休闲卖场服务竞争力之评估-《武汉职业技术学院学报》

文章信息/Info

Author(s):: CHOU Mei-li; Department of Leisure and Sports Management, Far East University, Tainan74448, China

Keywords:: leisure wholesale; perception of price; service quality; service competitiveness

摘要:: 对于台湾的量贩业来说,便宜的售价是消费者衡量服务的重要指针,价格知觉为服务质量认知前因之一。另外服务质量不是一种对服务提供者的评估,而是依靠顾客对表现的认知的判断。台湾四家大型量贩店(大润发、家乐福、爱买吉安、台糖量贩)中,家乐福在服饰类有最低廉之价格;在居家类家电用品项目,大润发较其它三家便宜甚多;在购买五种商品后结帐时间秒数项目上,家乐福表现最差;在退货程序时间方面,台糖量贩店最快;四家大卖场室内冷气温度均偏强;在消防警报器数量及消防水栓数量方面,各卖场皆符合消防法规。

Abstract:: For consumers, low price is an essential index to evaluate service quality in retailing industry. Percep— tion of price is one of the determinants of service quality. Therefore, in this research we deployed price investigation to observe price index which tests consumer's price perception. Service quality originates from consumers' judgments， rather than evaluations of servers. In this research we figure out 14 evaluation items to evaluate service quality in retail chain stores. Data were collected from four retail chain stores in Taiwan: Rt-mart，Carrefour，Fe-geant，and Taisugar. The results reveals that price of clothes item in Carrefour is more competitive. The lowest prices of the household appli— ances are found in Rt-mart. Regarding the checking-out seconds，Carrefour has the worst performance. Besides，the return process of Taisugar is the most efficient. The temperature produced by air-conditioners in the four hypermarkets was relatively lower. In terms of fire extinguishing equipments，all hypermarkets complied with fire extinguishing laws and regulations. It is hoped that the research results can become significant reference indicators that future commercial services are pursuant to.