The Empirical Research On Customer Perceived Service Quality And Function Mechanism In Market Intermediary Organization

Along with the development of service society and the fierce competition, the way of obtaining and keeping competitive advantage in business enterprise also occurs relative variation, service has become the important means for business enterprise to achieve competitive advantage. Service quality is the core of service management, the core problem of service marketing is the research of service quality, hence, intermediary service business, as one of the systems which support modern market economy's operation efficiently and steadily, in order to keep on healthy development, also needs to establish competitive advantage taking service quality as the core.According to summarizing the researches of former scholars, we can find out that service quality is the most concentrated problem in service management research being up to the present, however for the dimensions of service quality, has no consensus understanding up to now, this also exists in the relationships among service quality, customer satisfaction and customer loyalty. This text tries to sum up the main factors which influence the market intermediary organization's customer perceived service quality and its relationships with customer satisfaction, customer loyalty through the empirical research, and then provide corresponsive counterplans and suggestions for the development of market intermediary organization.This paper mainly includes three parts: (1) constructing the perceived service quality measurement scale for market intermediary organization; (2) exploring the factors of market intermediary organization's perceived service quality; (3) studying the relationships among each factor of perceived service quality, total service quality, customer satisfaction and customer loyalty, the relationships among total service quality, customer satisfaction and customer loyalty. Based on literature review, this text takes the customers of travel agency, house intermediary organization and law firm in the Dalian city, Liaoning province as sample, designs relevant scale items, and tests the reliability of the questionnaire by the pre-survey. Formal questionnaires are collected with the method of random sample, a total of 210 questionnaires are distributed, among which 180 are valid.This text uses SPSS13.0 statistical software to analyze the survey data, and gets main conclusions as follows: (1) by employing exploratory factor analysis, this paper develops the market intermediary organization's customer perceived service quality measurement scale, the proposed scale comprises 19 items which span 3 factors: credibility, convenience and tangibility; (2) credibility, convenience and tangibility positively and significantly influence total service quality; (3) credibility, convenience, tangibility and total service quality positively and significantly influence customer satisfaction; (4) credibility, convenience, tangibility, total service quality and customer satisfaction positively and significantly influence customer loyalty.