An Empirical Analysis Of The Relationships Between Perceived Service Quality And Customer Satisfaction

With ecnomic globalization and technological advances,the product homogeneity phenomenon is becoming more and more serious.This has led to intensified competition among enterprises.For an enterprise, high-quality service has become an important means to be different from competitors,to win customer satisfaction.The level of service quality is largely a customer perceived quality,depending on the customer's service expectations and service perceptions. Therefore, if an enterprise wants to get the distinct advantages, it has to improve customer's service perceptions. Strengthened the role of service will naturally bring the development of services marketing theory.The relationship between perceived service quality and customer satisfaction has always been the research hot spot in the field of service marketing. Although many scholars have been carried out a great deal of research on the relationship between them, there is a great different between their conclusions, has not been effective in practice of service marketing.This paper put forward the hypothesis and theoretical model based on literature reviewed and analyzed;accorded to the study hypothesis,based on the relevant questionnaires at home and abroad,to form the required questionnaire under the specific situations;to determine the surveies,released,recoveried,coded,input the questionnaire,made preliminary statistical analysis,reliability and validity testing; used correlation analysis, regression analysis and other statistical methods to test the hypothesis. This paper mainly gets the following conclusions:level of education and family income have significant positive effects on perceived service quality, assurance and tangible have more important impact on the perceived service quality, than reliability, responsiveness and empathy, are major factors of perceived service quality;At the same time,level of education, family income and each dimension of perceived service quality have significant positive influence to transactional customer satisfaction,transactional customer satisfaction has significant positive influence to cumulative customer satisfaction;But personal factors is not a significant impact to cumulative customer satisfaction;Perceived service quality,transactional customer satisfaction and cumulative customer satisfaction form a closed loop, to some extent each other.Finally, carried out theoretical analysis to the conclutions of the study, and proposed service marketing strategies, with a view provide guidance to the service marketing practices.