CAJ | 학술논문

在以往的服务质量研究文献中，研究视角更多的集中在影响要素和测量模型上。然而，对服务质量系统要素行为交互引致的复杂性研究关注较少。本文对现有的关于零售服务质量的国内外研究现状做了介绍与综合评述，从理论层面分析了由于跨层次行为交互和参与主体复杂理性引致的零售服务质量的要素多层次性、波动非线性以及系统自组织性等复杂性特征。然后以湖南某服务企业为研究样本，基于其1997—2012年间的零售服务质量时序数据，运用正态检验、波动持续性的R／S检验等方法进行复杂性特征的实证检验。研究结果表明，零售服务质量时间序列存在显著的非正态分布，非自相似性、非周期性、非线性、初值敏感性等复杂性特征。最后，论文对研究结论、局限性以及未来研究方向做了阐述。
재이왕적복무질량연구문헌중，연구시각경다적집중재영향요소화측량모형상。연이，대복무질량계통요소행위교호인치적복잡성연구관주교소。본문대현유적관우령수복무질량적국내외연구현상주료개소여종합평술，종이론층면분석료유우과층차행위교호화삼여주체복잡이성인치적령수복무질량적요소다층차성、파동비선성이급계통자조직성등복잡성특정。연후이호남모복무기업위연구양본，기우기1997—2012년간적령수복무질량시서수거，운용정태검험、파동지속성적R／S검험등방법진행복잡성특정적실증검험。연구결과표명，령수복무질량시간서렬존재현저적비정태분포，비자상사성、비주기성、비선성、초치민감성등복잡성특정。최후，논문대연구결론、국한성이급미래연구방향주료천술。
Retail service management theory considers that the service quality instability attribute a fault to external random disturbance factors, such as the individuation and diversification of customer demands. But it ignored the nonlinear interaction mechanism and the resulting inherent instability and complexity in the retail service quality management system. How to explain the complexity of the constantly adjustment mechanism from theory; How effectively manage and control the retail quality under the complex mechanism of the evolution, these questions have naturally become the emphasis and difficulty for scholars and managers concern in recent years. In the existing literature, theoretical perspective more attention is devoted to the factors affecting the measurement model. However, less attention is paid to the study of complexity causing the behavior of the system elements interact. The paper introduces the present research on retail service quality at home and abroad and gives composite review, analysis the cause of the complexity characteristics of retail service quality from the theoretical standpoint which includes elements＇ multilayered, waves nonlinear and system self-organizing, etc. They are hierarchical behavior interaction and the complex rational of main participation body. The paper proposed the correspond- ing theoretical assumptions based these complex characteristics. Then, this paper, taking service enterprises in human as the research sample, selects the company＇s time-series data of retail service quality from 1997 to 2012 as the empirical data, and has carried on the empirical test for the complexity characteristics by using the normal inspection and the sustainability of R/S method. The results show that the time series of retail service quality has five significant complexity features, including a non-normal distribution, self-similarity, aperiodic, nonlinear, initial value sensitivity, etc. Finally, the paper put forward feasible countermeasures and suggestions with the hope of improving the retail service quality on the basis of empirical test.