Validation of a measurement scale of service quality, image, customer satisfaction and loyalty in traditional trade
The retail industry’s ability to create satisfactory experiences for consumers remains to a considerable degree in the hands of management and retail staff. This research’s central purpose was to validate an instrument that assesses the perceived quality of service, brand image, customer satisfaction and loyalty to traditional retail stores in Portugal. The findings suggest that the scale’s 28 items can be grouped into four main dimensions and applied to Portuguese traditional retail businesses with good results. In addition, this questionnaire can be a useful tool for traditional retail stores seeking to understand customers’ perceptions. The assessment scale also facilitates the ongoing search for customer satisfaction and loyalty by revealing their drivers and moving traditional trade further along the path towards quality service and better brand image. These strategies, in turn, are reflected in excellent organisational performance and higher profitability.
Abd-El-Salam, E. M., Shawky, A. Y., & El-Nahas, T. (2013). The impact of corporate image and reputation on service quality, customer satisfaction and customer loyalty: testing the mediating role. Case analysis in an international service company. Journal of Business and Retail Management Research, 8(1), 130-153.
Al Khattab, S. A., & Aldehayyat, J. S. (2012). Perceptions of Service Quality in Jordanian Hotels. International Journal of Business and Management, 6(7), pp. 226-233.
Besharov, D. J., Barabashev, A., Baehler, K., & Klerman, J. A. (2013). Improving the quality of public services: A multinational conferen¬ce on public management. Journal of Policy Analysis and Management, 32(1), 204-210.
Bolton, R., & Drew, J. (1991). A multistage model of customer’s assessments of service quality and value. Journal of Consumer Research, 17(4), 375–384.
Cronin, J., & Taylor, S. (1992). Measuring service quality: a reexamination and extension. Journal of Marketing, 56(3), 55-68.
Cronin, J., & Taylor, S. (1994). SERVPERF versus SERVQUAL: Reconciling performance-based and perceptions-minus-expectations measurement of service quality. Journal of Marketing, 58, 125-131.
Dabholkar, P., Shepherd, C., & Thorpe, D. (2000). A comprehensive framework for service quality: An investigation of critical conceptual and measurement issues through a longitudinal study. Journal of Retailing, 76(2), 139-173.
Dabholkar, P., Thorpe, D. I., & Rentz, J. O. (1996). A measure of service quality for retail stores: Scale development and validation. Journal of the Academy of Marketing Science, 24(1), 3-16.
Disfani, O., Mantrala, M., Yusta, A., & Ruiz, M. (2017). The impact of retail store format on the satisfaction-loyalty link: An empirical investigation. Journal of Business Research, 77, 14-22.
Durvasula, S., & Lysonski, S. (2010). Diagnosing service quality in retailing: the case of Singapore. Journal International Business and Entreprenurship Development, 5(1), 2-17.
Ekinci, Y., Dawes, P., & Massey, G. (2008). An extended model of the antecedents and consequences of consumer satisfaction for hospitality service. European Journal of Marketing, 42(1/2), 33-68.
Gibson, C. B. (2003). Quality of team servi¬ce: the of field independent culture, quality orientation and quality improvement focus. Small Group Research, 34(5), 619-646.
Gronroos, C. (1995). Relationship marketing: the strategy continuum. Journal of the Academy of Marketing Science, 23(4), 252-254.
Gronroos, C. (2009). Marketing: gerencia¬mento e serviços. 3.ª Ed. Rio de Janeiro: Editora Campus.
Hackl, P., & Westlund, A. (2000). On structural equation modeling for customer satisfaction measurement. Total Quality Management, 11(4/5/6), 820–825.
Hill, M., & Hill, A. (2009). Investigação por questionário. Lisboa: Edições Sílabo.
Hu, H.-H, Kandampully, J., & Juwaheer, T. D. (2009). Relationships and impacts of service quality, perceived value, customer satisfaction, and image: an empirical study. The Service Industries Journal, 29(2), 111-125.
Khare, A., Parveen, C., & Rai, R. (2010). Retailer behavior as determinant of service quality in Indian retailing. Journal of Retail & Leisure Property, 9(4), 303-317.
Kotler, P., & Keller, K. L. (2013). Administração de marketing. 14. ed. São Paulo: Pearson.
Kotler, P. (2005). Principles of Marketing. Edition illustrated. Financial Times Prentice Hall.
Lang, B., (2011). How word of mouth communication varies across service encounters. Management Servive Quality, 21(6), 583–598.
Liang, R., & Zhang, J. (2012). The effect of service interaction orientation on customer satisfaction and behavioral intention: the moderating effect of dining frequency. Asia Pacific Journal of Marketing and Logistics, 24(1), 153-170.
Maroco, J. (2010). Análise estatística com utilização do SPSS (3. ed.). Lisbon, Portugal: Edições Sílabo
Martinelli, E., & Balboni, B. (2012). Retail service quality as a key activator of grocery store loyalty. The Service Industries Journal, 32(14), 2233-2247.
McDougall, G., & Levesque, T. (2000). Customer satisfaction with services: Putting perceived value into the equation. Journal of Services Marketing, 14(5), 392–410.
Mohsin, A. & Lockyer, T. (2009). Consumer perceptions of service quality in luxury hotels in New Delhi, India: an exploratory study. International Journa of Contemporary Hospitality Management, 22(2), 160-173.
Nadiri, H., & Gunay, N. (2013). An emperical study to diagnose the outcomes of customers' experiences in trendy coffee shops. Journal of Business Economics and Management, 14(1), 22-53.
Nadiri, H., & Hussain, K. (2005). Perceptions of service quality in North Cyprus hotels. International Journal of Contemporary Hospitality Management, 17(6/7), 469-480.
Nikhashemia, S. R., Tarofderb, A. K., Gaura, S. S., & Haque, A. (2016). The Effect of Customers’ Perceived Value of Retail Store on Relationship between Store Attribute and Customer Brand Loyalty: Some Insights from Malaysia. Fifth International Conference On Marketing And Retailing.
Oh, H. (1999). Service quality, customer satisfaction, and customer value: A holistic perspective. International Journal of Hospitality Management, 18(1), 67-82.
Oliver, L. (1999). Whence consumer loyalty? Journal of Marketing, 63 (4), 33-44.
Paladini, E. P. (2002). Avaliação estratégica da qualidade. São Paulo: Atlas.
Parasuraman, A., Berry, L.L., & Zeithaml, V.A. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 67(4), 420–450.
Parasuraman, A., Zeithaml, V., & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Ravald, A., & Gronroos, C. (1996). The value concept and relationship marketing. European Journal of Marketing, 30(2), 19–30.
Ryu, K., Han, H., & Kim, T.-H. (2008). The relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions. Management Hospitality, 27, 459-469.
Simmers, C., & Keith, N. (2015). Measuring retail store service quality: the disparity between the retail service quality Scale (RSQS) and Comment Cards. International Academy of Marketing Studies Journal, 19(2), 117-126.
Sirohi, N., McLaughlin, E. W., & Wittink, D. R. (1998). A model of consumer perceptions and store loyalty intentions for a supermarket retailer. Journal of Retailing, 74(2), 223-245.
Stathopoulou, A., & Balabanis, G. (2016). The effects of loyalty programs on customer satisfaction, trust, and loyalty toward high-and low-end fashion retailers. Journal of Business Research, 69(12), 5801-5808.
Tang, Y., Stanworth, J., Chen, W., Huang, S., & Wu, H. (2015). Toward a measure of Chinese hypermarkt retail service quality. Total Quality Management, 26(3), 327-338.
Téboul, J. (1999). A era dos serviços: uma nova abordagem ao gerenciamento. Rio de Janeiro: Qualitymark.
Veloso, C., Ribeiro, H., Alves, S., & Fernandes, P. (2017). Determinants of Customer Satisfaction and Loyalty in the Traditional Retail Service. Economic and Social Development Book of Proceedings, 470-485.
Veloso, C., Magueta, D., Fernandes, P., & Ribeiro, H. (2017). The Effects of Customer Satisfaction, Service Quality and Perceived Value on Behavioural Intentions in Retail Industry, in Economic and Social Development. 23rd International Scientific Conference on Economic and Social Development, Madrid, 15-16 September 2017, Book of Proceedings, 330-342.
Wu, J., Lin, Y., & Hsu, F. (2011). An empirical analysis of synthesizing the effects of service quality, perceived value, corporate image and customer satisfaction on behavioral intentions in the transport industry: a case of Taiwan high-speed rail. Innovative Marketing, 7(3), 80-100.
Yu, W., & Ramanathan, R. (2012). Retail service quality, corporate image and behavioural intentions: the mediating effects of customer satisfaction. The International Review of Retail, Distribution and Consumer Research, 22(5), 485-505.
Yuen, E. F., & Chan, S. S. (2010). The Effect of Retail Service Quality and Product Quality on Customer. Journal of Database Marketing & Customer Strategy Management, Volume 17(3), 222-240.
Zakaria, I., Rahman, B. A., Othman, A. K., Yunus, N. A. M., Dzulkipli, M. R., & Osman, M. A. F. (2014). The relationship between loyalty program, customer satisfaction and customer loyalty in retail industry: A case study. Procedia-Social and Behavioral Sciences, 129, 23-30.
Zaibaf, M., Taherikia, F., & Fakharian, M. (2013). Effect of perceived service quality on customer satisfaction in hospitality industry: Gronroos’ service quality model development. Journal of Hospitality Marketing & Management, 22(5), 409-504.
Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: A means-end model andsynthesis of evidence. Journal of Marketing, 52(3), 2–22.
Zeithaml, V., Berry, L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.
Zeithaml, V., Parasuraman, A., & Berry, L. (1990). Delivering Quality Service. New York: The Free Press.
Zhang, X., & Prybutok, V. (2005). A Consumer Perspective of E-Service Quality. IEEE Transactions on Engineering Management, 52(4), 461-477.
Copyright (c) 2019 Tourism & Management Studies
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.