Examining the effect of retail service quality dimensions on customer satisfaction and loyalty: The case of the supermarket shopper

Abstract

Examining the effect of retail service quality dimensions on customer satisfaction and loyalty: Purpose: Post Apartheid, the South African supermarket sector has rapidly increased in size and stature, yet customer satisfaction and fostering goodwill don't appear to have kept pace with growth. This 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.Design/methodology/approach: A survey approach was used to collect data from 307 respondents within a major metro pole area, as well as through an online interface. This was used to test our path model using Partial Least Squares (PLS) analysis. Findings:The results from the analysis concluded that two constructs, namely Physical Aspects and Personal Interaction, had a direct relationship with Customer Satisfaction. Customer satisfaction was also confirmed to be positively linked to store loyalty. Originality/Value:This research uncovers which aspects of service are most coveted by consumers in an emerging market context, as well as their effect on generating repeat business. If supermarket chains are to move beyond mere profit generation and build meaningful relationships with customers, they would best be advised to focus on the attributes of service that have a direct bearing on customer satisfaction and, in turn, long-term repeat patronage.

Retailer Service Quality and Customer Loyalty: Empirical Evidence in Vietnam

“…This finding is supported by many studies such as Trang (2007) in Vietnam, Caruana (2002 in Malta, Wong & Sohal (2002) in Australia, Bloemer et al (1998) in Belgium, Ponirin et al (2009) in Indonesia, Beneke et al (2012) in South Africa, Kitapci (2013) in Turkey.…”

“…Especially, Personal Interaction and Physical Aspects are two factors which express the strongest impact. This is also highlighted in the study by Beneke J. et al (2012) in South Africa. In addition, this finding is also supported by Olgun Kitapci (2013) in Turkey which stated that assurance, empathy, tangibility, and responsiveness, are factors that stress positive linkage with customer satisfaction, which in turn is positively related to customer loyalty, and by Wong, A. and Sohal, A.…”

“…The linkage between retail service quality and customer loyalty have been demonstrated by several previous studies such as Kitapci (2013), Beneke et al (2012), Caruana (2002.…”

The Impact of Customer Relationship Management on Long-term Customers’ Loyalty in the Palestinian Banking Industry

“…There are several dimensions of long-term customers' loyalty, including (1) effective and (2) logical commitment (Kitapci et al, 2013), (3) decreased loyalty to competitors (Lawfer, 2014;Burke, 2015;Martinez & Del Bosque, 2013), and (4) repurchase (Beneke et al, 2012;Sachs, 2013). Other dimensions of loyalty include (5) positive word of mouth (Lowenstein, 2014) and (6) purchase of other services or products from the organization (Evanschitzky et al, 2012).…”

The Effect of Kiosks Service Quality and Kiosk Product Quality on Customer Satisfaction

“…This study adapts retail service quality (Beneke, Hayworth, Hobson, & Mia, 2012;Dabholkar, Thorpe, & Rentz, 1996) that include five dimensions to define the definition. Five dimensions are following.…”