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随着经济的发展和人民生活水平的提高,零售店企业声誉对顾客行为倾向的影响作用也来越大,目前零售业之间竞争日益激烈,企业声誉对零售业长久发展起着非常重要的作用。零售企业声誉的影响因素有很多,文章从零售店服务质量角度出发,选取辽宁省锦州市大型超市作为调研对象,去探讨零售店服务质量与企业声誉之间的关联性问题,构建零售店服务质量5要素与企业声誉之间结构方程模型,最后得出相关结论。
With the development of economy and the improvement of people’s living standard, the influence of the reputation of retail stores on the customers’ behavioral tendencies also plays an increasing role. With the increasingly fierce competition among retailers, corporate reputation plays a very important role in the long-term development of the retail industry . The influential factors of the reputation of retail enterprises are many. From the point of view of the service quality of retail stores, this article selects the large supermarkets in Jinzhou City, Liaoning Province as the research object to explore the connection between the service quality of the retail stores and the corporate reputation, and to construct the service quality of the retail stores 5 elements and corporate reputation between the structural equation model, the final draw the relevant conclusions.