Service Quality Dimensions of Retailing - A Study on Retail Chain Stores in Chittagong

Service quality is a critical component of customer perceptions about the service. The performance and quality parameters of any service are dependent on customer expectations and how efficiently and satisfactorily the service firm is able to serve its customers. This study employs the SERVQUAL method to study service quality aspects of retail stores in Chittagong, Bangladesh. The traditional quality dimensions for assessing the service quality have been modified to assess the customers’ service needs and satisfaction in the retail sector. The results showed that a high positive correlation existed between various service dimensions, and that customers’ evaluation of service quality was more or less similar across different age groups. This study aims at identifying components of retail service quality in retail chain store in Chittagong. A survey of 412 shoppers in various retail chain store in Chittagong has resulted that service quality of retain chain store composes of 5 dominant factors namely Tangibility, Reliability, Assurance, Responsiveness and Empathy. Keywords: SERVQUAL; Retailer; Interactions; Behavior; Retailing