BUILDING AND MEASURING SERVICE QUALITY SCALE OF RETAILING BUSINESSES IN TAIWAN – THE CASE OF COSTCO

• Main Authors: Pin-Chen Lai, 賴品辰
• Other Authors: 吳信宏
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/7kh255

碩士 === 國立彰化師範大學 === 企業管理學系 === 102 === SERVQUAL established by Parasuraman et al. (1988) has been widely used in measure service quality, but many scholars pointed out that SERVQUAL cannot be applied to different industries and cultures. Therefore, Dabholkar et al. (1996) revised SERVQUAL to develop retail service quality scale (RSQS) which is suitable for use in measuring retail service quality. Tang et al. (2013) researched Taiwan retail service quality by using 29 measurement items that were developed by Stanworth (2009) as a basis and then developed 4 dimensions and 18 items. This study uses 4 dimensions and 18 items from Tang et al. (2013) and 28 items of RSQS from Dabholkar et al. (1996) to develop and disseminates the questionnaire.This study builds two service quality scales, i.e., three dimensions with 16 items developed from Tang et al. (2013) and six dimensions with 26 items developed from RSQS. After building the Costco’s service quality scales, we use importance-performance analysis (IPA) to discuss the advantages and disadvantages of Costco’s service as well as the degree of customer satisfaction on service items. This analysis indicates 5 items and 12 items belong to Costco’s advantages and 3 items and 7 items are the disadvantages from these two service quality scales. The manager can improve Costco competitive advantage refer to this study.