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ABSTRACT: Service quality is the major strategic tool for business sustainability in today’s competitive global market place. Enterprises which provide high service quality can increase their profitability with increasing their customer’s satisfaction. Service quality and customer satisfaction have an increasing importance in modern retailing which is shaped by intense competition. Retailer firms which operate in this market have to focus on service quality and customer satisfaction in order to continue to their business activities. The aim of this study is to determine the dimensions of supermarket services quality and explore the relationship between perceived supermarket service quality and customer satisfaction and behavioral intention. It was empirically examined the relationship among perceived services quality, customer satisfaction and behavioral intention to supermarket by using structural equation modeling approach. The results of the study show the validity the five dimensional structure of original SERVQUAL scale which consists of tangible factors, reliability, responsibility, assurance and empathy. In addition, perceived service quality has positive impacts on both behavioral intention and customer satisfaction. It was expected to contribute to Turkish literature by testing the validity and reliability of five dimensional SERVQUAL to determine the effect of perceived service quality on customer satisfaction and behavioral intentions in the supermarkets. It was also planned to provide specific and scientific knowledge for supermarket managers which they may need to develop strategies and applications in order to establish customer loyalty.
Ege Academic Review. 01/2008;