Research On Improvement Of Service Quality Of M Department Store

With the opening of the first Russian department store in mainland China(the qiulin company)in 1900,the department store industry has been around for more than a century.From the original single trading goods to now set entertainment,catering,leisure and other urban functions closely related to the lives of the people,in line with the trend,the development.On the one hand,e-commerce,supermarkets,shopping centers and other new forms of business are surging,which has caused a huge impact on the whole retail industry,especially the department store industry.On the other hand,the transformation and upgrading of the traditional department store industry itself is weak,and the department store industry under the pressure needs to find a way out.Product homogeneity is serious,and market competition is fierce.Only by improving service,creating more value for customers and satisfying customers can enterprises survive.This paper aims to establish a measurement scale applicable to the service quality of M department store,analyze the influencing factors of the service quality of M department store and its improvement countermeasures,and hope to establish a scale applicable to the service quality of department store industry.First,through a large number of literature review,review domestic and foreign experts and scholars on the connotation of service quality,measurement model and other research content,and summarize the theoretical basis of service quality.Secondly,through field interviews,I got to know the general situation of M department store,and elaborated the current situation of the service quality of M department store from the three aspects of pre-sales,in-sales and after-sales,so as to lay the foundation for constructing the evaluation scale.Third,based on the modified SERVQUAL scale building M department store service quality evaluation scale,establish include tangibility,assurance,responsiveness,reliability,empathising 5 latent variables,20 assessment scale measurement variables,by using SPSS20.0 software to obtain the result of principal component analysis of the questionnaire,extract affect M department store five principal components,the quality of our service are empathic,tangibility,responsiveness,assurance and reliability,this paper probes into the problems M department store service quality and its causes.Fourth,in view of the actual service quality problems in M department store,improvement measures and promotion strategies such as strengthening differentiated competition,improving staff quality and ability,strengthening service communication,deepening service content,and improving environmental facilities are proposed to further improve the service quality of M department store.This article through to M department store research and analyze the influence factors of quality of service,for M department store a set of improving the quality of service is the feasibility of the scheme,puts forward China department store service quality promotion strategies,to improve the service quality of China's retailing industry provides a reference basis,has certain feasibility and practical significance.