The Relation Research between the Service Quality and the Customer Satisfaction of the Retailing-Taking the Kunming Large-Scale Supermarket as the Example

With the arrival of service economy and the development of service marketing, the service quality and customer satisfaction are increasingly attached importance to the enterprise. How to improve the service quality and make the customer satisfied will be the key factor for retailing to success. In this paper, based on the relationship between the service quality and customer satisfaction, we build the study model and research hypothesis. With an example of large supermarket in Kunming, by the questionnaire and using the statistical analysis software SPSS11.0 to analyze and showed five dimensions of the quality service: tangibles, reliability, responsiveness, assurance and empathy are positive correlation with the customer satisfaction. The degree of the influence on the customer satisfaction from high to low is reliability, responsiveness, assurance, tangibles and empathy. It provides the theoretical and empirical evidence for the retailing management.