Abstract: The key of the survival and development of department stores is how to meet customers’ service need, thus, recognizing the service components is of vital importance. The core contents of the service system include service composition and service?delivery system. Through investigation among customers, the results of the research reveals that the six key service elements which consumers concern most are reliability, guarantee, service delivery, supportive, dependability and experience. Thus, department stores should take measures to improve service quality and enhance customer satisfaction from the following five aspects: service culture, service system, service procedures, commodity management and service teams.

Key words: department store industry; service system; key elements; factor analysis