概化理论的零售企业服务质量测评优化  

The Application of Generalizability Theory into Optimization of a Measure of Retailers' Service Quality

作　　者：杨晓明[1] 田澎[1] 陈瑜[1] 

机构地区：[1]上海交通大学安泰管理学院,上海200030

出　　处：《工业工程与管理》2006年第3期42-45,共4页Industrial Engineering and Management

基　　金：国家自然科学基金资助项目(70271040)

摘　　要：应用概化理论对一种典型的零售企业服务质量测评问题进行了研究;从测评信度和测评成本方面对两种不同的测评结构进行了优化和比较。结果说明,在达到相同测评信度的条件下,完全交叉化设计优于混合设计;多项目测评尺度在测评信度要求较高时需要的测评项目较多,因而测评成本非常高。Based on Generalizability Theory, this paper assesses and optimizes a measure of retailers＇ service quality. Two kinds of measurement design are compared from the perspectives of reliability and cost. The results obtained suggest that, in attainment of same measurement reliability, the cost of cross designed measurement is far lower than that of hybrid-designed ones, and multi-item measure is costly for solving the proposed measuring problem as it needs more items to achieve high reliability.

关 键 词：概化理论 测评信度 测评成本 测评结构 

分 类 号：F713.50[经济管理—市场营销]