A Study on the Impact of Retail Service Quality on Consumer Behaviour

Discussion in 'CAT / MBA INDIA Forum' started by krishan, Nov 17, 2014.

  1. Abstract
    Consumer behavior is the one of the significant areas to be focused in today's modern business where there is a need to study the consumption habits. Due to the change in the way the consumer responds to the retail marketing activities there is a challenge for marketers to meet their new expectations.

    The result shows that most of the respondents belong to female category. The customers of Cuppa mostly belong to the age group of 20-30yrs. The appearance of the employee is the most important factor among the tangible factors followed by the visual appearance of the outlet. The problem solving tendency of the employees is the most important factor. The café takes care of customer service by operating at convenient hours. The services at the café exceed the customers' expectation. Among the SERVQUAL dimensions the employee responsiveness contributes maximum to the overall satisfaction of the customer along with quality assurance.

    Keywords: Retail Service Quality, Consumer Behavior, Food Products

    IntroductionThe long term success of organizations depends on many factors. The service sector organizations need to strive through service quality. These organizations try to satisfy customers by providing best quality services. Quality is considered to be main determinant of customers' satisfaction in both manufacturing and service quality. As this research is restricted to service sector and further to retail industry, only those variables are taken that proved to be dimensions of service quality. The five dimensions identified as part of the construct service quality are; tangibles, empathy, reliability, responsiveness, and assurance found satisfied customers of retail sector have high extent of usage and intentions to repurchase in future. Those firms expecting to create and sustain advantages over competitors in this market should be seeking to deliver a superior and service quality.

    Need for the studyAny company would like to know how to satisfy its customers to the maximum so as to turn them into loyal customers. The need for the study is to know the impact of the service quality dimensions on customer satisfaction from the Cuppa customers' point of view and which service quality has a major impact on their satisfaction.

    Objective of the studyThe objective of this study is to assess the influence of service quality on customer satisfaction. In accordance with this objective, the empirical survey encompasses the following objectives:

    1. To find out the relationship between the SERQUAL dimensions with the overall customer satisfaction.
    2. To find out if the demographic variables influence customer satisfaction.
    3. To find out which SERVQUAL dimension influences the customer satisfaction to the maximum.

    Scope of the studyThis study focuses on the effect of customer service on customer satisfaction. The respondents in respect of this study are the customers and individuals that patronize at different Cuppa outlets.

    Limitations of the study1 This study is restricted to the customers of Cuppa cafetaria.
    2 Some of the customers were reluctant to fill the questionnaires.

    Research Methodology
    Descriptive research design was adopted for this study. Convenient sampling is used and the Sample size used is 191. The sample unit is customers of Cuppa outlets in Bangalore. The statistical tools used areANOVA test, chi-square test, regression & correlation.Source of Data collectionIn this study primary data are collected through questionnaire method and secondary data is collected from journals and research database ebsco. Literature Review

    Service Quality

    Ravichandran (2010) and Vu Thi My Chinh (2008)
    examines the influence of perceived service quality on customer satisfaction. They conclude that increase in service quality of the banks can satisfy and develop customer satisfaction, which ultimately retains valued customers. They affirm that the service quality level in the proposed study on private banks was at adequate level and the regression on overall service quality lists out the various serviqual items which has a spread in all the dimensions of the serviqual model. Justin Beneke (2012) his research considers which aspects of retail service quality impact upon customer satisfaction and, ultimately, pay dividends in terms of generating store loyalty amongst urban shoppers in the middle to upper market segments. The results from the analysis concluded that two constructs, namely Physical Aspects and Personal Interaction, had a direct relationship with Customer Satisfaction. Lau Pei Mey (2006) his research assessed the expectations and perceptions of service quality in Malaysia's hotels by applying a modified version of the SERVQUAL model. Comparisons among Malaysian hotel guests, hotel guests from other Asian countries, and non-Asian were undertaken. The findings indicated, as a whole, that the hotel guests' perceptions of service quality provided by the hotel industry were lower than their expectations John E. Swan(1998)Contemporary research on service quality and satisfaction has limitations. popular paradigms assume consumers' determination of service quality and satisfaction is based solely on a set of attributes. Symbolic interaction and ethnographic methods expand the theoretical basis of service quality/satisfaction research beyond an individually centered psychological view to consider social influences and processes, thereby providing a deeper understanding of how consumers experience quality and satisfaction. Udaya (2011)This paper studies the impact of service quality on apparel retail customer satisfaction and also identifies the critical factors of service quality from customer's perspective. The sample consists of 250 respondents from the Metropolitan City Hyderabad. The study identifies the critical of factors of Apparel Retail Service Quality and evaluates the impact of service quality on Retail Customer Satisfaction. Borkar Suneeta (2014) The study focuses on interdependence of service quality and customer satisfaction and it implications for hospitality industry. Various definitions of satisfaction are discussed and relationship of the quality is investigated. Studies in the subject of service quality have confirmed that service quality has interdependence and direct relationship with customer satisfaction.

Share This Page