Study On The Relationship Of Retailing Perceived Service Quality And Behavior Intention Of Customer

Since reform and opening-up, the economy and science and technology of our country gets the fast development, significant exaltation of citizen's income, the living level of people is obviously improved, becoming"Buyer Market".Meanwhile,the retaling of China developed fast and became the certain scale. The catena management and supermarket are regarded as the two greatest markings in the modern circulates and become the main current in China's retailing.After WTO, the competition of retailing turns more and more vehement. Service quality becomes more and more one of the key factor that customers choose the retailing,however,how to upgrade service quantity is the key point on management of retailing.Gronroos(1982)brings forward the measure model of service quality for the first time and divides service quality into technique quality, function quality and corporate vision. Whereafter, a lot of scholars research on the measure of service quality. Thereinto, the most famous research is SERVQAUL's five dimensionality measure model that PZB(1988) brought forward. Certainly, lots of scholars doubted SERVQUAL and indicated that SERVQAUL did not absolutely adapted to various trades and bringing forward measure dimensionality of service quality maybe resolved the research on material service trades.Furthermore, PZB(Parasurman,Zeithaml与Berry,1996)studied the pertinence between service quality and behavior intention. The results indicated that service quality and behavior intention was highly interrelated, meanwhile, and service quality impacted on behavior intention according to service character. A research paper that American Harvard business magazine announced in 1991 pointed out 25 percent to 85 percent profit root in customers who came again and the chief factor that attracted customers to came again was service quality. The customer behavior intention impliedly comprised evaluation, and attitude information about product, the product manufacturing and the vender of the product.Service quality is"perceived quality". The different nation has the different politics, economy and cultures, coming to a decision the consumer to know in the service quantity feeling up of difference. Affect the foreign consumer to know to the service quantity feeling of change quantity and its models to combine incompletely in keeping with business enterprise and the consumer of the our country.Therefore, this paper takes the customer of the supermarket in the Changchun City as the sample, studies on the relationship of retailing perceived service qualtiy and behavior intention of customer, succeeds to extract four factors of perceived service qualtiy with SPSS,and suggests how to upgrade service qualtiy according to the paper.The purpose of the paper develops measure question and factors of retailing perceived service quality and finds out the key factor that affect behavior intention of customer to upgrade service quality for retailing manager as reference. The paper is further to enlarge and enrich the service marketing theories, develops measure question and factors of retailing perceived service quality, gropes the factors of perceived service quality, and studies on the relationship of perceived service quality and behavior intention of customer in thorough and material position. Attempting to find out the key factor that affects behavior intention of customer supplements the domestic in this aspect of theories blank. In fact, make the feeling of the retail trade executive understanding service quantity know promote the service quantity to the influence of the customer behavior will subsequently and effectively and the thorough understanding conceals in the need and the desire of endocentric customer to make an effort to provide the service that can satisfy the customer demand.The paper combines together with the substantial evidence analysis and constructs the model of the structure of perceived service quality and behavior intention of customer in order to ensure that the conclusions are scientific and rational.The framework of the paper is as follows: The first chapter is a preface. The chapter introduces the background that study problem's put forward, the synopsis introduces the textual research purpose, and meaning, and explain the textual research way of thinking and frames.The second chapter is the correlative theories research.Firstly, introducing the definition and classifications of the retail trade, and elaborated that it develops the trend;secondly, introducing the service quantity theories overview, commence to carry on the quest from the ministrant concept, tally up the characteristic that the service discriminates between the merchandise;Further explained that the country that the service quantity feeling know do not difference and development direction;lastly, discussing the behavior theories of customer.The third chapter is the research design of perceived service quality and behavior intention of customer. Firstly, defining perceived service quality and behavior intention of customer; secondly, deciding originally the text research changes the choice of the amount of measurement item, and carry on preparing the investigation and analysises to the questionnaire, thus measuring to the questionnaire the item carry on appropriate of modification, the formal diagraph item of the end and certain questionnaire, and investigate the object and sampling methods.The fourth chapter is model construction and data analyse. Firstly, analyzing the questionnaire of perceived service quality and behavior intention of customer; secondly, constructing the model of perceived service quality and behavior intention of customer and binging forward the hypothesis; lastly, proving and explaining the hypothesis of the model of perceived service quality and behavior intention of customer.The fifth chapter is conclusions and expectation. Firstly, summarizing the paper; secondly, indicating the revelation and guidance to retailing; lastly, declaring the deficiency of the paper and coming up with indirection of the next research.