Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Service Quality Perceptions, Customer Satisfaction and Behavioral Intentions in Organized Retailing


Affiliations
1 Cochin University Of Science And Technology, Kerala, India
     

   Subscribe/Renew Journal


Retail landscape is undergoing dramatic changes with the emergence of large format retail stores providing extensive product ranges and an ideal shopping experience. In such a novel environment, it is the quality of service that acts as the differentiating factor and drives the customer forward. The aim of the study was to investigate the relationships among service quality, customer satisfaction and their impact on behavioral intentions in the context of organized retailing. The study proposed and validated a structural model linking service quality, customer satisfaction and behavioral intentions for customers of modern retail stores. The hypothesized model was examined on a sample of young consumers who frequently shop from different formats of modern retail and structural equation modeling was applied to test the proposed relationships. The analysis revealed that service quality plays a direct role in enhancing customer’s behavioral intentions as well as an indirect role through customer satisfaction acting as the mediator variable. The study also validated the dimensions of retail service quality namely physical aspects, reliability, personal interaction, problem solving and policy in the Indian context. The degree of influence of these variables varied. Among the five factors, personal interaction achieved strongest association with the overall service quality perception, followed by reliability and problem solving. It is evident that effective customer-employee interactions influence the customer’s overall evaluation of retail service quality.

Keywords

Behavioral Intention, Customer Satisfaction, Organized Retailing and Retail Service Quality.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Anderson, E.W. and Sullivan, M.W. (1993), “The antecedents and consequences of customer satisfaction for firms”, Marketing Science, Vol. 12, pp. 125-43.
  • Anderson, E.W., Fornell, C. and Lehmann, R.R. (1994), “Customer satisfaction, market share and profitability: findings from Sweden”, Journal of Marketing, Vol. 58, pp. 53-66.
  • Bennet, D. and Higgins, M. (1988), “Quality means more than smiles”, ABA Banking Journal, p. 46.
  • Bentler, P. M. (1990), “Comparative fit indexes in structural models”, Psychological Bulletin, 107, pp. 238–246.
  • Bentler, P. M., & Bonett, D. G. (1980), “Significance tests and goodness of fit in the analysis of covariance structures”, Psychological Bulletin, Vol. 88, pp. 588–606.
  • Bolton, R.N. and Drew, J.H. (1991), “A multistage model of customer’s assessment of service quality and value”, Journal of Consumer Research, Vol. 17, pp. 373-84.
  • Boulding, W., Kalra, A., Staelin, R. and Zeithaml, V.A. (1993), “A dynamic process model of service quality: from expectations to behavioural intentions”, Journal of Marketing Research, Vol. 30, pp. 7-27.
  • Bowen, J.W, and Hedges, R.B, (1993), “Increasing service quality in retail banking”, Journal of Retail Banking, Vol. 15, pp. 21-28.
  • Brady, M.K. and Robertson, C.J. (2001), “Searching for a consensus on the antecedent role of service quality and satisfaction: an exploratory cross-national study”, Journal of Business Research, Vol. 51 No. 1, pp. 53-60.
  • Burton, S., Sheather, S. and Roberts, J. (2003), “The effect of actual and perceived performance on satisfaction and behavioural intentions”, Journal of Service Research, Vol. 5 No. 4, pp. 292-302.
  • Cronin, J. J. Jr., Brady, M.K. and Hult, T.M. (2000), “Assessing the effects of quality, value, customer satisfaction on consumer behavioural intentions in service environment”, Journal of Retailing, Vol. 76 No. 2, pp. 193-218.
  • Dabholkar, P.A., Thorpe, D.I. and Rentz, J.O. (1996), “A measure of service quality for retail stores: scale development and validation”, Journal of the Academy of Marketing Science, Vol. 24, No. 1, pp. 3-16.
  • Dagger, T., Sweeney, J.C. (2006), “The Effect of Service Evaluations on Behavioural Intentions and Quality-of-Life”, Journal of Service Research, Vol. 9, pp. 3-18.
  • Dotson, M., and Patton, W. III. (1992), “Consumer perceptions of department store service: a lesson for retailers”, The Journal of Service Marketing, Vol. 6(2), pp. 15-28.
  • Fornell, C. (1992), “A national customer satisfaction barometer: the Swedish experience”, Journal of Marketing, Vol. 55, pp. 1-21.
  • Hair, J. F. Jr., Anderson, R. E., Tatham, R. L. and Black W. C. (1998), “Multivariate data analysis”, 5thed. New Jersey: Prentice Hall.
  • Krishna Naik, C.N., Gantasala, S.B and Prabhakar, G.V. (2010), “SERVQUAL, Customer satisfaction and Behavioural intentions in Retailing”, European Journal of Social Sciences, Vol. 17 No. 2, pp. 200-213.
  • Laroche,M., N.Papadopoulos,L.A., Heslop and M.Mourali. (2005), “The Influence of Country Image Structure on Consumer Evaluations of Foreign Products”, International Marketing Review, Vol. 22 (1) pp. 96–115.
  • Laroche, M., Teng, L., Micho, R. and Chebat, F. (2005), “Incorporating service quality into consumer mall shopping decision-making: a comparison between English and French Canadian consumers”, Journal of Services Marketing, Vol. 19 No. 3, pp. 157-163.
  • Oliver, R.L. (1977), “Effects of expectations and disconfirmation on post exposure product evaluation”, Journal of Applied Psychology, Vol. 62, pp. 246-50.
  • Olorunnivo, F., Hsu, M. K. & Udo, G. J. (2006), “Service quality, customer satisfaction, and behavioral intention in the service factory”, Journal of Services Marketing, Vol. 20(1), pp. 59-72.
  • Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985), “A conceptual model of service quality and its implication for future research”, Journal of Marketing, Vol. 49, pp. 41-50.
  • Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988), “SERVQUAL: a multiple scale for measuring consumer perceptions of service quality”, Journal of Retailing, Vol. 64, pp. 12-40.
  • Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1991), “Refinement and reassessment of the SERVQUAL scale”, Journal of Retailing, Vol. 67, pp. 420-50.
  • Siu, N., Cheung, J. (2001) "A measure of retail service quality", Marketing Intelligence & Planning, Vol. 19, pp. 88 - 96.
  • Swanson, S.R and Kelley, S.W. (2001), “Service recovery attributions and word-of-mouth intentions”, European Journal of Marketing, Vol. 35 No. ½, pp. 194-211.
  • Tanaka, J.S. (1993), “Multifaceted conceptions of fit in structural equation models” in K.A. Bollen, & J.S. Long (eds.), Testing structural equation models. Newbury Park, CA: Sage. Taylor, S. A. and Cronin, J. J. Jr. (1994), “Marketing patient satisfaction and service quality”, Journal of Health care Marketing, Vol. 14, No. 1, pp. 34-44.
  • Taylor, S. A., Nicholson, J.D., Milan, J. and Matinez, R.V. (1997), “Assessing the roles of service quality and customer satisfaction in the formation of the purchase intentions of Mexican consumers”, Journal of Marketing Theory and Practice, Vol. 5 No. 1, pp. 78-92.
  • Zeithaml, V.A, Berry, L. and Parasuraman, A. (1996), “The behavioural consequences of Service Quality”, Journal of Marketing, Vol. 60 No. 2, pp. 31-46.
  • Zeithaml, V.A., Parasuraman, A. and Malhotra., A. (2000), “Service quality delivery through websites: a critical review of extant knowledge”, Journal of the Academy of Marketing Science, Vol.30 No.4, pp. 362-75.

Abstract Views: 580

PDF Views: 0




  • Service Quality Perceptions, Customer Satisfaction and Behavioral Intentions in Organized Retailing

Abstract Views: 580  |  PDF Views: 0

Authors

Sam Thomas
Cochin University Of Science And Technology, Kerala, India
Milna Susan Joseph
Cochin University Of Science And Technology, Kerala, India

Abstract


Retail landscape is undergoing dramatic changes with the emergence of large format retail stores providing extensive product ranges and an ideal shopping experience. In such a novel environment, it is the quality of service that acts as the differentiating factor and drives the customer forward. The aim of the study was to investigate the relationships among service quality, customer satisfaction and their impact on behavioral intentions in the context of organized retailing. The study proposed and validated a structural model linking service quality, customer satisfaction and behavioral intentions for customers of modern retail stores. The hypothesized model was examined on a sample of young consumers who frequently shop from different formats of modern retail and structural equation modeling was applied to test the proposed relationships. The analysis revealed that service quality plays a direct role in enhancing customer’s behavioral intentions as well as an indirect role through customer satisfaction acting as the mediator variable. The study also validated the dimensions of retail service quality namely physical aspects, reliability, personal interaction, problem solving and policy in the Indian context. The degree of influence of these variables varied. Among the five factors, personal interaction achieved strongest association with the overall service quality perception, followed by reliability and problem solving. It is evident that effective customer-employee interactions influence the customer’s overall evaluation of retail service quality.

Keywords


Behavioral Intention, Customer Satisfaction, Organized Retailing and Retail Service Quality.

References