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中文摘要：
基于顾客期望的双重标准,即理想期望和恰当期望,以零售服务为例,通过实证研究分析了顾客性别和购物频率对服务质量双重期望和容忍区间的影响.研究发现,在不同服务质量维度上,顾客的容忍区间和恰当期望存在显著差异,理想期望不存在差异;在大部分服务质量维度上,不同性别顾客的容忍区间和恰当期望存在显著差异,而不同购买频率的顾客在容忍区间和恰当期望上没有显著差异.根据这些特点,最后分析指出零售服务质量改进的有效策略.
英文摘要：
Based on the double customer expectations—desired expectation and adequate expectation,an empirical research,taking retail service as an example,was conducted to analyze the influence of customer＇s gender and shopping frequency on the double service quality expectations and zone of tolerance.The result shows that there are significant differences in different quality dimensions＇ zone of tolerance and adequate expectation,but no significant differences in desired expectation.On most of the quality dimensions,there are significant differences between male and female customers＇ zone of tolerance and adequate expectation.On all quality dimensions,there are no significant differences among different shopping frequency customers＇ zone of tolerance and adequate expectation.According to the results,some effective policies for improving the retail service quality were proposed.
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