Using a Modified SERVQUAL Approach to Assess the Quality of Supply Chain Services in Greek Online Supermarkets

Abstract

Background: The purpose of this paper is to study customer satisfaction concerning orders from online supermarkets, which have recently boomed to fulfil the increased needs of customers during the COVID-19 pandemic. The service quality, as well as aspects of the logistics efficiency, are being examined, and the gaps between the expectations of people using these services and their perceptions about the received services are being evaluated. Methods: A modified approach of the well-known model SERVQUAL is suggested and used in the case of Greek online supermarkets. Thus, an initial contribution of this paper is the formulation of a framework which can be used to assess the quality of B2C logistics services. Results: The results show that customers’ expectations are exceeding their experiential perceptions in all the examined fields, and therefore there is room for substantial improvement. The study identified areas in which supermarkets’ online shops are close to meeting customer expectations and areas in which they fall far short. Conclusions: Competition is expected to become more intense and efficient supply chains that provide services of high quality will have a determinant role to play. Moreover, online supermarkets will have to rethink of their omni-channel structures to maintain and increase their market share. This is of particular importance during turbulent times such as the ones we are experiencing now.

A 3-Dimensional Frame of Reference for Prevention of Risk in Supply Chain

“…Another study using the SERV-QUAL model examined the relationship between service quality and customer satisfaction at 3-star hotels in Vietnam and identified four important factors that have a significant impact on customer satisfaction: empathy, reliability, responsiveness, and assurance (Minh and Matsui 2015). The SERVQUAL model has been applied in many different fields with various results related to service quality factors that affect customer satisfaction (Hsu and Chen 2021;Sumi and Kabir 2021;Peštović et al 2021;Menezes et al 2020;Mitropoulou and Tsoulfas 2021;Goula et al 2021;Wetzel and Hofmann 2020). Therefore, it is necessary to measure and assess supermarkets' service quality to suggest solutions for their sustainable development.…”

Service quality dimensions in the manufacturer–distributor dyadic relationship: manufacturer-to-distributor context

“…Service quality holds a direct and positive relationship with channel cooperation, engagement, channel satisfaction, commitment and revenue, and it can reduce channel conflict and friction (Gurău, 2003; Mitropoulou and Tsoulfas, 2021; Parmata et al. , 2016; Sett et al.…”

“…Service quality holds a direct and positive relationship with channel cooperation, engagement, channel satisfaction, commitment and revenue, and it can reduce channel conflict and friction (Gur au, 2003;Mitropoulou and Tsoulfas, 2021;Parmata et al, 2016;Sett et al, 2020). Manufacturers need to focus on the acceptance of services across the value chain in order to ensure consumers' acceptability of the product or services offered (Vaittinen et al, 2019).…”