Service quality in retailing: relative efficiency of alternative measurement scales for different product-service environments

Current measures of service quality do not effectively capture customers' perceptions of service quality for different types of retail stores. Explores the usefulness of SERVPERF, the perceptions component of SERVQUAL and a retail service quality scale (the DTR scale) in measuring the service q...

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Bibliographic Details
Published in:International journal of retail & distribution management 2000-03, Vol.28 (2), p.62-72
Main Authors: Mehta, Subhash C, Lalwani, Ashok K, Li Han, Soon
Format: Article
Language:English
Subjects:
Competition
Customer services
Marketing
Problem solving
Qualitative research
Quality of service
Repair & maintenance services
Retail stores
Retailing industry
Sales
Shopping
Supermarkets
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Summary:Current measures of service quality do not effectively capture customers' perceptions of service quality for different types of retail stores. Explores the usefulness of SERVPERF, the perceptions component of SERVQUAL and a retail service quality scale (the DTR scale) in measuring the service quality of different product-service retail environments. Specifically, investigates the relative performance of two scales measuring the service quality of retailers where goods purchase is the primary focus, against another where both goods and services are equally important. Results showed that the DTR scale was superior within the context of a "more goods and less services" environment, i.e. a supermarket, while SERVPERF was better for a retailing context where the service element becomes more important, i.e. an electronic goods retailer. This modified scale measured the service quality of an electronic goods retailer more effectively than either the DTR scale or the SERVPERF. Implications for retailers are discussed
ISSN:0959-0552
1758-6690
DOI:10.1108/09590550010315106