The Role of Distribution Service in Retail Activities
——Based on the View of Consumer Satisfaction LI Zi-wen and LIU Xiang-dong （Renmin University of China，Beijing100872，China）
Abstract：As an important output of retail activities，the distribution service has not been studied systematically yet. Based on the concept of distribution service and the assumption of“expectancy disconfirmation”in the marketing literature，the author build a new theoretical framework in which distribution service，consumer satisfaction and consuming behavior is included. It is found that：first，distribution service provided by retailers can drive sales of consumers’single purchase by influencing consumer satisfaction；second，there is no significant relation between the distribution service and the purchase frequency of consumers； and third，consumers with different income level will have different preference to retail shops with different level and different types of business. To better provide commodity with high quality and matched distribution service，guarantee that the consumers can purchase commodity at satisfied time and with satisfied pattern，and improve the overall performance，the retailers should， first，further improve their service level，improve consumers’consumption experience，pay more attention to“human-oriented service”，and explore more consumption potential；second，they should adopt corresponding improvement strategy according to consumers’preference to different distribution service；and third，they should pay attention to changes in targeted consumers’ income and provide different consumers with different retail service.
Key words：retail activities；distribution service；expectancy disconfirmation；consumer satisfaction