英语翻译The unique characteristic of store retailing implies tha

英语翻译
The unique characteristic of store retailing implies that parameters that define service quality in retailing differ from any other service (Finn and Lamb,1991; Gagliano and Hathcote 1994).As such measures developed for measuring service quality in pure service setups would fail to work in retail store context.Realizing the need for investigating the dimensions of service quality in retail stores and developing a scale to measure retail service quality,Using both quantitative and qualitative research methods,Dabholkar et al.(1996) developed the RSQS,a multi-item scale measuring five dimensions of retail service quality.This scale included 28 items,17 of which came from the existing SERVQUAL scale and the remaining 11 items from the researchers’ qualitative work.They argued that those items could be grouped into the five dimensions shown in Table 2.And they used only performance-based measures instead of the gap between perceptions and expectations used in the SERVQUAL model,because evidence indicated that perception-based measures had stronger predictive power than SERVQUAL’s gap score approach (e.g.Cronin & Taylor 1992; McAlexander,Kaldenberg & Koenig 1994).
The two instruments are similar in some ways but different along important dimensions.For the RSQS,the physical aspect dimension includes not only the appearance of the physical facilities but also the convenience of store layout and public areas (e.g.fitting rooms).The reliability dimension is similar to the SERVQUAL reliability dimension and involves the store’s ability to keep promises and do things ‘right’.
The personal interaction dimension is a combination of the SERVQUAL scale dimensions of responsiveness and assurance.Problem solving was a new dimension proposed by Dabholkar et al.(1996),which measured the store’s ability to handle problems or even potential problems.The last dimension – policy – was also a new dimension added to address the influence of store policies on service quality.The RSQS model has been applied to numerous studies of retail management.Dabholkar et al.(1996) have found that,compared to the SERVQUAL model,the RSQS model had a better fit in retail service businesses,possibly because the SERVQUAL model is a general service quality perception model while the RSQS model focused only on retail service.Especially when tested with department store customers in the US,their scale demonstrated strong validity and reliability scores as a measure of retail service quality.
Searching for a Valid Measure of Retail Service Quality
Despite the inherent limitations,which mar both SERVQUAL and RSQS rendering them less effective measures of retail service quality,the absence of any credible alternative has resulted in the SERVQUAL and RSQS instruments being widely applied for measuring service quality in the retail environment.It therefore becomes imperative for researchers to either come up with alternative measures of retail service quality or to suggest modifications to SERVQUAL and/or RSQS so as to make them effective tools for measuring service quality of retail stores.Since the development of a new measure of retail service quality is beyond the scope of the present paper,an attempt has been made to suggest modifications that would help in refining the present scales so that they may be pronounced as valid,accurate and acceptable measures of service quality across different retail formats in cross-cultural,cross-national studies.不要机译~

商店零售业的独特的特征意味着定义零售业的服务质量所需要的参量是与其它服务不一样的（Finn和Lamb于1991年,Gagliano和Hathcote于1994年）,因为这些开发来用于在纯净的服务机构中测量服务质量的标准,用于零售商店只会失败.认识到有必要去调查零售店的服务质量的维度和开发一种量度来测量零售服务质量后,Dabholkar等人（于1996年）,使用数量上的和性质上的研究方法,开发了RSQS模型,这是一种可以测量零售服务质量5个维度的拥有多项量度的方法.这种模型共有28个条款,其中有17个是来自于已经存在的SERVQUAL模型,剩下的11个来自于研究人员对性质方面的研究.研究人员讨论后认为那些条款应该分在表2中出现的5个维度里面,而且在感知和期望中间的空白里只会使用基于性能的测量方法,而不是用SERVQUAL模型,因为有证据表明基于感觉的测量方法比SERVQUAL的空白记录方法更有预见性（如,Cronin和Taylor于1992年,McAlexander、Kaldenberg和Koenig于1994年）.
这两种模型在某些地方很相似,但是在一些重要的维度上就很不同.对于RSQS模型来说,物理表面的维度不仅包括一些物理上便捷的特点,还包括在商店规划和公共区域的方便性（如,装配车间）.在可靠性维度上是和SERVQUAL模型类似的,都需要包括商店有能力去保持承诺和“正确”得做事.
个人相互影响维度是SERVQUAL测量维度在响应性和保证性的结合.问题解决是由Dabholkar等人（于1996年）提出的一种新的维度,即测量商店去控制问题或者是发现潜在问题的能力.最后一个维度--政策--这也是新增加的一个维度,用来阐述商店政策对服务质量的影响.RSQS模型已经被用于大量的零售管理的研究.Dabholkar等人（于1996年）已经发现,跟SERVQUAL模型比起来,RSQS模型更适合于零售服务业,这可能是因为SERVQUAL模型是一个普遍的服务质量感知模型,而RSQS模型却只用在零售服务.特别是当用于测试美国的百货商店的顾客时,他们的测量证明了作为零售服务质量的标准是多么的有有效性和可靠性.
尽管有些内部局部性,会致使SERVQUAL模型和RSQS模型都在零售服务质量测量上降低效率,在探寻一个有效的零售服务质量测量方法的时候,
任何可靠的选择的缺失都会导致SERVQUAL和RSQS模型在零售业中测量服务质量广泛的适用.因此,研究人员就非常有必要要么提出可供选择的测量零售服务质量的方法,要么就给出SERVQUAL和RSQS其中一个或者是两个的修改意见,从而使得它们成为有效地工具来测量零售店的服务质量.由于一个新的零售服务测量方法的开发已经超出了现有文件的规定,因此人们就尝试给出一些修改的意见,这样就有助于提高并现有的量度并使得它们成为有效,精确以及可接受的服务质量测量方法,就可以应用在跨文化,跨国家的不同零售形式研究上.