Empirical Analysis Of Service Quality And Impact Factors Of Large Local Supermarket Chains In China

With the rise and development of service industry in some developed countries,The proportion of the service economy in developed countries is playing a more and more important role in the whole economy,With the rapid development of service economy,service science has developed into a subject,Service quality management theory innovation is facing unprecedented difficulties,and also with many opportunities.Business performance can be improved by improving the quality of service,but in recent years,the low quality of service evaluation has aroused the concern of the society.Domestic scholars have found that high quality of service can bring higher customer satisfaction and high customer loyalty,and ultimately bring more benefits and higher profits for the enterprise;They also think the enterprise service quality affects customer service evaluation and satisfaction,and further determines the customer behavior in the future,the nature of the relationship between service quality and enterprise vitality ability is the difference between the service and the entity,therefore,service quality management needs the new theory and method.The most prominent feature of the service is invisible,the most critical is to accept the service,and also give customers a memory,if the memory is positive,he will come back.Customer contact is the most influential factor,and the quality of service will have a decisive impact on the quality of service.Mature enterprises will pay high attention to the quality of service.In particular,the commodity price,function and quality attributes tend to be the same,the quality of service determines the competitive advantage of enterprises.Supermarket service quality is the decisive factor influencing consumers.Quality of service is the basis for the survival and development of supermarket chains,and also the lifeline of supermarket chains.The domestic and foreign research on the quality of service is relatively rich,and more concentrated in the definition of service quality,evaluation methods and measurement research.Since the famous SERVQUAL service quality measurement model has been proposed,from the point of view of the research field,domestic scholars have a lot of research on the service quality of large supermarkets and department stores.The research on the service quality of domestic large supermarket chains is also concentrated in the field of service marketing.In this paper,the SERVQUAL model is used to test the service quality of China’s large supermarket chains.which was developed by Zhang Yang(2008),Beijing large supermarket chains as a sample,on the basis of the preliminary investigation,a formal investigation by random sampling method of investigation,issued 300 copies,an effective sample of 228 points.In this study,SPSS 22 is used as the sample data collation and analysis software,and draw the following conclusions:(1)Factor analysis verifies the applicability of SERVQUAL model in large domestic supermarket chains in china;(2)The perception of customers in five dimensions is not up to their expectations,the overall quality of service is not good.(3)The five dimensions of service quality of China’s large supermarket chains are from the high to the low,which are assurance,empathy,responsiveness,reliability and materiality.(4)The quality of service of China’s large supermarket chains is in urgent need of improvement.