中国传统市场的服务品质对顾客满足以及行为意图的影响研究

The Effects of Service Quality on Customer Satisfaction Behavior Intentions in the Chinese Traditional Market

This study tested the influence of service quality on customer behavior intentions in the traditional market. Service qualities in the traditional market such as tangibles， reliability， responsiveness，convenience，empathy are analyzed as independent variable and customer behavior intentions are analyzed as dependent variable. Also， Service value and customer satisfaction are mediating variable and Perceived pleasure and merchant consciousness are moderating variable. The several traditional markets in China province were chosen to verify the hypothesis. I verified each hypothesis on the basis of empirical analysis and the results of this empirical analysis are as follows. First，tangibles，reliability，and empathy had positive effect on service value in the traditional market. Second， tangibles， reliability， and responsiveness had positive effect on customer satisfaction. Third，as the result of verifying the relationship between service quality and customer behavior intentions in the traditional market，only empathy had positive effect. Lastly，according to degree of merchant consciousness， service quality in the traditional market had positive mediating effect on service value and customer satisfaction.