فهرست مطالب
فصل اول.. 8
1-1- مقدمه. 9
2-1- تشریح و بیان موضوع. 9
3-1- اهمیت و ضرورت... 11
4-1- هدف از تحقیق.. 11
5-1- سوال تحقیق.. 11
6-1- فرضیات تحقیق.. 12
7-1- قلمرو تحقیق.. 14
8-1- تعریف واژگان و اصطلاحات تخصصی.. 14
فصل دوم. 15
1-2- خدمات... 16
1-1-2- تعریف... 16
2-1-2- خدمت به عنوان یک فرایند.. 19
1-2-1-2- طبقه بندی فرایندهای خدماتی.. 20
3-1-2- تقسیم بندی خدمات... 21
4-1-2- خدمت به عنوان یک سیستم.. 22
1 -4-1-2- سیستم عملیات خدماتی.. 22
2-4-1-2- سیستم ارائه خدمت.. 23
3-4-1-2- سیستم بازاریابی خدمت.. 23
2-2- بازاریابی خدمات... 25
1-2-2- بازاریابی خدمات در مقابل بازاریابی کالاهای فیزیکی.. 26
2-2-2- مثلث بازاریابی خدمات... 26
1-2-2-2- بازاریابی خارجی.. 28
2-2-2-2- بازاریابی داخلی.. 31
3-2-2-2- بازاریابی تعاملی.. 32
3-2-2- تکنولوژی و مثلث خدمات... 35
4-2-2- آمیخته بازاریابی خدمات... 36
3-2- مدل های اندازه گیری کیفیت خدمات... 39
1-3-2- مدل سروکوال.. 40
1-1-3-2- مراحل اجرای مدل.. 43
2-1-3-2- تجزیه و تحلیل دقیق مدل.. 44
3-1-3-2- انتقادات وارد بر سروکوال.. 52
4-1-3-2- در مورد ابزار تحقیق.. 55
2-3-2- مدل سروپرف... 56
1-2-3-2- نقاط قوت و ضعف مدل سروپرف.. 58
3-3-2- مدل کیفیت کارکردی و فنی (گرونرو 1982). 59
4-3-2- مقیاس کیفیت خدمات خرده فروشی (RSQS) 62
4-2- مثالهایی از تحقیقات انجام شده مشابه. 65
5-2- خرده فروشی.. 69
1-5-2- انواع خرده فروشی.. 69
2-5-2- فروشگاه های زنجیره ای.. 71
1-2-5-2- تاریخچه ایجاد فروشگاه های زنجیره ای.. 72
2-2-5-2- اهداف فروشگاه های زنجیره ای.. 74
3-5-2- استراتژی فروشگاهی و خرده فروشی.. 74
1-3-5-2- مقدمه. 74
2-3-5-2- استراتژی فروشگاهی.. 75
3-3-5-2- چیدمان کالا در فروشگاه ها 76
4-3-5-2- معماری فروشگاه 76
فصل سوم. 80
1-3- مقدمه. 81
2-3- روش تحقیق.. 81
3-3- روشهای گردآوری داده. 81
1-3-3- جمع آوری اطلاعات از طریق کتابخانه. 81
2-3-3- جمع آوری اطلاعات به شیوه میدانی.. 82
4-3- جامعه آماری.. 82
5-3- اندازه نمونه. 82
6-3- شیوه نمونه گیری.. 83
7-3- ابزار سنجش «پرسشنامه». 83
8-3- روایی و پایایی پرسشنامه. 85
1-8-3- روایی پرسشنامه. 85
2-8-3- پایایی پرسشنامه. 86
9-3- روشهای آماری مورد استفاده. 87
1-9-3- آزمون T دو نمونه مستقل.. 87
2-9-3- تحلیل واریانس یک عامله (ANOVA) 88
3-9-3- آزمون فریدمن.. 89
4-9-3- تحلیل عاملی.. 90
فصل چهارم. 92
1-4- مقدمه. 93
2-4- بررسی ویژگی های جمعیت شناختی.. 93
1-2-4- جنسیت... 93
2-2-4- سن.. 94
3-2-4- تحصیلات... 94
4-2-4- شغل.. 95
5-2-4- میزان درآمد.. 96
6-2-4- دفعات خرید از فروشگاه های شهروند.. 96
7-2-4- دفعات خرید از فروشگاه هایپراستار. 97
3-4- آزمون تحلیل عاملی تاییدی.. 98
4-4- بررسی فرضیات... 101
1-4-4- بررسی فرضیه اصلی.. 101
2-4-4- بررسی فرضیات فرعی.. 102
1-2-4-4- بررسی فرضیه بعد جنبه های فیزیکی.. 102
2-2-4-4- بررسی فرضیه قابلیت اطمینان.. 103
3-2-4-4- بررسی فرضیه تعامل شخصی.. 104
4-2-4-4- بررسی فرضیه حل مسئله. 106
5-2-4-4- بررسی فرضیه خط مشی.. 107
3-4-4- بررسی فرضیه اصلی دوم. 105
4-4-4- بررسی فرضیات فرعی.. 106
1-4-4-4- بررسی فرضیه بعد جنبه های فیزیکی.. 106
2-4-4-4- بررسی فرضیه قابلیت اطمینان.. 107
3-4-4-4- بررسی فرضیه تعامل شخصی.. 108
4-4-4-4- بررسی فرضیه حل مسئله. 108
5-4-4-4- بررسی فرضیه خط مشی.. 109
5-4- خلاصه بررسی فرضیات و سوالات... 114
فصل پنجم.. 117
1-5- مقدمه. 118
2-5- نتیجه گیری.. 118
3-5- پیشنهادات عملی و تحقیقات آتی.. 121
4-5- محدودیت های تحقیق.. 122
منابع و مآخذ.. 123
الف) منابع فارسی.. 124
ب) منابع انگلیسی.. 126
پیوست و ضمائم.. 133
ندارد.
منبع:
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