Abstract:

In order to analyze different factors influencing customer perceived service quality in clothing stores, with the classic service model of SERVQUAL as the theoretical framework, combined with industry characteristics, service quality characteristics and China's cultural background, an initial evaluation scale of customer perceived service quality in clothing stores was constructed in the paper. Based on the evaluation scale, data of 535 valid questionnaires collected were processed and key-factor dimensions of customer perceived service quality were obtained: service attitude , professional ability, reliable assurance and tangible evidence. And a four dimensional measurement model was constructed. Service attitude had the greatest influence on customer perceived service quality, professional ability had similar influence as reliable assurance, and tangible evidence had relatively smaller influence. The confirmatory factor analysis was used to test the model. The results showed that the model had reliable reliability and validity.

Key words: consumer perceived service quality, clothing stores, evaluation scale, exploratory factor analysis, confirmatory factor analysis