The influence of service quality on customer satisfaction at a selected food retailer in Durban

Abstract

In today’s competitive retail environment, many retailers need to develop strategies to compete. The current marketplace has become more competitive and customers are continually expecting retailers to match or exceed their expectations. Retailers should ensure that their service strategies are customised to meet the expectations of customers. In order for supermarkets to retain customers, they need to deliver exceptional service. Superior service quality and customer satisfaction must be promoted and maintained in order for the retailer to be the retailer of choice. The aim of this study was to evaluate service quality and the influence it has on customer satisfaction at a selected food retailer in Durban. A quantitative study was conducted in the form of a descriptive survey. The SERVQUAL instrument was used to assess customers’ expectations and perceptions of customer satisfaction. The quality dimensions included tangibles, reliability, responsiveness, assurance and empathy. A sample of 400 respondents were surveyed using the SERVQUAL questionnaire. Self-administered questionnaires were distributed amongst participants. The respondents were selected using non-probability sampling, within which convenience sampling was applied. The findings revealed that a majority of respondents were generally satisfied with the quality of services offered by the selected retailer. The results showed no significant difference between customers’ expectations and their perceptions. Although these gaps were relatively small, they are important in highlighting areas for improvement. Therefore, it is recommended that the selected retailer should continue to uphold service quality as customers are the key to a successful retailer. Best practices should be considered to guarantee that customers are satisfied at all times. Providing superior customer service can give a retailer a competitive advantage.