| China’s economy has continued to develop and the external economic environment has continued to change since the reform and opening up,the market size of Chinese retail stores has expanded and the retail landscape has a disruptive change,resulting in a new "one-mainmultiple" retail business format.The retail industry has seen a shrinking of business differentiation and a proliferation of similar and easily substitutable products,making it difficult for consumers to sustain their curiosity about products or companies.The focus of consumer attention has gradually increased from unilateral price factors to more non-price factors,and even non-price factors have completely overtaken price factors and gradually started to influence consumer’s purchasing behavior.Differentiated and different services directly affect the customer’s shopping attitude,therefore,service quality improvement is the only way to make the company win in the fierce market competition.This paper takes Shenyang PG retail store as the research object,and uses literature research method and questionnaire survey method as the main research method to design "Shenyang PG retail store service quality questionnaire" according to SERVQUAL model.Questions were based on tangibility,reliability,responsiveness,assurance,and empathy,and were distributed and collected through questionnaires,and collected a total of 205 valid questionnaires.The data collected from the questionnaire were gradually analyzed by descriptive data analysis,reliability and validity tests,correlation analysis and regression analysis to find the dimensions that have a significant impact on the service quality improvement of Shenyang PG retail stores.The analysis results show that among the five dimensions of service quality of Shenyang PG retail stores:tangibility,reliability,responsiveness,security,and empathy,reliability and assurance have significant effects on customer satisfaction;tangibility,responsiveness,and empathy have no significant effects on customer satisfaction.Based on the results of the analysis,corresponding strategies are proposed to improve the service quality of Shenyang PG retail stores.The research strategies are based on process improvement and awareness enhancement to improve service reliability,utilization of company resources and staff enhancement programs to improve service assurance,customer demand-based service responsiveness and personalized product and service innovation to improve service empathy.The findings of the study can provide guidance and assistance for Shenyang PG retail stores to identify service quality deficiencies and develop appropriate strategies to improve service quality and customer satisfaction,as well as provide reference for service quality management in other retail service industries. |
