【摘要】：隨著實(shí)體經(jīng)濟(jì)和互聯(lián)網(wǎng)經(jīng)濟(jì)的發(fā)展,人們的消費(fèi)渠道在不斷增加,實(shí)體店、網(wǎng)店、購物中心、微店、朋友等等都成為了購物的來源,消費(fèi)習(xí)慣和消費(fèi)需求在不斷變化,生活品質(zhì)的提高讓消費(fèi)者對(duì)服務(wù)質(zhì)量要求不斷提高,購物中心由購物需求型向體驗(yàn)娛樂休閑型裝變的過程中,要求購物中心不斷提高其服務(wù)質(zhì)量水平。越來越多的國(guó)外大型購物中心進(jìn)軍中國(guó)市場(chǎng),逼迫本土購物中心不斷轉(zhuǎn)型,加快與國(guó)際接軌的步伐。因此,結(jié)合中國(guó)目前購物中心的現(xiàn)狀特點(diǎn),找出影響購物中心服務(wù)質(zhì)量的主要因素,再結(jié)合數(shù)據(jù)分析進(jìn)行改進(jìn),成為現(xiàn)在購物中心運(yùn)營(yíng)過程中迫切需要解決的問題。 本文通過對(duì)國(guó)內(nèi)外相關(guān)服務(wù)質(zhì)量理論研究的文獻(xiàn)分析,綜合學(xué)者PZB組合和學(xué)者M(jìn)FK組合的相關(guān)理論模型,再結(jié)合我國(guó)購物中心服務(wù)質(zhì)量的現(xiàn)狀,構(gòu)建了基于顧客感知的購物中心服務(wù)質(zhì)量評(píng)價(jià)模型。其主要從技術(shù)質(zhì)量和功能質(zhì)量?jī)蓚�(gè)角度展開,包含可靠性、交互性、保證性、有形性、移情性和經(jīng)濟(jì)性六個(gè)主要維度。本文提出技術(shù)質(zhì)量H1和功能質(zhì)量H2能夠用來測(cè)量購物中心服務(wù)質(zhì)量的假設(shè),以及六個(gè)維度對(duì)于購物中心服務(wù)質(zhì)量呈現(xiàn)正相關(guān)性的假設(shè)H3、H4、H5、H6、H7、H8。本文在理論模型的基礎(chǔ)上構(gòu)建了購物中心服務(wù)質(zhì)量評(píng)價(jià)量表,通過消費(fèi)者、專家訪談和實(shí)際調(diào)研,設(shè)計(jì)了包含22個(gè)子項(xiàng)目的調(diào)查問卷,在通過相關(guān)分析、結(jié)構(gòu)方程檢驗(yàn)等一系列的方法驗(yàn)證后,最終我們分析縮減得到了包含20個(gè)子項(xiàng)目的正式測(cè)量量表。用正式量表對(duì)提出的假設(shè)進(jìn)行驗(yàn)證,得到了很好的數(shù)據(jù)支持,這說明假設(shè)H1到H8的關(guān)系是成立的。本文以淮南某一商場(chǎng)為例,基于購物中心評(píng)價(jià)指標(biāo)模糊性、動(dòng)態(tài)性等特點(diǎn),通過動(dòng)態(tài)模糊綜合評(píng)價(jià)法分析購物中心各維度服務(wù)水平,并根據(jù)各維度的得分趨勢(shì)指導(dǎo)該購物中心更好的改善服務(wù)質(zhì)量。 最后本文對(duì)購物中心服務(wù)質(zhì)量存在的一系列問題進(jìn)行了歸納并且提出了相應(yīng)的解決對(duì)策。購物中心需要以人為本,從顧客的切實(shí)需求出發(fā),提供經(jīng)濟(jì)可靠的商品和服務(wù),同時(shí)購物中心還要注重消費(fèi)者的交通便利、個(gè)性化需求等,體現(xiàn)購物中心的人文關(guān)懷。
[Abstract]:With the development of the real economy and the Internet economy, people's consumption channels are constantly increasing. Physical stores, online stores, shopping centers, micro-stores, friends and so on have become the source of shopping, and consumption habits and consumer demand are constantly changing. The improvement of quality of life makes the consumer to the service quality request to raise unceasingly, the shopping center changes from the shopping demand type to the experience entertainment leisure type clothing, the request shopping center unceasingly improves its service quality level. More and more foreign shopping centers enter the Chinese market, forcing local shopping centers to transform and accelerate the pace of international integration. Therefore, according to the current situation of shopping centers in China, to find out the main factors that affect the service quality of shopping centers, and then to improve it with data analysis, which is an urgent problem to be solved in the process of shopping center operation. Based on the literature analysis of relevant service quality theories at home and abroad, this paper synthesizes the relevant theoretical models of scholars' PZB combination and scholars' MFK combination, and then combines the current situation of service quality of shopping centers in China. The evaluation model of service quality of shopping center based on customer perception is constructed. It consists of six main dimensions: reliability, interaction, assurance, materiality, empathy and economy. This paper presents the hypothesis that technical quality H 1 and function quality H 2 can be used to measure the service quality of shopping malls, and the assumption that six dimensions are positively correlated to the service quality of shopping centers. Based on the theoretical model, this paper constructs a shopping center service quality evaluation scale, through consumer, expert interviews and actual research, designed a questionnaire including 22 sub-items, through the relevant analysis. After a series of methods, such as structural equation test, we obtained a formal measurement scale with 20 subitems. The hypothesis is verified by formal scale, which shows that the relationship between H _ 1 and H _ 8 is well supported by data, which shows that the relationship between H _ 1 and H _ 8 is valid. Taking a shopping mall in Huainan as an example, based on the characteristics of fuzzy and dynamic evaluation index of shopping center, this paper analyzes the service level of each dimension of shopping center by dynamic fuzzy comprehensive evaluation method. According to the score trend of each dimension, the shopping center can improve the service quality better. Finally, this paper summarizes a series of problems existing in the service quality of shopping center and puts forward the corresponding countermeasures. Shopping center needs to be people-oriented, from the actual needs of customers, to provide economic and reliable goods and services, while the shopping center should pay attention to the convenience of consumer transportation, personalized needs and so on, reflecting the humanistic care of shopping center.
【學(xué)位授予單位】：安徽理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F724.2

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本文編號(hào)：2350900