Impact of Service Quality on Customer Satisfaction: Evidence from A Mini Supermarket

Rtla De Silva, Ekanayake Tp, Karunasekara Hpdsn, Wijerathne Wgal and Wdh De Mel
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Rtla De Silva: Department of Management and Finance, Faculty of Management, Social Sciences and Humanities, General Sir John Kotelawala Defence University, Sri Lanka
Ekanayake Tp: Department of Management and Finance, Faculty of Management, Social Sciences and Humanities, General Sir John Kotelawala Defence University, Sri Lanka
Karunasekara Hpdsn: Department of Management and Finance, Faculty of Management, Social Sciences and Humanities, General Sir John Kotelawala Defence University, Sri Lanka
Wijerathne Wgal: Department of Management and Finance, Faculty of Management, Social Sciences and Humanities, General Sir John Kotelawala Defence University, Sri Lanka
Wdh De Mel: Department of Management and Finance, Faculty of Management, Social Sciences and Humanities, General Sir John Kotelawala Defence University, Sri Lanka

International Journal of Research and Innovation in Social Science, 2022, vol. 6, issue 7, 628-631

Abstract: Service quality in retail establishments is important for customer satisfaction, retention and also to enhance customer loyalty towards the organization and its products or services. The purpose of this study is to investigate the impact of service quality factors on customer satisfaction with reference to a University based mini supermarket. Service quality was measured using the SERVQUAL model. Five dimensions of Service Quality namely Tangibles, Reliability, Responsiveness, Empathy and Assurance are considered for this research. The study employs quantitative research methodology. Primary data for the study is gathered through a structured questionnaire distributed among undergraduates. The sample has been selected based on convenient sampling method. Accordingly, the final sample size consisted of 153 respondents after removing the missing data and outliers. Regression analysis was carried out in order to study the impact of service quality dimensions on customer satisfaction. Results revealed that there is a significant positive impact of tangibility, reliability and empathy on customer satisfaction. Responsiveness and assurance have an insignificant impact on customer satisfaction. The findings of the study will be beneficial for practitioners in ensuring the service quality aspect of mini-supermarkets in order to ensure customer satisfaction

Date: 2022
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