A Comparative Analysis of the Relative Importance of Service Quality for Two UK Grocery Retailers

Abstract

This article identifies the relative importance of service quality across two grocery store formats. Research to date, indicates that within the grocery sector, customers expect value for money in terms of product quality, nutritional value and service quality. If these attributes are met in relation to the customers' perceived risk, it is more likely that customer satisfaction and retention will occur. In difficult competitive, social and economic circumstances, some sources indicate that there will be a trading down in customer shopping habits, with more customers expecting higher levels of service provision across a wider range of store formats, including the discounters. This study examines the relative importance of service quality for a quality-led retailer, compared to a discounter. Quantitative and qualitative research was carried out to obtain both a demand and supply-side perspective. Research findings demonstrate that despite the fact that consumer expectations are rising in relation to the overall shopping experience, distinctions in relation to customers' expectations between the levels of service provided across quality-led stores, compared to discounters, is still evident.

Demand pull and technology push perspective in technology-based innovations for the points of sale: The retailers evaluation

“…According to recent works, retail environment is changing due to increasing competition and consumers' demand with greater expectations (Ryding, 2011). Past studies showed how the current retailers' strategies towards the usage of advanced technologies in the points of sale do not satisfy totally consumers' expectations (Pantano and Viassone, 2012).…”

“…Past studies showed how the current retailers' strategies towards the usage of advanced technologies in the points of sale do not satisfy totally consumers' expectations (Pantano and Viassone, 2012). Therefore, understanding what consumers expect by designing the service that fits the expectations and delivering this service allows retailers to fulfill the gap between clients' expectations and effective perception of the service with benefits for satisfaction and loyalty (Ryding, 2011). Concerning advanced technologies in retailing, consumers mainly expect that these ones will improve their shopping activities, by providing new tools, services and functions for saving time while purchasing (Pantano and Viassone, 2012).…”

“…In fact, consumers create their beliefs about a product, brand, service, etc. by comparing it to their initial expectations (Ryding, 2011). For instance, the expectation confirmation model has been developed for deeply investigating consumers' satisfaction and repeat decision towards a new technology (Bhattacherjee, 2001;Min and Shenghua, 2007).…”

“…Expectations represent the wished level of performance (Ryding, 2011). In fact, consumers create their beliefs about a product, brand, service, etc.…”