Relationship between Service Quality and Customer Satisfaction in Hypermarkets of Saudi Arabia

Abstract

The objective of this study is to determine the perception of retail service quality and its relationship with satisfaction for customers of hypermarkets in the Kingdom of Saudi Arabia (KSA). Data was collected through self-administered questionnaires using convenience sampling technique. Out of 220 responses, 185 were finally chosen and analyzed for descriptive statistics as well as significant relationship between hypermarket service quality and customer satisfaction. The respondents reported high levels of perceived quality and significant relationship was found between retail service quality dimensions and customer satisfaction. Out of all the dimensions of service quality, physical aspects had the maximum effect on customer satisfaction, which was attributed to the cultural traits and lifestyle of Saudi society. Retail service providers need to recognize the importance of service quality dimensions in order of their significance, and implement appropriate strategy for competitive advantage over domestic and international players vying for share of an expanding consumer base.

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