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Question

The SERVQUAL model
When developing SERVQUAL, Parasuraman et al. (1985) proposed that
the consumer’s opinion of quality was formed by an internal comparison
of performance with expectations. Through in-depth interviews and
focus group discussion with firms in four different service industries, they
identified ten determinants of service quality: access, communication,
competence, courtesy, credibility, reliability, responsiveness, security,
tangibles and customer knowledge. Parasuraman et al. (1988) reduced
these ten determinants to five dimensions using factor analyses. The five
dimensions (Table 1) are tangibles, reliability, responsiveness, assurance
and empathy. That led to the development of the 22-item SERVQUAL
instrument for measuring service quality.
The SERVQUAL instrument has been tested for its validity and reliability
(Bolton & Drew 1991; Babakus & Boller 1992; Cronin & Taylor 1992)
and applied to different industries, such as professional services (Freeman
& Dart 1993), health care (Lam 1997), tourism (Tribe & Snaith 1998),business schools (Pariseau & McDaniel 1997) and information systems
(Kettinger & Lee 1994).
Table 1 The five dimensions of the SERVQUAL model1. Tangibles: physical facilities, equipment and appearance of personnel
2. Reliability: ability to perform the promised service dependably and accurately
3. Responsiveness: willingness to help customers and provide prompt service
4. Assurance: knowledge and courtesy of employees, and their ability to inspire trust and confidence
5. Empathy: caring, individualised attention the firm provides its customers

Table 2 The five dimensions of the RSQS model
1. Physical aspect (six items)
• The store has modern-looking equipment and fixtures
• The store layout at this store makes it easy for customers to find what they need
2. Reliability (five items)
• When this store promises to do something by a certain time, it will do so
• This store insists on error-free sales transactions and records
3. Personal interaction (nine items)
• Employees in this store have the knowledge to answer customers’ questions
• Employees of this store treat customers courteously on the telephone
4. Problem solving (three items)
• This store willingly handles returns and exchanges
5. Policy (five items)
• This store offers high-quality merchandise
• This store accepts most major credit cards
• This store has convenient parking places
• This store has convenient store hours
• The store credit card is available at this store
Measuring Retail Service Quality using SERVQUAL
A retail store experience significantly differs from a non retail store
experience in terms of customers negotiating their way through the store,
finding the merchandise they want, interacting with several store personnel
along the way, and returning the merchandise, all of which influence
customer’s perceptions of service quality. The uniqueness of the services
offered by a retailer makes it mandatory that care be taken while
selecting and using scales for measuring service quality in retail store
context. Though the absence of alternate measures of service quality in a
retail environment has often meant that SERVQUAL be used for this
purpose; researchers (Finn and Lamb 1991) have cautioned that care
must be taken when applying SERVQUAL in retail setting. Given below
is the review and discussion of some of the instances where SERVQUAL
has been applied in a retail context (summarized in Table 1).

Answer 1

Table 2 The five dimensions of the RSQS model
表2： RSQS模型的5个面
1. Physical aspect (six items)
表面外形 （六个项）
• The store has modern-looking equipment and fixtures
这店有现在化样子的设备和装饰。

• The store layout at this store makes it easy for customers to find what they need
这家店的摆设和设计可以让顾客更容易找到他们所需要的。
2. Reliability (five items)
可信性 （5项）
• When this store promises to do something by a certain time, it will do so
当这家店保证在一定的时间做什么事的时候，它会做到
• This store insists on error-free sales transactions and records
这家店坚持在销售交易过程和记录方面要保证没有错误。
3. Personal interaction (nine items)
人对人的交流 （九项）
• Employees in this store have the knowledge to answer customers’ questions
这家店的店员应该具备足够的知识去回答顾客的问题。
• Employees of this store treat customers courteously on the telephone
在接电话的时候，店员应该有礼貌的对待顾客。

4. Problem solving (three items)
问题的解决（三项）

• This store willingly handles returns and exchanges
这家店愿意接受商品退还和交换

5. Policy (five items)
政策 （5项）
• This store offers high-quality merchandise
这家店提供高质量的商品
• This store accepts most major credit cards
这家店接受绝大部分的信用卡
• This store has convenient parking places
这家店有方便的停车地方
• This store has convenient store hours
这家店有便利的营业时间
• The store credit card is available at this store
本店也有提供本店的优惠信用卡
问题补充：
Measuring Retail Service Quality using SERVQUAL
用 SERVQUAL来衡量零售的服务质量

A retail store experience significantly differs from a non retail store
一个零售店的经验跟一个不是零售的店是有很大的不同

experience in terms of customers negotiating their way through the store,
一些经验关于 顾客在购买的时候会一直协商和调价

finding the merchandise they want, interacting with several store personnel
当发现顾客想要的商品的时候，应该和店里其他的人员商讨一下。

along the way, and returning the merchandise, all of which influence
customer’s perceptions of service quality. The uniqueness of the services
全过程和商品的退回，全部的这些都影响顾客对服务质量的感觉。独一无二的服务。

offered by a retailer makes it mandatory that care be taken while
selecting and using scales for measuring service quality in retail store
零售者提供的商品应该用这家零售店衡量的服务标准主动去处理商品问题。

context. Though the absence of alternate measures of service quality in a retail environment has often meant that SERVQUAL be used for this
purpose;
SERVQUAL被应用的作用是因为在整个零售环境中缺少一个可代替的衡量服务标准的方法。

researchers (Finn and Lamb 1991) have cautioned that care
must be taken when applying SERVQUAL in retail setting.
研究员 （Finn and Lamb） 在1991 警告的提到当应用零售管理应用SERVQUAL时，问题一定要被处理。

Given below is the review and discussion of some of the instances where SERVQUAL has been applied in a retail context (summarized in Table 1).
下面是一些回顾和讨论的例子， 当SERVQUAL 应用到零售当中的。（在表1 有总结）

Answer 2

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Answer 3

服务质量模型
当帕拉苏拉门等人在发展服务质量评价理论时提出消费者对服务质量的评价是通过与预期比较形成的。
通过对四个不同服务产业的公司深入访问和座谈，他们确定了十个服务质量确定因素：途径，交流，竞争，礼仪，信用，可靠，反响，安全，有形与客户知识。
帕拉苏拉门等人（1988）通过因素分析将这十个因素减为五个，这五个因素（表一）为：有形，可靠，反响，保证和同理心。
据此发展了服务质量评估的22条系统工具。
这个工具的可靠适用性已经被多方检测证实（……）而且被应用到了不同产业，例如专业服务，健康护理，旅游，商业学校和信息系统。
表一：服务评价模型的五大因素之一：有形，包括物理设施，设备和职员形象。
之二：可靠：精确可靠的执行特定服务的能力
帮助顾客和提高服务质量的意愿
之四：保证：雇员的知识和礼仪，以及他们使人信任的能力
之五：同理心，公司给予顾客的人性化个体化关怀合关注

拥有现代装备；合理布局，让顾客容易找到所需
言出必行，坚持零误差交易和记录

3.员工互动（9条）雇员有能力回答顾客的问题，雇员与顾客电话对话时保持礼貌

4.问题解决（3条） 愿意处理退货和换货的情况

5.政策（5条）
提供高质量商品，接收大多数的信用卡消费，便利的停车空间，合理的交易时间，提供信用卡

补充部分的你就自己看看吧，可能我翻译的不是很专业，你酌情采纳吧！：）