Research On The Relationship Between Service Quality, Perceived Value And Customer Satisfaction

With the era of knowledge economy, intellectual property services have beenpaid increasingly widespread attention to. It not only can effectively improve theutilization of intellectual property rights, reducing development time and R&Dfunding, but also enhance the position of domestic enterprises in the internationalcompetitive. But now, a big gap exists between customer expectations and servicequality in intellectual property services, how to improve service quality and customersatisfaction quickly and effectively is the main problem currently. Zhejiang province,as a big economy and export province in China, the development of intellectualproperty services shows some representative, therefore, this paper, through researchthe relationship of service quality, perceived value and customer satisfactions basedon Zhejiang IP agencies, has a very important theoretical and practical significance.Based on studying and summarizing relevant literature at home and abroad, thispaper proposes hypothesis, and build the model. Then, on the basis of existing theorythe questionnaire is designed and released in Zhejiang Province. And use the SPSS toanalyze collected data to test hypotheses. Finally, on the basis of empirical research,analyze the findings and propose recommendations to enhance the customersatisfaction of intellectual property agencies.Through research, this paper mainly conclusions are as follows:First, intellectual property agencies service quality is consist of four dimensions,that are interaction quality, output quality, information technology quality andintegration quality, and service quality impact on the perceived value?among them,integrate quality and output quality impact greater on the functional value, interactivequality impact greater on the emotional value;Second, service quality has a positive impact on customer satisfaction, but theimpact of different dimensions varies. Output quality and interactive quality have agreater impact on customer satisfaction. The two dimensions of perceived value havea positive impact on customer satisfaction too, and both impactions are great; Third, the impaction is enhanced between the various dimensions of servicequality and customer satisfaction by perceived value, which exists as the intermediaryrole. Among them, the functional value plays an part intermediary role between outputquality, interaction quality, integration quality and customer satisfaction, emotionalvalue plays an part intermediary role between output quality, interaction quality,information technology quality and customer satisfaction.Based on the above findings, it puts forward policy proposals to enhancecustomer satisfaction of intellectual property agencies, with a view to direct theimprovement of the intellectual property services industry.