Retail Service Quality and its Effect on Customer Perception: A Study of Select Supermarket in Mandya, KarnatakaAuthor : G. Arun kumar
Volume 8 No.2 April-June 2019 pp 49-54
The performance of the retailing sector from the past few has been outstanding. The paper focuses on retail service quality that contributes to customer perception. Retail service quality was measured by using five dimensions like reliability, personal interaction, physical aspects, problem solving and policy. The research used RSQS scale at More Supermarket in Mandya city. The data was collected from 200 respondents using likert scale and SPSS 19 versions was used to analyse the data. The result revealed that all the five dimensions were positively significant to customer perception. Positive Customer perception is very important to a business as it leads to loyalty and in return make repeat orders, the organisation also offers a wide range of services to its customer.
Retail Service Quality, Customer Perception, More Supermarket, SPSS, Mandya City
 Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V.A. (1993). A Dynamic Process Model of Service Quality: From Expectations to Behavioural Intentions. Journal of Marketing Research, 30, 7-27.
 Berry, L.L. (1986). Retail Business are Service Businesses. Journal of Retailing, 62 (Spring), 3-6.
 Bloemer, J., Ruyter, Ko de., & Wetzels, M. (1999). Linking Perceived Service Quality and Service Loyalty: A Multi-Dimensional Perspective. European Journal of Marketing, 33(11/12), 1082-1106.
 Cottrell, J. (1973). An Environmental Model of Performance Measurement in a Chain of Supermarkets. Journal of Retailing, 49(3), 51-63.
 Chan, J., Cheung, W.H., & Mak, J.Y.(2011). Service quality of the Chinese YMCA of Hong Kong. Journal of Applied Marketing Theory, 2(1), 26-41.
 Cronin, J.J., & Taylor, S.A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56, 55-68.
 Finn, D.W., & Lamb, C.W. (1991). An Evaluation of the SERVQUAL Scales in a Retail Setting. In R.H. Holman & M.R. Solomon (Eds.), Advances in Consumer Research, 18, Provo: Association for Consumer Research.
 Gummesson, E. (1991). Service Quality: A Holistic View. In Brown, S.W., Gummesson, E., Edvardsson, B., & Gustavsson, B. (Eds.), Service Quality: Multidisciplinary and Multinational Perspectives (pp. 3-22).
 Huang, M. H. (2009). Using service quality to enhance the perceived quality of store brands. Total Quality Management, 20(2), 241-252.
 Kawaharha, Y., & Speece, M. (1994). Strategies of Japanese Supermarkets in Hong Kong. International Journal of Retail and Distribution Management, 22(8), 3-12.
 Keith, N. K., & C. S. Simmers.(2013). Measuring hotel service quality perceptions: The disparity between comment cards and LODGSERV. Academy of Marketing Studies Journal, 17(2), 119-131.
 Kotler, P., & Keller, K.L. (2011). Marketing Management, 14th ed. New Jersey: Pearson Education Inc.
 Lewis, P. M., & Thomas, H. (1990). The Linkage Between Strategy, Strategic Groups, and Performance in the U.K. Retail Grocery Industry. Strategic Management Journal, 11, 385-397.
 Parasuraman, A., Zeithaml, V., & Berry, L.L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49 (Autumn), 41-50.
 Parasuraman, A., Zeithaml, V.A., & Berry, L. (1988). SERVQUAL: A Multiple Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64 (Spring), 12-40.
 Pan, Y., & Zinkhan, G. M. (2006). Determinants of retail patronage: a meta-analytical perspective. Journal of retailing, 82(3), 229-243.
 Varela-Neira, C., Vazquez-Casiellesa, R., & Iglesias, V. (2010). Explaining Customer Satisfaction with Complaint Handling. International Journal of Bank Marketing, 28(2), 88-112.