A Study on the Effect of Retail Service Quality on Customer Satisfaction

Enhancing Retail Service Quality for Customer Satisfaction

Abstract

The current market place has become morecompetitive as customers continually expect retailers to match or exceed theirexpectations (Wong and Sohal, 2003). With a rising degree of homogeneitybetween merchandise offerings, supermarkets are increasingly turning to thedelivery of effective customer services to render a competitive advantage(Ellram et al, 2009). Maintaining customer satisfaction is crucial for suchretailers as they transact in a highly competitive world (Fonseca, 2009).