I 摘要 随着1900年俄国人在中国大陆开设第一家百货公司（秋林公司），到如今百货行 业已存在一个多世纪。从最初单一的买卖货物到如今集娱乐、餐饮、休闲等多种与民 众生活密切相关的都市机能，顺乎潮流，发展壮大。一方面，电商、超市、购物中心 等新型业态来势汹汹，使整个零售业受到巨大冲击，百货业尤甚；另一方面，传统百 货业自身转型升级乏力，重压之下的百货业亟需找到突围之路。产品同质化现象严重， 市场竞争激烈，企业唯有提升服务、为顾客创造更多价值、让顾客满意才能存活。 本文以建立适用于M百货公司服务质量的测评量表，分析M百货公司的服务质 量影响因素及其提升对策为研究目的，希望可以建立一套适用于百货业服务质量测评 的量表。第一，通过大量的文献查阅，回顾国内外专家学者对于服务质量内涵、测量 模型等研究内容，并对有关服务质量的理论基础进行概述。第二，通过实地访谈了解 M百货公司概况，从售前、售中、售后三个环节分别阐述M百货公司服务质量的现 状，为构建评价量表奠定基础。第三，基于修正SERVQUAL量表构建M百货公司服 务质量评价量表，建立包含有形性、保证性、响应性、可靠性、移情性5个潜变量， 20个测量变量的测评量表，通过使用SPSS20.0软件对调查问卷获得的结果进行主成 分分析，从中提取出影响M百货公司服务质量的五个主成分，分别是移情性、有形性、 响应性、保证性和可靠性，探讨M百货公司服务质量存在的问题及其成因。第四，针 对M百货公司实际存在的服务质量问题提出加强公司差异化竞争、提高工作人员素质 和能力、加强服务沟通、深化服务内容、改善环境设施等改进措施和提升策略，进一 步提升M百货公司服务质量的水平。 本文通过对M百货公司服务质量的影响因素进行分析研究，为M百货公司制定 了一套提升服务质量的可行性方案，针对性地提出我国百货公司服务质量提升的对策， 为我国百货业的服务质量提升提供了参考依据，具有一定的可操作性和实践意义。 关 键 词：百货公司；服务质量；主成分分析 论文类型：专题研究 西南科技大学硕士学位论文 II ABSTRACT 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 ABSTRACT III 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. KEY WORDS: Department store；Service quality；Principal component analysis TYPE OF THESIS: Thematic Research 西南科技大学硕士学位论文 IV 目 录 1 绪论 ................................................................................................................................. 1 1.1 研究背景及意义 ........................................................................................................ 1 1.1.1 研究背景 ............................................................................................................ 1 1.1.2 研究意义 ............................................................................................................ 1 1.2 国内外研究现状 ........................................................................................................ 2 1.2.1 国外研究现状..................................................................................................... 2 1.2.2 国内研究现状..................................................................................................... 5 1.2.3 国内外研究述评 ................................................................................................. 7 1.3 研究内容和研究方法 ................................................................................................ 7 1.3.1 研究内容 ............................................................................................................ 7 1.3.2 研究方法 ............................................................................................................ 9 1.4 创新点 ....................................................................................................................... 9 2 有关服务质量的理论基础 ............................................................................................. 10 2.1 顾客感知服务质量理论 .......................................................................................... 10 2.2 服务质量差距模型 .................................................................................................. 11 2.3 服务补救理论 .......................................................................................................... 12 2.3.1 服务补救定义................................................................................................... 12 2.3.2 服务补救原则................................................................................................... 13 3 M百货公司服务质量现状 ............................................................................................. 14 3.1 M百货公司概况 ...................................................................................................... 14 3.2 售前服务质量现状 .................................................................................................. 15 3.2.1 外部环境设施................................................................................................... 15 3.2.2 广告宣传 .......................................................................................................... 16 3.3 售中服务质量现状 .........................................................