Browsing Masters Dissertations by Authors
Is the SERVQUAL questionnaire a capable and reliable instrument for measuring service quality in a retail supermarket context?Weston, Pippa; Dayarathna, Sarath (University of Chester, 2009-06)During the last two decades, efforts have been made to understand the criteria and attributes customers use to evaluate service quality, by measuring the perceived service quality using the SERVQUAL instrument in various industries. This dissertation evaluates the criteria and attributes customers use to evaluate service quality in a retail supermarket context, the connection between good perceived service quality with customer satisfaction and repeat patronage, and the capabilities and limitations of the three column format SERVQUAL instrument in measuring service quality in a retail supermarket context. It concludes that the three column format SERVQUAL questionnaire is capable of identifying the service quality shortfalls by measuring the customers desired, adequate and perception of service quality. However, it raises the questions of validity and reliability of the questionnaire for measuring the service quality as a gap score between 'Desired' and 'Perceived' quality due to a psychometric problem; hence the identification of a requirement for a carefully modified single scale measurement to overcome it. Finally, it acknowledges the possibilities of future research for developing a hybrid version (combination of Nordic and American perspectives) of a retail supermarket specific service quality measuring instrument using industry specific attributes.