零售市場是經濟的重要組成部分，因為它們主要配送和提供基本人類需求之食品、商品和生活消費性產品等。與其他行業相比，零售市場中的商業參與者太多了。這意味著零售商內部的激烈競爭使得消費者可以簡單地在他們之間移動，因此商店總是會面臨到必須要獲得競爭優勢之情況以求在市場中生存。 便利商店是零售業務的一環，是零售連鎖店組成的重要角，主要提供日常產品。近年來，全球品牌便利店Circle K (CU)已進入蒙古零售市場，但超市，大賣場，專賣店，集市，購物中心直到今天都佔據主導地位。因此，便利店必須通過保留現有客戶來找到吸引新客戶的便捷方式。本研究旨在為這位新進入者找到可保持持續競爭優勢的方式。 過去的研究人員認為，高服務質量的積極影響通過提高客戶滿意度來吸引新客戶，客戶忠誠度和利潤。因此，本研究的重點是使用Dabholkar，Thorpe & Rentz (1996)零售服務品質量表RSQS模型研究服務品質、消費者滿意度和行為意向之間的關係，以及服務品質和行為意向之間顧客滿意度的中介效應。本研究將以來自烏蘭巴托市的300名Circle K便利商店的蒙古消費者進行調查，並使用SPSS 21統計軟件進行分析或總結。該研究的重要性在於為便利商店之經理人提供建議並幫助制定策略。 The retail market is vital parts of economies due to their main activity of distributing and providing basic human needs such as foods, goods and lifestyle products. Business players in the retail market are too many compared to other industries. It means harsh competition within retailers makes possible for consumers to simply move among them and the stores always face to gain a competitive advantage to survive in the market. A convenience store is one part of the retail business that provides everyday products and component of the retail chain. In the recent years, global brand convenience stores (CU, Circle K) have entered in the Mongolian retail market such as supermarket, hypermarket, specialty store, bazaar, shopping mall are dominant until today. As a result, the convenience stores have to find convenient ways to attract new customers by keeping current customers. This study intends to find the way of gaming sustainable competitive advantage for this new entrant. Past researchers defined that high service quality positive effects on attracting new customers, customer loyalty, profit by increasing customer satisfaction. Therefore, this study focuses on investigating relationship of service quality, consumer satisfaction and behavioral intention as well as mediating effect of customer satisfaction between service quality and behavioral intention using Dabholkar, Thorpe & Rentz (1996). Retail Service Quality Scale (RSQS) model using the case of Circle K. Survey was conducted to collect data from 300 Circle K's consumers of Mongolia in the city of Ulaanbaatar and SPSS 21 statistical software was used to analyses and conclude. The importance of the study is to provide suggestions and help to produce a strategic solution for convenience store managers.
