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

Service quality in retailing: relative efficiency of alternative measurement scales for different... 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 http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

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

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0959-0552
DOI
10.1108/09590550010315106
Publisher site
See Article on Publisher Site

Abstract

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

Journal

International Journal of Retail & Distribution ManagementEmerald Publishing

Published: Mar 1, 2000

Keywords: Service quality; Singapore; Supermarkets; Consumer goods

References

  • Improving the measurement of service quality
    Brown, T.J.; Churchill, G.A.; Peter, J.P.

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