| Summary: | 碩士 === 國立彰化師範大學 === 企業管理學系 === 101 === In recent years, supermarket industry has the growth potential, but the competition among homogeneous supermarkets is intense in Taiwan. It is necessary to strengthen the quality of service to enhance customer satisfaction, if they want to stand out from homogeneous supermarkets. As a result, the standards and measurement tools for service quality become more important.
SERVQUAL scale developed by Parasuraman et al. (1985, 1988) has been the foundation for service quality research. Academics questioned the applicability of the SERVQUAL, and then Dabholkar et al. (1996) established an exclusive measure for retail (RSQS). Several studies confirm the applicability of RSQS in retail. Therefore, this study designs the service quality questionnaire of Taiwan Fresh Supermarket based on the RSQS service quality dimensions, and the dimensions identified by Stanworth. Besides, using factor analysis to identify the dimensions of service quality that customers emphasized. Thereby construct two kinds of service quality scale were based RSQS and dimensions identified by Stanworth. After comparing the applicability of scales for Taiwanese consumers, the results show that the dimensions identified by Stanworth optimized for Taiwan Fresh Supermarket, as well as Taiwan's retail environment. The developed Taiwan Fresh Supermarket service quality scale consists of six dimensions with 33 questions.
The final stage of this research is use importance-performance analysis (IPA) to reflect the degree of importance and performance of customer attitudes toward service attributes. These service attributes will be viewed as the strength and weakness of Taiwan Fresh Supermarket. The results show where is the service failure that required to be improved immediately and where is the major strength that should be maintained to gain competitive advantage.
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