The Relationship Research Between Service Quality And Customer Satisfaction Of IT Mall In Chengdu

The formation of Buyers'market in IT industry causes the channel competition to intensify, which gradually changing from price competition to service competition. Service quality and customer satisfaction become the key aspects when developing marketing strategy.How to provide high quality service that taken the customer as the guidance and create the highest service value for the consumer then to promote channel competitive advantage have become the essential topic which must be taken in the management.This article aimed at discussing service quality, customer satisfaction and the relationship between them, expecting to supply referential opinion and suggestion.The intent of this study was to increase the comprehension of the expectations and perceptions towards IT mall service quality from the IT mall customers'perspective. Besides that, this study also wanted to explore the relationship between the overall satisfaction and the five SERVQUAL service quality factors in the IT mall.This research targeted with the IT mall's(Buynow, Digital square,@ world) individual customers in Chengdu,total 330 questionnaires by random base, and 306 valid questionnaires are collected. In terms of data analysis, One-way ANOVA ,Schiff's method ,Pearson's r and Multiple Regression are used to assume.We reward the service character evaluation picture with "Important-Performance Analysis" to offer the guidance towards IT mall management for strategy and action guiding.This research has got following result:1. There is significantly difference between customers'service expectations and their perceptions of service performance.2. "Importance-Performance Analysis" shows that how to distribute resouses to the 16 service item. 3. In demography, age, education, occupation and income have significantly differences with various dimensions of service quality.4. In demography, different education and occupation have differences with overall customer satisfaction.5. The regression model yielded about 45.1% (adjusted R2 = 0.451) of the explanatory power in the overall satisfaction of the customer. The regression model for the IT mall sample consisted of four quality factors, which were tangibility, responsiveness, assurance, and empathy.Combined with the market investigation and study data analysis result, this article gives several suggestions to the superintendents, hopeing to enhance service quality and customer satisfaction of IT mall:1. Investigate frequently, pay attention to customer's demand as necessary.2. Carry on the effective customer group segmentation.3. Manage customer's expectation.4. Sue the channel unimpededly.5. Consummates the recovery service measure.6. Enhance educates training for Service personnel.7. Enhance service quality through visible demonstration strategy.