on the relationships between customer-perceived service quality and customer satisfaction, but the main research aspects focus on the relationships between overall service quality and customer satisfaction. Through different dimensions of the perception of service quality there is less studies on customer satisfaction. And according to the different levels of knowledge, the customer is divided into different groups, research the relationship between perception of service quality with different dimensions and the customer satisfaction is even less. Therefore, after reviewing previous related literature, this study brings knowledge level into the relationships between customer-perceived service quality and customer satisfaction, constructing a study model. Meanwhile combining the characteristics of the local supermarket, customer-perceived service quality will be divided into four dimensions, the core service quality, the support facilities quality, the recessive service quality, the delivery service quality, and adjust scale adaptively. In this paper, it uses empirical analysis, by way of questionnaires to obtain research data, using statistical analysis software for SPSS16.0 to make date analysis.The article consists of five sections. The first chapter is the introduction, through this research background raise issues, then the significance of this writing, research significance, research methods and innovative point of this article. The second chapter is relevant literature review, it elaborates achievements of domestic and foreign scholars in customer-perceived service quality and customer satisfaction field, mainly includes definition of customer-perceived service quality, dimensions and model, the concept of customer satisfaction, measuring and general factors, the relationships between customer-perceived service quality and customer satisfaction. The third chapter is the empirical study; this chapter makes Dalian supermarket industries as the background, selection of Dalian trust-mart supermarket xueyuan shop customers as the research object. At first, constructs research model, and puts forward some relevant hypothesis. Then from the previous research achievements and the characteristics of Dalian trust-mart customer, design scales of customer-perceived service quality and customer satisfaction, through questionnaire to predict reliability and validity. Finally it conducted a formal questionnaire survey, Collection the final data. The Chapter IV is empirical research and data analysis & discussion, basing on the previous survey data, this chapter using the SPSS16.0 conducted a series of data analysis, including descriptive statistical analysis, reliability and validity analysis, correlation analysis, variance analysis and regression analysis. The chapter V presents conclusions and recommendations. According to the analysis result of chapter IV, we know that customer-perceived service quality and its dimensions have significant positive effects on two levels of customer satisfaction; under the different level of knowledge, customer-perceived service quality is different, either to customer satisfaction; knowledge level acts accommodation between customer-perceived service quality and customer satisfaction.According to the above conclusion, this research makes some suggestions for trust-mart improve customer satisfaction. (1) Consolidate the core service quality, control the loading goods quality and price strictly, optimize cashle optio; (2) Improved the support facilities quality, pay attention to store's figure, Build good shopping environment; (3) Deepening the recessive service quality, training employees scientifically, transfer excellent service; (4) Improve service efficiency of transmission, provide convenient service, expanding propaganda effect. In addition, supermarket should make fully consider of the different level of customer knowledge, through the relationship marketing, establish long-term satisfaction with customers.