| Summary: | 碩士 === 國立彰化師範大學 === 企業管理學系 === 102 === Many industries use SERVQUAL scale from Parasuraman et al. (1988) to measure the quality of service but this scale doesn’t applicable to measure all industries. Therefore, Dabholkar et al. (1996) propose RSQS scale to measure the quality of service in retail. But this scale does not take into account the background database of Asian countries. The cross-cultural differences would result in poor fitness of RSQS scale. Beside, RSQS scale is not suitable in Taiwan's retailing industry.
From these considerations, Stanworth (2009) proposed a scale suitable for the Chinese customers. Tang et al. (2013) proposed four dimensions and 18 items of the scale based on Stanworth’s research. In this study, the questionnaire developed is based on Tang et al. (2013) scale and RSQS scale. The results show that there are three main dimensions with sixteen questions of service quality for Taiwan Fresh Market based on Tang et al. scale. And there are three main dimensions with twenty-six questions of service quality for Taiwan Fresh Market based on RSQS scale. Importance-Performance Analysis is used to identify the advantage and disadvantage of Taiwan Fresh Market in service quality based on the developed model in order to analyze and understand customer satisfaction and degree of attention for each attribute. There are ten major advantages and four disadvantages based on RSQS scale, while there are five major advantages and four disadvantages based on Tang scale.
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