Service Quality Evaluation for Brand Retailers Based on Fuzzy Comprehensive Appraisal

Evaluation of service quality is becoming more important in the field of retailers, as in other fields. This pilot study is a preliminary attempt to develop an evaluation model by using exploratory factor analysis (EFA), analytic hierarchy process (AHP) and fuzzy comprehensive appraisal (FCA). And then it addresses issues associated with determining the service quality in a retail store environment based on this model. Firstly, by summarizing the dynamic situation of service quality evaluation, a factor structure for retail service quality using EFA is proposed, which consists of prestige, reliability, responsiveness, recovery and tangibles. Secondly, Owing to the characteristic of retail service, this article applies AHP and membership function to determine the weight of criteria and hierarchical structure. And then FCA is used to evaluate the service quality of brand retail stores. Finally, an example is shown to illustrate above method.