Research On The Service Quality Evaluation Index System Of Commercial Service Enterprises

In the recent 30 years,the commercial service industry has developed rapidly in China,but there are many problems to be solved about commercial enterprise service quality. It is urgent to improve the service quality with the growing number of complaints. According to the data given by National Consumers’ Association,the average complaints about commercial goods and services amount to 700,000 per year,the cases involving quality,pricing,marketing, contracts, measurement, safety,false advertisements, fake commodities,personal dignity and other issues. Service complaints also relate to goods and services from all industries, and it exhibits a growing tendency. Against the background, a scientific analysis and evaluation as well as effective measures will facilitate improving the service quality and solving the relevant problems.The paper aims to construct an evaluation standard system for commercial and trading service corporations by exploring the factors that affect the service quality. First, an evaluation system is constructed by analyzing and sorting out the initial evaluation indexes based on the SERVQUAL table and the situation of commercial service industries. Next the indexes are analyzed and dealt with in three questionnaires by means of Delphi method, which also named expert consultation method and analytic hierarchy process(ahp). Then the indexes are adjusted so that a comprehensive evaluation system for commercial and trading service quality could be built up. Finally, an evaluation system including 5 dimensions and 30 tertiary indexes is proposed. Furthermore, the paper takes a representative corporation in Xi’an,Century Ginwa of Bell Tower, as a example. By conducting an empirical research based on the method of fuzzy comprehensive evaluation method, the service quality problems of Ginwa are found out and the corresponding measures are put forward to improve the service quality of Century Ginwa of Bell Tower. We are looking forward to contribute to the service quality ofthe commercial service industry.