SERVQUAL服务质量测量方法改进与应用

SERVQUAL在期望测量中预期"标的"模糊,期望测量没有完整反映期望的概念,差距计算无意义,模型结构不合适;针对这些问题,提出SERVQUAL的改进测量模型M-SERVQUAL.该模型应用修正差距(服务感知-目标价值×自信水平)来计算期望与感知间的差距,并将各质量维度与感知服务质量间的关系设为合并模型结构,各维度的测量采用反映型指标.以2006沈阳世界园艺博览会为实证背景,运用结构方程,比较SERVQUAL方法与M-SERVQUAL方法,结果表明:M-SERVQUAL具有较高的信度、效度和模型拟合度.最后应用M-SERVQUAL模型分析管理中的资源配置问题与营销策略选择问题.

Improvement and Application of SERVQUAL Service Quality Measurement Method

Some problems were found in the applications of SERVQUAL, such as the fuzziness of prospective target in the expected measurement which is unavailable to completely express what idea is expected, nonsense of gap computing and inappropriate model structure. A modified measurement model M-SERVQUAL was therefore developed instead of SERVQUAL to compute the gap between expectation and perception via the modified gap formula, i.e., (service perceived)-(target value)×(self-confidence level). Then, the different quality dimensionalities were combined with the service quality perceived in the model structure, where all the dimensionalities were measured in terms of response indices. A comparison between SERVQUAL and M-SERVQUAL was made empirically via structural equation, based on the data from the Shenyang International Horticultural EXPO 2006. The results showed that the M-SERVQUAL model has higher reliability, validity and goodness of fit. The M-SERVQUAL model was used to analyze the resource allocation and choice of marketing strategies in management.