A comparative study of service providers and customers perceptions of service quality in the retailing industry: A case of supermarkets in Nairobi

Abstract

This study was conducted with the objective of comparing perceptions of both service· providers and customers of service quality in supermarkej in Nairobi. To achieve this objective, samples of 50 supermarkets and 215 customers were picked who were administered a questionnaire which had both semi-structured and likert-matrix questions. The sample of supermarkets was picked through random sampling while rule of thumb was used for customers where the fourth adult customers who had previous shopping experience at the supermarket was given a questionnaires for self administration. Questionnaires for the supermarkets were administered through drop and 'pick' method. Of the selected sample, 34 supermarkets and 180 customers filled the questionnaires. Data collected was analysed using the percentages means, standard deviation .. Percentages were mainly used to analyze part A of the questionnaires and means, standard deviations and variances were used to analyze part B of the questionnaire to aid companson. Analysis of the data indicated that there is a concurrence by both service providers and customers that availability of merchandise, prompt services, and physical facilities are important in their perception of service quality. The results showed that service providers ,do not perceive problem solving variables sue as complaints handling and customers t care variables such as offering suitable offerings to each customer category group as important. Both groups however perceives parking as not important factor of service quality. These findings therefore led to the conclusion that service providers and customers perceptions of service quality differs especially in areas that concerns with dealing with customers.