Study On The Service Innovation, Service Quality And Corporate Reputation In Retail Stores

After the accession to the WTO of china, China’s retail market fully open,to strengthen domestic market appeal, the massive influx of foreign retailenterprises began to domestic, intensify the competition in the retail market inChina. retail stores face to the competition comes from not only largesupermarket in the same industry but also other emerging retail formats,domestic retail stores in disadvantage in the competition. In order to increasedomestic retail stores corporate reputation is the problem to be solved urgently,corporate reputation is a kind of intangible assets which can provide sustainablecompetitiveness of the corporate.Firstly, this paper reviews the related theory of the domestic and overseasscholars about service innovation, service quality and corporate reputation itreviews the relevant theory. Based on theoretical studies, combined with thedevelopment of retail stores and the particularity of the retail stores put forwardresearch hypothesis, and on the basis of hypothesis to build the theoreticalmodel about retail stores service innovation, service quality and corporatereputation, based on the theoretical basis and the nature of the retail storesdesigns service innovation, service quality and corporate reputationmeasurement scales. Secondly, this paper makes descriptive analysis, thereliability and validity analysis, factor analysis and correlation analysis with thecollected data by statistical analysis software SPSS17.0AMOS17.0, throughstructural equation model study of the formation of retail service innovation,service quality factors impact on corporate reputation mechanism. Based on theresearch of the theoretical model and the original hypothesis results show thatthe retail stores service innovation and improvement of retail service quality canhelp to improve enterprise’s reputation, among them, service delivery innovation and service interface innovation have significantly direct positive impact oncorporate reputation, the five elements of service quality retail have significantlydirect positive impact on corporate reputation corporate emotional reputation,the substantive, personnel interaction and company policy have significantlydirect positive impact corporate cognitive reputation, at the same time, the threeelements of service innovation have indirect impact on corporate emotionalreputation of the through the service quality, service concept elements andservice interface have indirect impact on corporate cognitive reputation throughthe factor’s of service quality. Finally, according to the research conclusion thispaper puts forward relevant suggestions for retail store managers, and points outthe limitations and the prospect for future research.