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Service quality in retailing: relative efficiency of alternative measurement scales for different product‐service environments

Subhash C. Mehta (Associate Professor in the Department of Marketing, National University of Singapore, Singapore)
Ashok K. Lalwani (Lecturer in the School of Business, Temasek Polytechnic, Singapore)
Soon Li Han (Senior Trade Officer at the Singapore Trade Development Board, Singapore)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 1 March 2000

Abstract

Current measures of service quality do not effectively capture customers’ perceptions of service quality for different types of retail stores. Explores the usefulness of SERVPERF, the perceptions component of SERVQUAL and a retail service quality scale (the DTR scale) in measuring the service quality of different product‐service retail environments. Specifically, investigates the relative performance of two scales measuring the service quality of retailers where goods purchase is the primary focus, against another where both goods and services are equally important. Results showed that the DTR scale was superior within the context of a “more goods and less services” environment, i.e. a supermarket, while SERVPERF was better for a retailing context where the service element becomes more important, i.e. an electronic goods retailer. This modified scale measured the service quality of an electronic goods retailer more effectively than either the DTR scale or the SERVPERF. Implications for retailers are discussed

Keywords

Citation

Mehta, S.C., Lalwani, A.K. and Li Han, S. (2000), "Service quality in retailing: relative efficiency of alternative measurement scales for different product‐service environments", International Journal of Retail & Distribution Management, Vol. 28 No. 2, pp. 62-72. https://doi.org/10.1108/09590550010315106

Publisher

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MCB UP Ltd

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