Construction And Application Of The Evaluation Model Of Shopping Center Service Quality

With the development of the Internet economy, people’s consumption chanel are on the increase, consumption habits and consumption demand are changing. With the improvement of the people’s living standards, the improvement of the quality of service is consumers’ strong desire. Before, shopping centers to provide customers with goods, now shopping centers are turning and upgrading. This requires shopping centers to improve its service quality level constantly. More and more foreign large shopping centers enter into China, forcing local shopping centers to change continuously and accelerate the pace of progress to be in line with international standards. Therefore, combining with the characteristics and situation of the-Chinese shopping centers,to find out the main factors influencing the shopping center service quality, to improve in combination with the data analysis, it is now urgent need to solve the problems in the process of shopping center operation.In this paper, the authors studied the literature at home and abroad, combined the relevant theoretical models of PZB&MFK, combining with the present situation of our shopping center service quality and constructed the evaluation model of the-shopping center service quality based on customer perception. This paper starts with the technical quality and the functional quality including reliability, interactivity, assurance, tangibles, empathy and economy, a total of six sub-dimensions. The paper put forward assumptions H1and H2of main dimensions of technical quality and functional quality can be used to measure shopping centers the service quality, and established six theoretical assumptions H3、H4、H5、H6、H7、H8, which showed six sub dimensions was the decisive positive correlation significant. This paper constructs the evaluation scale of shopping centers service quality by consumers and expert interviews.The author designed the questionnaire contains22projects,after correlation analysis and structural equation inspection and so on, finally we got the formal scale contains20items. With the formal scale to verify the assumptions that we put forward, we got data to support goodly.This suggests that the hypothesis H1to H8is established. Taking a mall in Huai Nan as an example, because the shopping center evaluation index are fuzzy, dynamic and so on, we use the dynamic fuzzy comprehensive evaluation method to analysis service level of shopping centers all dimensions, and according to the score of each dimension trends, guided the shopping center improve service quality better.Finally in this paper, we inductive the series of problems of shopping center service quality and put forward the corresponding countermeasures. Shopping centers need to be people-oriented, start from the practical needs of customers, provide-economic and reliable goods and services. Shopping centers will need to provide convenient traffic and personalized care to consumers.