Research On The Influencing Factors Of Perceived Service Quality And Measurement Method Facing To It’s Improvement

With the upgrade of industry structure and the globalization of economy, Chinese service industry faces big challenge. Many enterprises try to improve the market competition by increasing the items of service and service quality, in general, the level of service quality in Chinese service industry is low. The main reason is scare research to service quality beyond the method is not effective. Service quality is the results of customer perceptions. Many literatures have explored the relative problems about perceived service quality, but with the rich of researching results, raising the disputes to different methods and confilict of results in different research scenario, which brings the difficulties and puzzles to enterprise which practicing them. So, in this field, further studies needed to analysis the reason. With the development of high contact service industry, new influencing factors should be explored to explain the formation mechanism of perceived service quality for the aim to improve customer perceived service quality.According to the shortages in the measurement and influencing factors of perceived service quality etc, the study presents four questions and uses four empirical researches to resolve and discuss them. The major contents are including:(1) In the research of expectation’s influence to perceived service quality, based on the different results of influences to perceived service quality, customer satisfactiom by aggregate expectation, trying to explain the reasons of the different even conflict results. By analyzing the expectation definition and put forward bi-dimensional feature of integrating expectation, that is importance dimension and possibility dimension. Using the attributes division of Kano’s model to divide the expectation groups, test the effecting mechanism of different expectation group to service quality and customer satisfaction. This paper tests the hypothesis by choosing the restaurants as the empirical study background, and the results show that different attribute expectation has different impacts on perceived service quality and customer satisfaction. In details, must-be attribute expectation has negative influence to service quality and customer satisfaction, while one-dimensional attribute expectation and attractive attribute expectation has positive effects on perceived service quality and customer satisfaction. As while, we should pay attention to this, that, one-dimensional attribute expectation has the most effects on perceived service quality, while the attractive attribute expectation has the most effects on customer satisfaction. According to the above, make the management method to customer expectation clearly to the business.(2) Based on the personal interactivities of service encounter, explore the interpersonal factors of perceived service quality. Gather up the interpersonal factors in service encounter, explore the relationships with customer perceived service quality. Choose the one-day tourists as the investigators, and use structural equation model analysis the relationships of customers relationships, employees relationships, similarities between employees and customers, employee service quality evaluations with customer perceived service quality and customer satisfaction. The results show:the research for customer perceived service quality from integrate to subsection will get new understand to variants relationships; customers relationships has direct impact to customer satisfaction; employees relationships and the employee service quality evaluation has direct impact to customer perceived service quality and indirect impact to customer satisfaction; and the similarities between employees and customers has direct impact to customer perceived service quality and customer satisfaction. At last, management advisions to enterprise are given.(3) To this problem about why the standard quality management method, such as the personal service plan, sometimes makes to works but sometimes seems to fail to work. We explore new variables to explain the unstable of service quality result. Based on situational theory, attribution theory and role theory, define service encounter employee role interpretation, analysis the forming mechanism and effecting mechanism to perceived service quality. Through depth interview, spot observing, news reporting, get the data and materials, use case study, check the forming and effecting mechanism of employee role interpretation in three service encounter scenario, that is, one employee services one customer, one employee services many customers, and many employees service one customer. At last, comparing the differences of employee role interpretation behavior and analyzing the management countermeasures to employee role interpretation in different service encounter scenario.(4) In the research about perceived service quality measurement method facing to it’s improvement, by comparing their constructs of composite perceived service quality measurement methods, they are SERVQUAL, SERVPERF, Non-difference, we got that SERVQUAL which is based on the gap theory is the best suitable metnod to improve perceived service quality. Based on the deficiencies of SERVQUAL composite perceived service quality measurement method in practice, build M-SERVQUAL model which referring to the bi-dimensional expectation, and measuring perceived performace by using the satisfy degree to customer needs, We test the modified gap model M-SERVQUAL empirically in2006Shenyang International Horticultural Exposition (EXPO). Use SEM to analysis the reliability, validity and fit indexes, and find that M-SERVQUAL model has the better fit effect, and to some degree improve the problems of reliability, discriminant validity, and spurious correlation of SERVQUAL; lastly, using the measurement factors of M-SERVQUAL we bulit importance-performance matrix and importance-possibility matrix to analysis the deploy of enterprise resources adn the choice of marketing strategies.