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1. Introduction
Measuring service quality is an interesting task
because
of
its
distinctive
characteristics:
Intangibility, heterogeneity, inseparability and
perishability (Buttle, 1996) [1]. Service quality is
about the concepts of perceptions and expectations of
service (Parasuraman et al., 1985, 1988) [2] .
Customers perceptions of service are the result of a
comparison of the expectations of services with the
actual-service experience. When perceptions exceed
expectations the service has resulted in consumer
surplus; it is adequate, when it just equals with the
expectations; the service will be said as bad, poor or
insufficient, when it does not meet their expectations
and has led to customer frustration (Gitomer, 1998)
[3].
Based on this perspective, Parasuraman et al.
developed a scale for measuring service quality,
which is well known as SERVQUAL. This scale
operationalises service quality by calculating the
difference between Expectations and Experiences of
the respondents in five major places in Tamilnadu,
evaluating both in relation to the 22 items that
2. Literature Review
It is a universal fact that customer satisfaction is
the base for repeated purchase. For example, when
customers perceive a good product or service, each
one of them will typically share their experience few
people in their circle. It is a fact that nearly one-half
of Indians business is built upon this informal,
word-of-mouth communication. Improvement in
customer retention by even a few percentage points
can increase profits by 25 percent or more [5]. The
University of Michigan found that for every
percentage increase in customer satisfaction, there is
an average increase of 2.37% of return on investment
[6]. Most people praise the businesses that service
them the way they like to be serviced; they will even
pay more for that service.
Page 458
5. Research Objectives
In accordance with the study, the research
encompasses the following objective:
a.
6. Methodology
Research study is descriptive in nature. A
descriptive describes the study systematically,
methodologically, rationally and ethically utilizing
opinion, behaviour and its relevance to the
phenomenon being studied [8].
SERVQUAL is calculated using the SERVQUAL
model. A structured questionnaire was constructed
taking into account SERVQUAL dimensions such as
Tangibles, Reliability, Responsiveness, Assurance,
Empathy and demographics. Convenience sampling
Method is employed. The questionnaire is collected
from the 542 people who have grocery shopping
experience.
Sl.No.
Constructs
Tangibility
Reliability
Responsiveness
Assurance
Empathy
Average Gap
score of the
Construct
1.29244
1.44465
-1.4774
1.48293
1.49594
SERVQUAL =
Average
Weight
totalling
to 100
Weight
for
Score1=
Average
weight/
100
Weighted
Average
of
the
Construct
19.04059
0.190406
-0.24609
23.67159
0.236716
-0.34197
21.64022
0.216402
-0.31971
19.46679
0.194668
-0.28868
16.18081
0.161808
-0.24206
Weighted Average of
the Construct/5
-0.2877
Servqual score of a
Respondent
No. of
Respondent
Respondent
s (%)
-1 to -0.75
32
5.90%
-0.75 to -0.5
109
20.11%
-0.5 to -0.25
142
26.20%
-0.25 to 0
177
32.66%
0 to 0.25
75
13.84%
0.25 to 0.5
1.29%
Grand Total
542
100.00%
Sig.
.000
.000
.000
df Sig.
4 .942
1 .926
1 .645
1 .754
1 .573
1 .036
3 .010
1 .001
1 .011
1 .041
5 .009
Exp(B)
.972
.867
1.112
.842
1.706
2.840
2.012
1.793
Page 460
.425
.515
.369
.449
.451
.110
.553
7.170
6.696
1.144
6.992
1.621
1
1
1
1
1
1
.457 .729
.007 .252
.010 .385
.285 .619
.008 .304
.203 1.151
a.
.132
.245 1 .621 1.067
.094 6.758 1 .009 1.278
.608 9.827 1 .002 .149
b.
c.
d.
e.
9. References
[1]
[2]
[3]
[4]
[5]
[6]
[7]
[8]
[9]
[10]
[11]
[12]
[13]
Appendices
Appendix A
Predicted group * Will you wait to purchase when
they are opening the store/yet to open in the
Morning? * Gender Cross tabulation
Will you wait
to
purchase
during opening
hours?
Gender
Male
Predicted group No
Yes al
74
239
36
52
88
5
Yes
Tot
No
16
Total
20
1
Female
Predicted group No
14
5
Yes
9
15
Total
4
Total Predicted group No
31
0
Yes
45
35
Total
5
126
327
53
198
17
61
215
127
437
60
105
187
542
Appendix B
Predicted group * Will you wait to purchase when
they are opening the store/yet to open in the
Morning? * Education Cross tabulation
Will
you
wait
to
purchase
during
opening
hours?
Education
No Yes Total
12th grade or Predicted No
22
15
37
less
group
Yes 21
31
52
Total
43
46
89
Predicted No
76
39 115
Graduate
group
Yes 14
22
36
Total
90
61 151
Post-Graduate Predicted No
67
32
99
Degree and
group
Yes 8
7
15
Higher
Total
75
39 114
Professional
Predicted No 145
41 186
Degree
group
Yes 2
0
2
Total
147
41 188
Total
Predicte No
12
310
437
d group
7
Yes 45
60 105
Total
18
355
542
7
Appendix C
Predicted group * Will you wait to purchase when
they are opening the store/yet to open in the
Morning? * Occupation Cross tabulation
Will you
wait
During
opening
hours
Ye Tota
Occupation
No s
l
Business
- Predicte No 10
9
19
Trading,
Own d group Ye
25 36
61
Manufacturing
s
Total
35 45
80
Government
Predicte No 51 10
61
Sector
d group Ye
0
1
1
s
Page 462
Total
Predicte
d group
51
14
0
11
62
No
56
196
Ye
s
13
64
209
25
73
52
30
82
51
16
67
51
10
16
11
67
21
11
10
21
21
31
0
21
12
7
42
No
Ye
s
45
60
105
35
5
18
7
542
Total
Homemaker/Hous
e Wife
Student
Professionals
Total
Predicte
d group
Total
Predicte
d group
Total
Predicte
d group
Total
Predicte
d group
Total
No
Ye
s
No
No
Ye
s
14
5
48
437
Appendix D
Predicted group * Will you wait to purchase when
they are opening the store/yet to open in the
Morning? * SERVQUAL Cross tabulation
Will you wait
to purchase
during
opening
hours
SERVQUAL
Score
No
Yes Total
-1 to
Predicted
No
29
3
32
- 0.75
group
Total
29
3
32
-0.75 to Predicted
No
71
21
92
-0.5
group
4
13
17
Yes
Total
75
34
109
-0.5 to Predicted
No
92
39
131
-0.25
group
1
10
11
Yes
Total
93
49
142
-0.25 to Predicted
No
96
42
138
0
group
28
21
49
Yes
Total
124
63
187
0
to Predicted
No
20
19
39
0.25
group
12
14
26
Yes
Total
32
33
65
0.25 to Predicted
No
2
3
5
0.5
group
0
2
2
Yes
Total
2
5
7
Total
Predicted
No
310
127
437
group
45
60
105
Yes
Total
355
187
542
Page 463