SERVICE QUALITY DIMENSIONS AS PREDICTORS OF PERCEIVED SERVICE QUALITY IN RETAIL ENVIRONMENT

Other literature type English OPEN
Jelčić, Sandra (2017)
  • Publisher: University of Dubrovnik
  • Journal: DIEM : Dubrovnik International Economic Meeting, volume 3, issue 1 (issn: 1849-3645, eissn: 1849-5206)
  • Subject: dimensions of service quality; retail; hypermarkets

The purpose of this paper is to determine service quality dimensions as predictors of perceived service quality in retail environment. Recent studies emphasised the multidimensional nature of service quality and multidimensional service quality measurement models. Literature reveals that SERVQUAL (Parasuraman et al. 1988) and RSQS (Dabholkar et al. 1996) are the most common instruments used to measure service quality in retail. Considering different market environments neither SERVQUAL nor RSQS should be solely applied to different service environments and in different cultures assuming that customers behave in the same way. Research should focus on discovering service quality dimensions that are adapted to specific environments and to adapt service quality dimensions to different cultures. Therefore, by using exploratory factor analysis service quality dimensions are determined in the Federation of Bosnia and Herzegovina (hypermarket stores’ market). Those are: merchandising, physical environment and interaction with employees. Understanding service quality dimension as predictors of total service quality and their successful management is precondition for successful planning and implementation of service marketing activities in hypermarkets.
  • References (9)

    Cronin, J. J. Jr., Taylor S. A. (1994). SERVPERF versus SERVQUAL: Reconciling Performance-Based and Perceptions-Minus-Expectations Measurement of Service Quality. Journal of Marketing 58 (1) pp. 125-131.

    Dabholkar, P.A., Thorpe, D.I., Rentz, J.O., (1996). A Measure of Service Quality for Retail Stores: Scale Development and Validation. Journal of the Academy of Marketing Science, 24(1), pp. 3-16.

    Dabholkar, P.A.,Shepherd, C. D., Thorpe, D.I. (2000). A Comprehensive Eysteinsson, F., Bjornsdottir, B.L. (2012). Service quality in convenience stores. Journal of Academy of Business and Economics 12(3), pp.85-90.

    Gaur, S. S., Agrawal, R. (2006). Service quality measurement in retail store context: A review of advances made using SERVQUAL and RSQS. The Marketing Review, 6, pp.317-330, Westburn Publishers Ltd.

    Hair, J.F., Black, W.C., Babin, B.J., & Anderson, R.E. (2010). Multivariate Data Analysis. Seventh Edition. Upper Saddle River, New Jersey: Prentice Hall.

    Meng, J. G., Summey, J. H., Herndon, N. C., Kwong, K. K., (2009). Some retail service quality expectations of Chinese shoppers. International Journal of Market Research, 51(6), pp. 773-796.

    Newman, A., & Cullen, P. (2002). Retailing: environment & operations. Cengage Learning EMEA.

    Parasuraman, A., Zeithaml, V., Berry, L., (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), pp. 12-37.

    Suuroja, M. (2003) Service quality - Main conceptualizations and critique, Faculty of Economics and Busines Administration, University of Tartu Economics and Business Working Paper No. 2003-23.

  • Similar Research Results (3)
  • Metrics
    No metrics available
Share - Bookmark