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).