国外服务品质研究及其启示

服务品质是影响顾客消费感知及其满意评价的关键因素,也是现代服务营销研究的热点。国外营销学者对服务品质的内涵、结构、测量等方面进行了全面而深入的研究,研究表明,服务品质是顾客对服务期望与服务感知进行比较后的整体性认知评价,具有多维的结构体系,且可以运用SERVQUAL、SERVPERF等量表进行精确测度。他们的研究不仅对国内服务品质研究具有启示作用,而且对国内企业改善和提升服务品质具有指导意义。

A Study on Foreign Service Quality and its Revelation

The service quality has become a key factor affecting customers’ consuming perception and satisfaction appraisal, which is also a hot issue in the research on modern service marketing. Foreign marketing scholars have made overall and embedded studies on the connotation, structure and measuring of service quality. Their studies have shown that service quality is that consumers make holistically cognitive appraisal after they compare the inspiring service with the apperceiving service. The service quality has multi-dimensional structure and can be measured accurately through such measuring scale of service quality as SERVQUAL or SERVPERF. The studies not only enlighten the domestic research on service quality, but also have instructive guidance to domestic enterprises to improve and enhance the service quality.