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Article
Publication date: 27 February 2009

Cheng Yu Sum and Chi Leung Hui

The purpose of this paper is to investigate which dimension of salespersons' service quality is of most importance for customer loyalty in a fashion chain stores setting…

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Abstract

Purpose

The purpose of this paper is to investigate which dimension of salespersons' service quality is of most importance for customer loyalty in a fashion chain stores setting. It also aims to assess the effects of two retail environmental factors (price level and customers' demographic variables) on the customer loyalty of salespersons service quality.

Design/methodology/approach

The study uses the SERVQUAL service quality instrument with modification in measuring the salespersons' service quality in the Hong Kong fashion retail environment. In order to measure customer loyalty in fashion chain stores, multi‐item measures were used to collect data on repatronage intentions, word‐of‐mouth intentions, and satisfaction. A total of 232 surveys were administrated to shoppers who were leaving a fashion chain store in Hong Kong.

Findings

The results showed that the empathy dimension of salesperson service quality is the most important for customer loyalty in Hong Kong's fashion chain stores but the empathy dimension of salespersons' service quality in fashion retail stores could not be affected by these two retail environmental factors. Furthermore, the salespersons' service quality in the reliability dimension is significantly impacted by the customers' demographic characteristics, but not by price level set by fashion chain stores.

Research limitations/implications

The study was carried out in four popular retail districts of Hong Kong and the results obtained may not be generalized to the country as a whole. The findings that are relevant in a fashion retail setting may not applicable in other retail environments.

Originality/value

The findings can direct fashion retailers to improve the specific service dimensions and work to provide customers with more value through services which will consequently improve internal and external standards of quality and performances in fashion retail settings, thus bringing about repeat customers and increased profitability.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 13 no. 1
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 29 September 2022

Sze Ling Ng, Sajad Rezaei, Naser Valaei and Mohammad Iranmanesh

The objective of this study is to examine the drivers of retail apps satisfaction and continuance intention. An integrative theoretical framework was developed based on…

Abstract

Purpose

The objective of this study is to examine the drivers of retail apps satisfaction and continuance intention. An integrative theoretical framework was developed based on the IS success model, E-S-QUAL and expectancy and disconfirmation model to explain retail apps users’ satisfaction and continuance intention.

Design/methodology/approach

A total of 359 useable data were collected from the targeted Malaysian respondents who had experience in using retail apps services. Data were analysed using the partial least squares technique.

Findings

The results indicate that system quality and e-service quality positively influence retail apps usage satisfaction and have positive direct and indirect effects through satisfaction on continuance intention. The price level has a negative effect on retail apps usage satisfaction. Even though price level has no direct effect on continuance intention to use retail apps, it has an indirect effect on continuance intention through satisfaction.

Originality/value

Although the success of a marketing channel mainly depends on its continuance usage rather than first-time usage, few studies have paid attention to retail apps services. This study contributes to the advancement of knowledge on retail apps by explaining the roles of system quality, e-service quality and price level on retail apps satisfaction and continuance intention. Interestingly, the findings of multi-group analysis imply that female Gen Y app users are more satisfied than males while such differences do not impact their continuance intention to use the retail apps. The findings also suggested that frequency of using apps has no relevance to retail apps user satisfaction, but highly relevant to their continuance intention to use retail Apps services.

Details

Asia-Pacific Journal of Business Administration, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1757-4323

Keywords

Article
Publication date: 17 June 2021

Charles Dokcen, Vincent Obedgiu and Gideon Nkurunziza

The purpose of the study is to establish the mediating role of Perceived Service Quality on the relationship between Retail Atmospherics and Retail Store Patronage of…

Abstract

Purpose

The purpose of the study is to establish the mediating role of Perceived Service Quality on the relationship between Retail Atmospherics and Retail Store Patronage of Supermarkets in Emerging Economies using empirical evidence from Uganda.

Design/methodology/approach

The study used a cross-sectional research design and quantitative approach to understand stand the structured reality of Retail Store Patronage of supermarkets in context of emerging economies. In the context of this study, the data were drawn from Uganda's supermarkets. A sample of 1,504 customers were selected from 136,270 customers. Data was collected from supermarket customers using closed ended questionnaire. Descriptive and inferential statistics were derived to describe the behavior of customers and draw conclusions on population using sample statistics. Correlation analysis was used to establish the degree of association between the variables. Hierarchical regression was applied to assess the unique contribution of each variable; control variables-income and age, predictor variables – Retail Atmospherics and Perceived Service Quality on dependent variable – Retail Store Patronage. Mediation was done following the four-step procedures of mediation of Baron and Kenny (1986).

Findings

The results revealed significant positive relationship between Retail Atmospherics, Perceived Service Quality and Retail Store Patronage, confirming the direct hypotheses. Perceived Service Quality partially mediated the relationship between Retail Atmospherics and Retail Store Patronage. The findings depict that Retail Store Patronage is influenced directly by Retail Atmospherics and indirectly through Perceived Service Quality as a mediating variable. However, in situations where the atmospherics is good but perceived service quality is poor, Retail Store Patronage may not be fully realized.

Originality/value

The study provides information that is relevant for filling the practical and theoretical gap in the Retail Store Patronage in Ugandan supermarkets. Previous research studies investigated patronage behavior of shoppers in single retail units yet there is paucity of research on patronage behavior across different retail formats in the world. This study can be generalized and have strategic implications to developing economies that seek to grow and sustain their businesses. It points to the gaps that are normally overlooked and could lead business failure. The focus of most previous studies were on developed economies more especially Europe and America. This study in particular focused on the role of perceived service quality in the relationship between retail atmospherics and customer retail store patronage in emerging economies like Uganda as a testing ground.

Details

Journal of Contemporary Marketing Science, vol. 4 no. 1
Type: Research Article
ISSN: 2516-7480

Keywords

Article
Publication date: 29 March 2013

Arpita Khare

The objective of the research is to understand Indian consumers' definition of retail service quality with respect to small retailers and influence of hedonic and…

2988

Abstract

Purpose

The objective of the research is to understand Indian consumers' definition of retail service quality with respect to small retailers and influence of hedonic and utilitarian shopping values in determining their expectations towards small retail service quality.

Design/methodology/approach

Data were collected through a small retail store‐intercept technique in four cities of Northern India (n=386).

Findings

The results indicate that small retail service quality for Indian consumers comprises ambience, layout, and service/relationships dimensions. Hedonic and utilitarian shopping values influence consumers' service quality evaluations.

Research limitations/implications

The study did not consider demographic variables like income, education, and occupation as factors that might affect consumers' perceptions towards retail service quality.

Practical implications

The findings can help small retailers in improving their service quality by focusing on Indian consumers' hedonic and utilitarian shopping values. The research helps small retailers to combat the competitive pressures of organized retailing in the Indian retail landscape.

Originality/value

There has been limited research on understanding consumers' perceptions towards retail service quality in the Indian setting. Further, there is no research to examine Indian consumers' perceptions towards small retailers' quality attributes.

Details

Facilities, vol. 31 no. 5/6
Type: Research Article
ISSN: 0263-2772

Keywords

Article
Publication date: 30 August 2011

Jasmine Yeap Ai Leen and T. Ramayah

The purpose of this study is to validate the Retail Service Quality Scale (RSQS) developed by Dabholkar et al. in the Malaysian business setting, specifically in the

1976

Abstract

Purpose

The purpose of this study is to validate the Retail Service Quality Scale (RSQS) developed by Dabholkar et al. in the Malaysian business setting, specifically in the context of apparel specialty stores.

Design/methodology/approach

Two well‐known retail clothing store chains were selected for this study. Purposive sampling method was used, with a total of 211 responses collected from customers of all X and Y's chain stores in the northern region of Malaysia.

Findings

The paper finds that all the five dimensions: physical aspects, reliability, personal interaction, problem solving, and policy, are highly suited for measuring retail service quality in clothing stores, also proving that the instrument is applicable in the Malaysian setting. Retail service quality is furthermore associated with future consumption behaviour in terms of the customers' intention to visit, purchase and recommend the stores to others.

Research limitations/implications

The instrument is proven to be valid, reliable and appropriate for studying retail businesses that offer a mix of services and merchandise. The instrument is also applicable in another culture other than the USA, namely Malaysia.

Practical implications

Retailers can utilize the instrument for benchmarking current levels of retail service quality, carrying out periodic inspections to measure service performance and improvement, as well as to detect problematic areas of service quality within the stores that are in need of attention.

Originality/value

This research contributes to the somewhat limited studies carried out on instrument validation in Malaysia. Furthermore, the RSQS is tested in Malaysia – a country with a vibrant, dynamic retail environment and heightened consumer awareness for fashion and retail.

Article
Publication date: 10 June 2014

Marlene Amorim and Fatemeh Bashashi Saghezchi

The purpose of this paper is to investigate the existence of differences in service quality assessments across distinct retail store formats. We address customers’ quality

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Abstract

Purpose

The purpose of this paper is to investigate the existence of differences in service quality assessments across distinct retail store formats. We address customers’ quality assessments for physical aspects, personal interactions, reliability and policies dimensions in hypermarkets and supermarkets to analyse the impacts for satisfaction and loyalty.

Design/methodology/approach

The study builds on previous scales for service retail quality to develop a survey addressing customers of hypermarkets and supermarkets in Portugal. Data analysis addressed 248 complete questionnaires and involved statistical testing to explore differences in service quality expectations across retail store formats. The regression analysis was used to estimate impacts of each service quality dimension for customer satisfaction and loyalty intentions.

Findings

The results support the existence of differences in customers’ service quality assessments across retail store formats, notably for the expectations about different quality dimensions. Differences were also observed on the impacts for customer satisfaction and loyalty, in particular for the dimensions of reliability and personal interaction.

Research limitations/implications

The results suggest that managerial decisions regarding service in stores should be adjusted to the characteristics of each retail format. The generalizability of the results should be assessed by means of further investigation in other retail contexts.

Originality/value

Retail customers patronize multiple types of retail stores that compete on diverse service attributes. Building on existing service measurement scales, this paper provides a contribution to understand customer’s quality assessments across distinct store types to inform retail quality and service differentiation strategies.

Details

International Journal of Quality and Service Sciences, vol. 6 no. 2/3
Type: Research Article
ISSN: 1756-669X

Keywords

Article
Publication date: 3 August 2015

Rema Gopalan, Sreekumar . and Biswajit Satpathy

With the growing importance of service quality in Indian retail, it becomes critical for the retailers to identify the appropriate dimensions for their retail stores. In…

1621

Abstract

Purpose

With the growing importance of service quality in Indian retail, it becomes critical for the retailers to identify the appropriate dimensions for their retail stores. In the process of evaluating service quality the decision maker is often faced with ambiguities due to the imprecise information gained from the respondents. The purpose of this paper is to present an integrated fuzzy (fuzzy analytic hierarchy process (FAHP) approach to help the decision makers/retailers in practicing and judging the priorities of service quality strategies and accordingly benchmarking retail stores in Indian retail environment.

Design/methodology/approach

The study incorporated the five basic dimensions of Retail Service Quality Scale proposed by Dabholkar et al. (1996) and the FAHP approach to three leading apparel retail stores of a major city (Rourkela) of Orissa (an Indian state located in eastern part of the country) to determine the weights of criteria and sub-criteria of retail service quality.

Findings

The study identified that the dimensions, namely, personal interaction, physical aspects, reliability and policy are perceived as important by the Indian consumers. Merchandise and the store’s willingness to handle returns and exchanges emerge as the most influencing variable affecting the overall service quality of the store.

Research limitations/implications

The study was restricted to a major city of Orissa and to three apparel stores. The results obtained may not be extrapolated to the country as a whole. The authors believe that the integrated approach of FAHP could be used by a variety of service industries to evaluate the service quality. The study did not investigate switching behavior among the respondents as they had been visiting all the three apparel stores during the preceding months.

Practical implications

The integrated approach of FAHP makes an empirical contribution to the service quality and retail marketing literature by overcoming the uncertainty of concepts those are associated with human beings’ subjective judgments.

Social implications

The retailer can improve the quality of service provided by them based on the parameters important in Indian context, which will lead to higher customer satisfaction.

Originality/value

This paper can help the retail service providers to identify which of the retail service quality dimensions requires much attention to create sustainable competitive advantage.

Details

Benchmarking: An International Journal, vol. 22 no. 6
Type: Research Article
ISSN: 1463-5771

Keywords

Article
Publication date: 2 March 2015

Harsh V Verma and Ekta Duggal

Service quality is a perceptual construct that is likely to differ across industries, customer segments and markets. The purpose of this paper is to explore the construct…

Abstract

Purpose

Service quality is a perceptual construct that is likely to differ across industries, customer segments and markets. The purpose of this paper is to explore the construct of retail service quality in the Indian context, and identifies quality components as a precursor to developing a quality measure.

Design/methodology/approach

Initially, the construct comprehension was done using exploratory research involving customer depth probes and juxtaposing it with the available literature. After defining the broad contours of retail service quality and surface considerations, the study attempted to discover retail service quality dimensions by factor analyzing the collected data.

Findings

It was found that retail service quality construct is composed of seven critical dimensions – ambience and layout, salespeople, merchandise, convenience, services, prices and customer care.

Research limitations/implications

The specific quality component structure found in this study highlights the need for managers to prioritise their retail operation and marketing efforts in sync with the uncovered quality dimensions.

Originality/value

This paper explored the quality phenomenon in the Indian retail context using a bottom-up approach. This paper provides the much-needed insights to firms that are entering the Indian market on what the quality means and the components it is made up of.

Details

South Asian Journal of Global Business Research, vol. 4 no. 1
Type: Research Article
ISSN: 2045-4457

Keywords

Article
Publication date: 29 June 2010

Anupam Das, Vinod Kumar and Gour C. Saha

This research aims to examine the applicability of the Retail Service Quality Scale (RSQS) in retail stores in Kazakhstan, a country of the Commonwealth of Independent…

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Abstract

Purpose

This research aims to examine the applicability of the Retail Service Quality Scale (RSQS) in retail stores in Kazakhstan, a country of the Commonwealth of Independent States (CIS) that is in the transition stage from a controlled economy to a market economy. This research also attempts to identify the dimensions and sub‐dimensions that contribute to increasing the customer base.

Design/methodology/approach

A sample of 220 shoppers from department stores, discount stores, and supermarkets in Almaty city, Kazakhstan, was surveyed to examine the validity and reliability of the five dimensions (physical aspects, reliability, personal interaction, problem solving, and policy) and six sub‐dimensions (appearance, convenience, promises, doing‐it‐right, inspiring confidence and courteousness/helpfulness) of RSQS. The findings are cross‐validated hierarchically using confirmatory factor analysis (CFA). Step‐wise regression methods are used to identify the dimensions and sub‐dimensions contributing to increasing the customer base.

Findings

The research finds that the RSQS structure is a good fit in the Kazakhstan retail setting. The five dimensions and six sub‐dimensions together provide significant usefulness in measuring the quality of retail services. The research also finds that while all the dimensions and sub‐dimensions have a positive relationship, two dimensions (personal interaction, physical aspects) and one sub‐dimension (inspiring confidence) are strongly related to increasing the customer base through return customers and word of mouth from satisfied customers.

Research limitations/implications

The present study does not distinguish applicability of the RSQS in the different formats of the retail store. Future research should examine the impact of the different retail formats in using the scale for measuring retail service quality.

Practical implications

Prospective and existing retail service providers who place a high priority on quality can use this instrument to track the high growth potential of the retail sector in CIS countries. It will help to measure their services and increase their customer base by targeting the appropriate dimensions and sub‐dimensions.

Originality/value

The authors believe that this research reveals new insights about the retail sector in the context of CIS countries. This research also has managerial and research implications for designing and formulating operations strategy in providing retail services for new markets.

Details

International Journal of Quality & Reliability Management, vol. 27 no. 6
Type: Research Article
ISSN: 0265-671X

Keywords

Article
Publication date: 1 September 2006

Brent McKenzie

To present the empirical findings of two qualitative studies of Estonian consumers and how they interpret and perceive retail service quality.

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Abstract

Purpose

To present the empirical findings of two qualitative studies of Estonian consumers and how they interpret and perceive retail service quality.

Design/methodology/approach

The two qualitative techniques were critical incident technique (CIT) and focus groups. For the CIT study, an e‐mail survey was administered. Respondents of both good and bad examples of retail service were collected. For the focus group studies, six sessions were held, three in Tallinn and three in Tartu. All findings were compiled and analysed within the framework of retail service drivers.

Findings

Retail service quality is a relevant construct for examination in Estonia. There is an expectation by consumers to exert their own sense of shopping capabilities. There is an expectation that selling staff need to be authoritative, and to show consideration to the consumer through acts of politeness and courtesy. Also there is an expectation that policies exist to make things right when a problem occurs.

Research limitations/implications

The findings are limited within the potentially confounding effects of other consumer‐specific shopping variables. These effects were minimised through the use of multiple qualitative methods.

Practical implications

Within Estonia, there is a need for a greater understanding of retail consumer behaviour theory and practice, rather than mere consumer data gathering. Estonian consumers may be willing to accept a degree of responsibility in making product choices and should not expect the retailer to play a role in ensuring that occurs, but there is also an expectation that the retailer should take responsibility for correcting problems that are within their control, and that those responsibilities should be formalised and communicated.

Originality/value

As the retail sector continues to develop in terms of both retail brand and retail format choice in countries such as Estonia, there is a need for a greater understanding of retail consumer behaviour theory and practice rather than mere consumer data gathering. This study has presented one such example.

Details

Baltic Journal of Management, vol. 1 no. 3
Type: Research Article
ISSN: 1746-5265

Keywords

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