The Research Of Consumers’ Perception Of Service Quality,Customer Satisfaction

Since entering in twenty-first Century, the development of economy makes the excess capacity, the competition between enterprises, the rapid rise of e-commerce further exacerbated the price competition among enterprises; at the same time, the progress of information technology, improve the ability of consumers to obtain information, consumer experience for cost price has become an important factor of consumer decision making. An important part of service convenience as a consumer experience, become a source of competitive advantage of the enterprise under a. Therefore, comprehensive and in-depth development of "service convenience", is helpful to improve the consumer experience, help companies achieve sustained success.Research on the earliest convenience from abroad, from the definition and discussion of convenience (Melvin T. Copeland 1923, AMA 1948, Richard Holton 1958, Bucklin 1963, Murphy and Enis 1986), and some empirical studies of convenience oriented (Anderson 1971, Morganosky 1986), and then to study the dimensions (Yale, convenient Venkatesh 1986, Brown 19891990, Berry 2002), many scholars have studied. Among them, the convenience of the famous scholar Bailey put forward the marketing model is by far the most comprehensive model. China in recent years for the convenience of research. Guo Guoqing, Yang Xuecheng (2005,2006) and other scholars convenience theory introduced into China, and summarized the convenience of research and empirical research on the background of the supermarket, and that domestic consumers for the convenience of perception factors of gender and education level is different and produce different results. Thus, the domestic scholars began to study the related theory of convenience.The current research results have been achieved, there are few studies on the theory of convenience. For the convenience of the research is still at the starting stage, so the research does not explain the real meaning of their convenience. For example, in addition to the convenience, physical strength, mental time should also include what dimensions, what are the effects of convenience on customer satisfaction, and how to quantify and measure of consumer spending and spending time efforts are worthy of study. The famous scholar Bailey wrote in the marketing of consumer services to facilitate the model will have an impact on the evaluation of service consumers’perception of service convenience. Covers the factors of customer satisfaction, customer perceived service quality and customer perceived justice three aspects of service evaluation. In view of this, this article to serve the convenience for the research on service convenience, influence on perceived service quality and satisfaction.This study in rigorous scientific research attitude and practice to study the principle, using empirical research methods, for the convenience of a localization study. Study on the effect of service convenience and verified the perception of service quality and customer satisfaction. First of all, this paper on the basis of reading and analyzing the literature, this paper builds a research model, then, based on the opinions of experts and consumer views put forward to measure service quality scale, and verified. Finally, this paper empirically analyzes the effect of the convenience of the perception of service quality and customer satisfaction.The conclusion of this study shows that:1, service convenience has a positive effect on the quality of service;2, service convenience has positive effect on satisfaction;3, service convenience respectively has a positive effect on service quality and customer satisfaction;Finally, the conclusion of this paper summarized the research analysis, obtains the marketing implications of this study, and research innovations and deficiencies are discussed.