The Exploratory Research on Service Evaluation model : the application of Retail Industry

This study aimed to develop a new practical and universally applicable service quality model by improving the service quality measurement model proposed by many previous studies. An in-depth analysis on what influences such service quality model had on the improvement effect of service quality, and Service Evaluation Model, which was revised from the existing service quality measurement model, was developed. The model is divided into the two integrative categories: Activity, that is the group of service-related activities, and Item, the group of service-related things. The level of service is evaluated for each category via survey questionnaire on service level evaluation. For the application of the new service quality model, this study attempted to examine the appropriateness of the newly proposed service quality model by applying it to retail service field. Finally, the findings of this study presented that the proposed service model would be a universally useful and applicable service quality measurement model required by many organizations.