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论文编号：	10546
作者编号：	2120163131
上传时间：	2018/12/6 21:29:06
中文题目：	基于服务质量差距模型的购物中心服务质量改进策略研究
英文题目：	Service Quality Improvement Strategy of Shenyang MixC Based on Disparity Model of the Service Quality
指导老师：	杜建刚教授
中文关键字：	购物中心；PEST分析；服务质量差距模型；顾客满意；Servqual量表
英文关键字：	Shopping Mall ；The Model of Service Quality Disparity；PEST Analysis；Customer Satisfaction; Servqual Form
中文摘要：	购物中心正逐渐取代百货成为时下主流趋势的商业业态，伴随购物中心业态的迅速发展，城市的商业供给量正不断扩张，购物中心品类的重复已在较高水平，同质化问题逐渐突显，甚至出现“千店一面”的情况。市场正从过往物资匮乏的时代逐渐变为消费者追求情感消费以及购物体验的时代。消费者的购物体验逐渐成为购物中心内驱力提升的核心与关键，而影响消费者体验的关键在于购物中心所提供的服务质量是否可以获得消费者认可。 购物中心的服务质量评价的产生是消费者从进入购物中心产生消费再到离开的全过程感受，前端由购物中心的空间环境硬件、商品组合氛围再到一线销售以及客服人员的形象质量、服务质量水平，后端由购物中心运营管理、客户管理关系等软实力共同参与构成。通过消费者感受到购物中心服务质量与对服务质量的期望之间的差距来反映商场整体的服务水平。 本文从消费者从进入购物中心产生消费再到离开的全过程进行深入分析，根据服务质量差距模型，对沈阳万象城的服务现状进行剖析，并根据影响服务质量的环节，从构成购物中心服务质量的环境硬件、服务质量水平、服务过程、真实瞬间等维度，并在修订SERVQUAL量表基础上确定34个影响因子，涵盖了服务的可靠性、有形性、保证性、响应性和移情性五大特征，设计消费者调研问卷。通过对消费者进入购物中心前后的期望和感受评价得分，找出影响购物中心服务质量的主要因素，并结合服务质量差距模型针对弥合差距对策，提升消费者满意度与忠诚度, 建立更持久的竞争优势，从而长远提升客流和口碑传播。
英文摘要：	Shopping center is gradually replacing department stores and becoming the commercial form of the current mainstream trend. With the rapid development of shopping central business form, the commercial supply quantity of the city is constantly expanding. The homogenization of shopping center is very serious. The era of consumption lacking materials in the past is becoming the era of consumers' pursuit of shopping experience and emotional consumption. The shopping experience of consumers has gradually become the core and key to the drive improvement of shopping center, while the key to affect the consumer experience is whether the service quality provided by shopping center can be recognized by consumers. Shopping center service quality evaluation is the consumer consumption from getting into the shopping center to leave the feeling of the whole process, front-end hardware by the shopping center of space environment atmosphere, product portfolio to the front-line sales as well as the image of the personnel of the service quality, service quality level, after comprised shopping center operation management, customer relationship management and soft power to participate. The gap between the service quality of shopping center and the expectation of service quality is perceived by consumers to reflect the overall service level of the shopping mall. In this paper, from the consumer consumption from getting into the shopping center to leave the whole process of analysis, according to the service quality gap model, analyzes about the present situation of services in the city of shenyangvientiane, affecting the quality of service and the link, from a shopping center, the service quality of hardware environment, quality of service level and service process, real moments, such as dimension, revised the SERVQUAL scale, has been clear about the 35 impact factor, covers service, tangibility, reliability, responsiveness, assurance and empathy sexual characteristics of the five consumer survey questionnaire design. The main factors affecting the service quality of shopping center are found through the evaluation of the expectation and feelings of consumers before and after entering the shopping center, and solutions are proposed to improve the satisfaction and loyalty of consumers.
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