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1(18.12(2)7.52(3)7.37(4)6.96(5)6.54(6)6.45(7)5.23:AbstractThepurposeofthisstudyistoexploretheservicequalityinadepartmentstoreandtousecustomersatisfactionfactorsasmeasuringcriteriaforevaluatingtheperformanceofadepartmentstore.Thestudyofservicequalityandmerchandisequalitywhetheraffectingcustomersatisfactionwasalsoconducted.Accordingtotheprinciplecomponentanalysis,29servicequalitycriteriaweresimplifiedto7servicequalitymainfactors.Theoverallcustomersatisfactionisusedasacriterionformeasuringservicequality.Intheimportanceanalysis,theimportanceofcustomertoservicequalityfactorsisrankedfromhightolowasfollows:(1)assurance,(2)empathy,(3)tangibles,(4)reliability,(5)policy,(6)responsiveness,(7)intangibles.Keywords:customersatisfaction,servicequality,largedepartmentstore.1.1[]1.2742340831.7224.2[2]Mckiewicz(1990)[3]1.31232.12.1.2(service)(deed)(performance)(effort)(good)(object)[4]()Parasuraman.ZeithamlandBiiy[4]()(WilKiamJ.Stanton)()[5]()Judd(1964)[6]()Murdick[7]()Kolter[8]2.1.2[8]:(1)(intangibility)(2)(inseparability)(3)(variability)(4)(perishability)2.1.3Schmenher[9]Lovelock[10]2.21.Zeithaml[11][11]:()3()()()Wrestbrook[12]()(in-storeexperience)()(experiencerelatedtothemerchandise)Garvin[13]12345678ParasuramanZeithaml&Berry[14]10(1)(2)(3)(4)(5)(6)(7)(8)(9)(10)2.3JohnsonTsirosandLancioni[15]Parasuramanetal[16]1985Parasuraman[17](1)(2)(3)(4)(5)(2)RoseL.Johnson[18](3)Sasser[19]materialfacilitiespersonnelSasser2.4Parasuraman.Zeithmal&Berry[19]SERVQUALBrownSERVQUAL[20]CarmanPZB19851988SERVQUALPerformance[21]CroninandTaylor[23]Marzis[22]adequacy-importanceMazisadequacy-importance3.1()(4)3.2ParasuramanZeithmal&Berry1985[19]3.31.2.3.4.5.3.4SPSSforWindowsPearsonSpearman4.1130(88)(72)4585.9%600.8%4.23494.32-34-67-913%1-380%5/4.4PrinciplecomponentanalysisEigenValueVarimax0.4564.26054-54-512345670.761070.730560.685760.559130.436720.411220.436948.2648649.5%48.1%8$91011()12130.685100.629090.583170.462160.453110.401587.5803431.7%31.7%1415161718190.822780.653750.501610.473450.410230.460572.158416.2%45.6%202122230.708120.690320.586790.555752.052085.9%51.4%242526270.541130.532450.460570.436942.687387.7%39.4%2829300.411220.701290.674642.687237.7%39.4%3132330.634020.454780.845671.667964.8%56.2%3435360.718010.626410.758231.001063.8%64.2%4.5trustworthinessconsistencystabilityCronbach0.70.660.35Cronbach4-6Cronbach0.6Cronbach0.9046CronbachCronbach4.6Principlecomponentanalysis4-7communality4-6Cronbach0.96410.90460.76450.63790.81310.64920.79230.70214-79.843627.580342.158562.052232.687381.667961.451821.001064.74.7.1:(1).(2)(3):(1)(2)(3)4-84-84-98.125.324.7.2:(1)(2)(3):(1)(2)7(3)4-84-84-97.265.824-81$2236.7297.361054.373197.0357.48763.71438.74176.39469.125276.34137.021251.156266.4727.651360.47788.01186.37850.43828.8118.32680.219187.1937.641664.5410157.45275.312149.8911216.89206.222947.7212147.64216.212249.1213226.88166.532845.471497.89236.011153.5715246.62156.862452.3816117.78285.281849.441768.2947.49177.421878.10107.33370.121958.3287.42566.942048.4777.44276.6721285.7967.472344.8722295.23196.342541.7723167.48294.982740.082418.86265.631549.9325206.99226.202641.4226256.57127.162048.4027127.75146.971749.4628137.69255.671450.2229107.83117.32962.314.7.3Fishbein(1963)iBii—:(1)(2)(3):(1)(2)(3)4-885.1:(18.12(2)7.52(3)7.37(4)6.96(5)6.54(6)6.45(7)5.23:(1)8.86(2)8.81(3)8.745.235.79:7.267.086.926.866.346.085.828.327.657.644.985.285.315.211994pp.36-65284.8pp.62-633986.6pp.2-3482pp.41-505Vol.2No.180.5pp.53-746--81.1pp.31-40776pp.39882pp.35986pp.7910--81pp.9-2011--86pp.2-221281.6pp.68-851384pp.77-10014--84pp.22-301578pp.6-1916--75pp.41-501770pp.35-4718AHPVol.27No.678.6p.71979p.2120Brown,TomJ.,GilbertA.ChurchillJr.andJ.PaulPeter“ResearchNote:ImprovingtheMeasurementofServiceQuality,'JournalofRetailing,Vol:69,1993,pp.127-139.21Carman,JamesM.,“ConsumerPerceptionsofServiceQuality:AnAssessmentoftheServqualDimensions,”JournalofRetailing,Vol:66,1990,pp.33-55.22Mazis,MichaelB.,OlliT.AhtolaandR.EugeneKlippel,”AComparisonofFourMulti-AttributeModelsinthePredictionofConsumerAttitudes,”JournalofConsumerResearch,Vol.2,1975,pp.38-52.23Cronin,J.Joseph.AndStevenA.Taylor,“MeasuringServiceQuality:AReexaminationandExtension,”JournalofMarketing,Vol.56,1992.