Abstract Measure of service element is the key work for the research of the retailing store image of the Service-intensive retailing formats. SERVQUAL is always in used for the measurement of service. But whether SERVQUAL scale is fit for the measurement of the service in store image for Chinese department, it needs to be tested. This paper enlarges and modifies the service elements according to the result of group survey, and comes out a new service scale for the test of department store image based on the SERVQUAL. We test it with Exploratory Factor Analysis(EFA) and Confirmatory Factor Analysis(CFA). It shows that service factors for department are consisted of physical aspects, convenience, responsiveness, empathy and assurance, and the service elements in SERVQUAL have been changed some. According to the result, consumers’ evaluation of department store service is meticulous more and more, and customers esteem above the relax
|