近30 年来，我国商贸服务业迅速发展，在其发展的同时，也出现了诸多服务质量方面的问题。随着服务质量方面问题投诉的逐年增多，改进和提高服务质量显得尤为迫切。据全国消费者协会对消费者投诉案件的统计：我国平均每年因质量、人格尊严、计量、安全、价格、营销合同、虚假广告、假冒伪劣、虚假品质等各种问题的投诉案件达到70 多万件，投诉范围也涉及到各个行业的商品和服务。在此背景下，对商贸服务企业的服务质量进行科学的分析和评价有助于其解决服务质量方面的问题，提高服务质量水平。 本文以商贸服务企业服务质量评价指标体系的构建为研究对象，对影响商贸服务企业服务质量的因素进行分析研究。首先在SERVQUAL 量表的基础上，结合商贸服务企业的现状，通过分析和整理得出初始评价指标，建立最初的商贸服务企业服务质量评价体系；再利用德尔菲法（即专家咨询法）和层次分析法，经过三次调查问卷对指标进行分析和处理，进而使商贸服务企业服务质量的评价指标体系更加完善，最终建立了五个维度、30 个指标的商贸服务企业服务质量评价体系；最后以西安市代表性商贸服务企业世纪金花钟楼店为例，利用模糊综合评价法进行实证研究，探讨世纪金花钟楼店在服务质量方面所存在的问题和不足，并提出相应的改进措施。希望本文的研究对我国商贸服务企业服务质量的提高有一定借鉴作用。

In the recent 30 years，the commercial service industry has developed rapidly in China,but there are many problems to be solved about commercial enterprise service quality. It is urgent to improve the service quality with the growing number of complaints. According to the data given by National Consumers’ Association，the average complaints about commercial goods and services amount to 700，000 per year，the cases involving quality，pricing， marketing， contracts， measurement， safety，false advertisements, fake commodities,personal dignity and other issues. Service complaints also relate to goods and services from all industries, and it exhibits a growing tendency. Against the background, a scientific analysis and evaluation as well as effective measures will facilitate improving the service quality and solving the relevant problems. The paper aims to construct an evaluation standard system for commercial and trading service corporations by exploring the factors that affect the service quality. First, an evaluation system is constructed by analyzing and sorting out the initial evaluation indexes based on the SERVQUAL table and the situation of commercial service industries. Next the indexes are analyzed and dealt with in three questionnaires by means of Delphi method, which also named expert consultation method and analytic hierarchy process (ahp). Then the indexes are adjusted so that a comprehensive evaluation system for commercial and trading service quality could be built up. Finally, an evaluation system including 5 dimensions and 30 tertiary indexes is proposed. Furthermore, the paper takes a representative corporation in Xi’an, Century Ginwa of Bell Tower, as a example. By conducting an empirical research based on the method of fuzzy comprehensive evaluation method, the service quality problems of Ginwa are found out and the corresponding measures are put forward to improve the service quality of Century Ginwa of Bell Tower. We are looking forward to contribute to the service quality of the commercial service industry.