A Study of Service Quality for Hypermarket in Kaohsiung City – Examples of the A Hypermarket and the B Hypermarket

• Main Authors: Li, Zong-Lin, 李宗霖
• Other Authors: Day, Jen-Der
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/4943b2

碩士 === 國立高雄應用科技大學 === 工業工程與管理系 === 106 === The study found to improve service quality customer satisfaction and provided a method for measuring the service quality customer satisfaction. The study measured the service quality customer satisfaction, different demographic variables, and the differences between the two hypermarkets, for instance, the A hypermarket and the B hypermarket in Kaohsiung City. The study referred to Parasuraman, Zeithaml & Berry's SERVQUAL scale. According to the literatures and own experience to revise the questionnaire, and then used item analysis, reliability Analysis, descriptive statistics, and inferential statistics (T-test and F-test), and variance analysis to analysis datas. The results showed: (1) The A hypermarket and the B hypermarket dissatisfied service quality were “service personnel could inform customers out-of-stock goods arrival time” clearly. The differences were that the A hypermarket was “the price of goods was correct and reasonable”, the B hypermarket was “the facilities were practical”. Other dissatisfied service quality was “service personnel will observe customer needs carefully”, “the hypermarket could be dealt with customer complaints immediately”, “service personnel had enough professional knowledge”, “service personnel did what promises to the customer really”, and “service personnel clothing was neat and full of smile”. (2) The A hypermarket had discrepancy in service quality customer satisfaction. The A hypermarket different ages had discrepancy in service quality customer satisfaction, among them, 41-50 was the most satisfied and 51-60 was the least satisfied. The A hypermarket different genders, marriages, education levels, careers and average monthly incomes had indifference in service quality customer satisfaction. (3) The B hypermarket had discrepancy in service quality customer satisfaction. The B hypermarket different genders and marriages had discrepancy in service quality customer satisfaction, among them, male was more satisfied than female, married than unmarried. The B hypermarket different education levels, ages, careers and average monthly incomes had indifference in service quality customer satisfaction.