大型超市的服务质量测评：以郑州丹尼斯超市为例

题目: 大型超市的服务质量测评 ----以郑州丹尼斯超市为例

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摘要

大型超市作为九十年代后半期在我国刚刚兴起的一种新兴业态,由于商店营业面积大,可挑选性强,以销售日用消费品为主,且大多建于交通便利的地点或大型居民区附近,商圈范围广,设有充足车位的停车场,受到消费者的欢迎,并成为我国零售业的主要业态之一。众多跨国连锁超市看好我国零售市场的发展前景,也纷纷加入热潮力图分得一块蛋糕。我国加入WTO之后，外资将以更大的规模进军中国的零售业，给我国的零售业提供了机遇和挑战，对超市这种服务行业，服务质量显得尤为重要。如何将服务质量引入超市，使超市显出特色，提高其服务水平，为达到这一目的，应对超市服务质量进行测评。

本文从目前国内研究现状出发，对服务质量的基本概念做了界定，指出了服务质量测评的重要性。为随后自己的研究奠定了基础。通过了解顾客对超市服务质量期望的程度和现实中对自己所享受超市服务的满意度，分析零售行业服务质量的现状，把握和预测其未来的发展趋势，提出适合超市行业发展的服务质量测评报告，使企业认识到服务质量的重要性。

通过本文的研究，得到以下结论: 超市行业的竞争如今相当激烈，为了达到顾客的需求，不仅需要在商品价格与质量上取得优势，更重要的是要从服务质量上突出超市的特色，不断完善超市的服务质量和内容。大型超市已经是一个很大的商品消费市场，把握好超市未来的发展趋势，以服务质量为销售理念，制定适合自己企业发展的运作模式。

关键词：大型超市服务质量服务质量测评 SERVQUAL

Title The Evaluation of Quality of Service in Supermarkets

――Take the example of ZhengZhou Dennis supermarket

Abstract

Supermarkets have just the rise of a new format in the latter half of nineties in china. As the shop area, Strong selection, Daily consumer goods sales mainly, And that are mostly built in convenient locations or large residential areas near, Wide business circle , the car park has ample parking spaces, by consumers, and become one of the retail industry's main format in china. Large number of transnational supermarket chains optimistic about China's prospects for the development of retail markets, began to take part in trying to share a piece of cake craze.China's accession to the WTO, foreign capital will be a larger scale of the retail industry in China, to China's retail industry has provided opportunities and challenges, to the supermarket that the service sector, service quality is especially important. How service quality will be the introduction of supermarkets, so that shows characteristics of supermarkets to raise their level of service, to achieve this goal should be to measure the quality of service supermarket.

This article from the current status of domestic research, do a defined to the basic concept of quality of service, and pointed out the importance of quality of service evaluation. To lay the foundation for my own research. By understanding customer expectations of service quality supermarkets and in reality to enjoy the supermarket on their satisfaction with services, quality of service analysis of the retail industry's status quo, to grasp and predict its future trends, the supermarket industry for the quality of service evaluation report so that enterprises recognize the importance of quality of service.

This study adopted by the following conclusions: the supermarket industry is now very intense competition, in order to meet customers needs, not only in commodity prices and the quality advantage and, more importantly, from a supermarket to