The service quality and consumer behaviour analysis in Taiwan

This paper focuses on shopping malls, thus this paper selects two high market share rate businesses from a pool for assessment according to the SERVQUAL (model of service quality assessment), in order to explore the large-scale integrated retail service quality standards, the pattern of performance differences between the service types. The results of this study provide (1) Service quality have gap, which is between service standard and consumer's expectation. (2)Safety facility is most impressed and have biggest service gap. (3) Shopping mall not only for shopping functions, but also has leisure function. This result provides the information on Taiwan's consumer expectation of service quality required. Moreover, the research also offers the indicators for service quality improvement, and serves as a reference to enhance the competitiveness of the enterprise itself.