本研究係以Parasuraman、Zeithaml和Berry三位學者提出之服務品質觀念性模式(PZB服務品質模型）作為研究基礎，對實體科技零售商場進行服務品質之實證研究，以了解消費者對服務品質期望與認知之間的差距，並檢視企業主管和員工對於消費者服務品質期待的了解程度，以了解實體科技零售商場的服務品質及發覺其可改進之項目，希望能根據研究結果進一步提供實體科技零售產業改善建議，作為其提升服務品質之依據。本研究結果歸納如下：
一、 實體科技零售商場管理者認為的消費者期望服務品質與消費者期望的服務品質有顯著差異
二、 消費者期望的服務品質與消費者認知的服務品質有顯著差異
三、 年資對實體科技零售商場管理者認為的消費者期望服務品質有顯著影響
四、 年齡對消費者認知的服務品質有顯著影響

This research is based on the PZB service quality model, proposed by Parasuraman, Zeithaml and Berry, to mainly discuss the service quality of retail malls Shanghai. To explore whether there is a significant different between “Management perception” “consumers expected service” and “consumers perceived service”. In order to review the service quality of retail malls and identify projects that can be improved. To provide retail malls suggestions for improvement based on the research results.
Keywords: Service Quality, PZB Service Quality Model, Retail Mall, Expectations, Satisfaction.

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