百货店店铺印象中的服务要素测量研究

服务要素的测量是研究服务密集型零售业态店铺印象的关键环节。以往的服务要素测量以SERVQUAL中服务要素为主，但SERVQUAL量表的服务要素是否适合测量百货店店铺印象，需要进一步证实。本研究在原有SERVQUAL量表的基础上，对百货店店铺印象中服务要素进行相应的扩充和修改，通过EFA和CFA分析，对其进行实证检验。结果表明，百货店服务要素分为有形性、便利性、响应性、移情性和可靠性。而且，我国消费者对百货店的服务要素认知越来越细化，越来越注重娱乐性服务项目，因此百货店的服务要尽量使消费者体会更多的愉悦感。

Research on the Measurement of Service Element in the Department Store Image

Measure of  service element is the key work for the research of the retailing store image of the Service-intensive retailing formats. SERVQUAL is always in used for the measurement of service. But whether SERVQUAL scale is fit for the measurement of the service in store image for Chinese department, it needs to be tested. This paper enlarges and modifies the service elements according to the result of group survey, and comes out a new service scale for the test of department store image based on the SERVQUAL. We test it with Exploratory Factor Analysis(EFA) and Confirmatory Factor Analysis(CFA). It shows that service factors for department are consisted of physical aspects, convenience, responsiveness, empathy and assurance, and the service elements in SERVQUAL have been changed some. According to the result, consumers’ evaluation of department store service is meticulous more and more, and customers esteem above the relax