Comprehensive Evaluation Of Service Quality Of Direct-selling Store On The SERVPERF

Direct sales business into China for 25 years, has experienced various stages of “rise, chaos, out of control, rectification, regulation, prosperity”, and ultimately to established the direct model of “Store Business & Employment Salesman” by the legal form to meet China Culture. In recent years, with the gradual transition from social cognition on the direct selling business, more diversified and personalization consumer demand of services, sharing economy has become a hot issue of the society, the direct selling business also developed rapidly, and the direct-selling store has made undeniable contributions, it enhanced the consumer cognition, cohered the direct sales team, regulated the development of the industry. In order to avoid the channel conflict between store sales and direct sales, the direct selling enterprises has explored, eventually, under the precondition of avoiding conflict between store sales and direct sales relying on direct-selling store service salespeople become the basic consensus for direct sales business. Store sales service level of direct sales has important influence for direct sales team expanding and direct sales market development. Therefore, the establishment of direct-selling store service quality evaluation system, evaluation of the Amway and perfect direct-selling stores sales service level from the representatives Direct-Selling enterprises and finding out the key areas to enhance the direct-selling store service quality has become the research content.This thesis consists of five parts. The first part is the introduction, mainly introduces the research background, research significance and goal, research logic; the second part is literature review, including the definition of direct selling shops and service quality, the current situation on SERVPERF model and the related research methods on evaluation research; the third part is the research design, including the investigation questionnaire design, survey and sampling design, data collection and processing method, modified the questionnaire base on the pre investigation, getting the formal questionnaire and the implementation of the survey; the fourth part include the analysis of sample data and the evaluation of service quality, descriptive statistical analysis, and the analysis of the reliability and validity of the questionnaire, based on the the analysis of variance, correlation analysis and T test, this text analyzed the factors that influence the direct-selling store service quality evaluation, and analyzed the difference on the quality of direct-selling stores service between Amway and Perfect, evaluated the Amway and Perfect direct-selling store service quality on FAHP comprehensively; the fifth part is the conclusion, on the basis of literature research and the empirical analysis of the results, the achievement of the study were summarized.