Abstract
Based on Dabholkar's service quality model about retailing, evaluation model of outlets' service quality was established. Using Structural Equation Model (SEM), after data processing by data analysis software SPSS13.0 and model analysis software AMOS7.0, the rationality and applicability of the model was good to further analyzed. The model of Physical Aspects, Reliability, Personal Interaction, Problem Solving, Policy, which are five dimensions in the model affecting service quality, had been proved. Ultimately, corresponding marketing advices were put forward for outlets to develop their service quality. It is meaningful for outlets in China to improve their operating level.
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