Assessing customer satisfaction with the retail service quality of Zara Vietnam stores
Nội dung chính của bài viết
Tóm tắt
The goal of this study is to investigate customer satisfaction with the retail service quality at ZARA Vietnam outlets by using the Retail Service Quality Scale (RSQS) on five dimensions such as reliability, physical aspects, problem-solving, personal interaction, and policy. By using Smart PLS 3.2.0 software for a sample of 186 ZARA clients, the results showed that consumer satisfaction with the retail service quality at ZARA stores is fulfilled in physical aspects, reliability, problem-solving, and policy. On the other hand, personal interactions were not appreciated by customers. The findings provide some guidance for foreign fashion brands on how to improve retail service quality in Vietnam.
Chi tiết bài viết
Từ khóa
Customer satisfaction, Retail service quality, RSQS
Tài liệu tham khảo
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.
Ali, A., Ali, A., & Sherwani, M. (2017). Shaping halal into a brand? Factors affecting consumers’ halal brand purchase intention. Journal of international food & Agribusiness Marketing, 29(3), 234-259.
Becerril, A. R., Zhou, C., Srinivasan, R., & Seldin, D. (2017). Service satisfaction-market share relationships in partnered hybrid offerings. Journal of Marketing, 81(5), 86-103.
Briggs, E., Deretti, S., & Kato, H. T. (2020). Linking organizational service orientation to retailer profitability: Insights from the service-profit chain. Journal of Business Research, 107(C), 271-278.
Chang, H. S., Lee, J. C., & Tseng, C. M. (2008). The influence of service recovery on perceived justice under different involvement level-an evidence of retail industry. Contemporary Management Research, 4(1), 57-82.
Cronin, Jr. J J & Taylor, S A. (1992). Measuring Service Quality: A Reexamination and Extension, Journal of Marketing, 55(3), 55-68.
Dabholkar, P. A., Shepherd, C. D., & Thorpe, D. I. (2000). A comprehensive framework for service quality: an investigation of critical conceptual and measurement issues through a longitudinal study. Journal of Retailing, 76(2), 139-173.
Dabholkar, P., Thorpe, D. & Rentz, J. (1996). A Measure of Service Quality for Retail Stores: Scale Development and Validation. Journal of the Academy of Marketing Science, 24(1), 3-16.
Dotson, M., & Patton, W. E. (1992). Consumer perceptions of department store service: a lesson for retailers. Journal of Services Marketing, 6(2), 15-28.
Dream Incubator Group (2021). Vietnam’s fashion retail sector. https://www.dreamincubator.co.jp/wp-content/uploads/2022/02/DIV_Fashion-Vietnam.pdf
Gagliano, K.B. & Hathcote, J. (1994). Customer expectations and perceptions of service quality in retail apparel specialty stores. Journal of Services Marketing, 8(1), 60-69.
Haelsig, F., Swoboda, B., Morschett, D., & Schramm-Klein, H. (2007). An intersector analysis of the relevance of service in building a strong retail brand. Journal of Service Theory and Practice, 17(4), 428-448.
Hair Jr, J. F., Sarstedt, M., Ringle, C. M., & Gudergan, S. P. (2017). Advanced issues in partial least squares structural equation modeling. Sage Publications.
Islam, M. J., Mustafi, M. A. A., Azmi, T., & Ahmed, F. (2016). Measuring the effect of retail service quality dimensions on customer satisfaction and loyalty: The study on the super shop in Bangladesh. International Journal of Scientific & Engineering Research, 7(8), 215-233.
Kumar, A., Chaudhuri, S., Satpathy, I., & Patnaik, B. M. (2018). A Measure of Service Quality in the Grocery Stores. The Indian Economic Journal, 66(3-4), 375-395.
Leinkumar, V. (2017). The relationship between customer satisfaction and customer trust on customer loyalty. International Journal of Academic Research in Business and Social Sciences, 7(4), 450-465.
Lewis, B. R., & Spyrakopoulos, S. (2001). Service failures and recovery in retail banking: the customers’ perspective. International Journal of Bank Marketing, 19(1), 37-48.
Mazursky, D., & Jacoby, J. (1985). Forming impressions of merchandise and service quality. In J. Jacoby & J. C. Olson (Eds.), Perceived Quality (pp. 139-154). Lexington, MA: D.C. Heath.
Mehta, S. C., Lalwani, A, K., & Han, S. L. (2000). Service quality in retailing: relative efficiency of alternative measurement scales for different product-service environments. International Journal of Retail and Distribution Management, 28(2), 62-72.
Najib, M. F., & Sosianika, A. (2019). Retail service quality, satisfaction, and trust: the key to shopper loyalty in the context of the Indonesian traditional market. International Journal of Electronic Marketing and Retailing, 10(4), 425-440.
Nhat, N. D. D. (2007). Determinants of retail service quality-a study of supermarkets in Vietnam. Science and Technology Development Journal, 10(8), 15-23.
Noel, Y. M., & Jeff, T. H. C. (2001). A measure of retail service quality. Marketing Intelligence & Planning, 19(2), 88-96.
Odekerken, S. G., De Wulf, K., Kasper, H., Kleijnen, M., Hoekstra, J. & Commandeur, H. (2001). The impact of quality on store loyalty: a contingency approach. Total Quality Management, 12(3), 307-322.
Parasuraman, A., Zeithaml, V. A., & Berry, L.L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Ray, I., & Lu, C. (2018). Service quality and share-of-wallet as predictors of loyalty: Examining the intermediating impact of satisfaction, trust, and commitment in the retail industry. Journal of Marketing Development and Competitiveness, 12(4), 112-125.
Seth, N., Deshmukh, S. G., & Vrat, P. (2005). Service quality models: a review. International journal of quality & reliability management, 22(9), 913-949.
Soyoung, K., & Byoungho, J. (2002). Validating the retail service quality scale for the US and Korean customers of discount stores: an exploratory study. Journal of Services Marketing, 16(3), 223-237.
Suhartanto, D., Marwansyah, M., Muflih, M., Najib, M. F., & Faturohman, I. (2019). Loyalty formation toward Halal food: integrating the quality–loyalty model and the religiosity–loyalty model. British Food Journal, 122(1), 48-59.
Ushantha, R. C., Wijeratne, A. W., & Samantha, P. A. P. (2014). Customers’ perception on service quality towards satisfaction: An application of SERVPERF in state sector banks in Sri Lanka. European Journal of Business and Management, 6(4), 72-81.
Westbrook R. A. (1981). Sources of Consumer Satisfaction with Retail Outlets. Journal of Retailing, 57, 68-85
Yuen, E. F., & Chan, S. S. (2010). The effect of retail service quality and product quality on customer loyalty. Journal of Database Marketing & Customer Strategy Management, 17(3), 222-240.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
Zia, A. (2020). Assessing the service quality of department store using RSQS an Empirical study of Albaha Region, Saudi Arabia. Rajagiri Management Journal, 14(1), 19-33.
Zia, A., & Hashmi, A. R. (2019). Exploring the factors affecting service quality of zain mobile subscribers in Al Baha, Saudi Arabia. International Journal of Innovative Technology and Exploring Engineering, 8(11), 2400-2405.
Ali, A., Ali, A., & Sherwani, M. (2017). Shaping halal into a brand? Factors affecting consumers’ halal brand purchase intention. Journal of international food & Agribusiness Marketing, 29(3), 234-259.
Becerril, A. R., Zhou, C., Srinivasan, R., & Seldin, D. (2017). Service satisfaction-market share relationships in partnered hybrid offerings. Journal of Marketing, 81(5), 86-103.
Briggs, E., Deretti, S., & Kato, H. T. (2020). Linking organizational service orientation to retailer profitability: Insights from the service-profit chain. Journal of Business Research, 107(C), 271-278.
Chang, H. S., Lee, J. C., & Tseng, C. M. (2008). The influence of service recovery on perceived justice under different involvement level-an evidence of retail industry. Contemporary Management Research, 4(1), 57-82.
Cronin, Jr. J J & Taylor, S A. (1992). Measuring Service Quality: A Reexamination and Extension, Journal of Marketing, 55(3), 55-68.
Dabholkar, P. A., Shepherd, C. D., & Thorpe, D. I. (2000). A comprehensive framework for service quality: an investigation of critical conceptual and measurement issues through a longitudinal study. Journal of Retailing, 76(2), 139-173.
Dabholkar, P., Thorpe, D. & Rentz, J. (1996). A Measure of Service Quality for Retail Stores: Scale Development and Validation. Journal of the Academy of Marketing Science, 24(1), 3-16.
Dotson, M., & Patton, W. E. (1992). Consumer perceptions of department store service: a lesson for retailers. Journal of Services Marketing, 6(2), 15-28.
Dream Incubator Group (2021). Vietnam’s fashion retail sector. https://www.dreamincubator.co.jp/wp-content/uploads/2022/02/DIV_Fashion-Vietnam.pdf
Gagliano, K.B. & Hathcote, J. (1994). Customer expectations and perceptions of service quality in retail apparel specialty stores. Journal of Services Marketing, 8(1), 60-69.
Haelsig, F., Swoboda, B., Morschett, D., & Schramm-Klein, H. (2007). An intersector analysis of the relevance of service in building a strong retail brand. Journal of Service Theory and Practice, 17(4), 428-448.
Hair Jr, J. F., Sarstedt, M., Ringle, C. M., & Gudergan, S. P. (2017). Advanced issues in partial least squares structural equation modeling. Sage Publications.
Islam, M. J., Mustafi, M. A. A., Azmi, T., & Ahmed, F. (2016). Measuring the effect of retail service quality dimensions on customer satisfaction and loyalty: The study on the super shop in Bangladesh. International Journal of Scientific & Engineering Research, 7(8), 215-233.
Kumar, A., Chaudhuri, S., Satpathy, I., & Patnaik, B. M. (2018). A Measure of Service Quality in the Grocery Stores. The Indian Economic Journal, 66(3-4), 375-395.
Leinkumar, V. (2017). The relationship between customer satisfaction and customer trust on customer loyalty. International Journal of Academic Research in Business and Social Sciences, 7(4), 450-465.
Lewis, B. R., & Spyrakopoulos, S. (2001). Service failures and recovery in retail banking: the customers’ perspective. International Journal of Bank Marketing, 19(1), 37-48.
Mazursky, D., & Jacoby, J. (1985). Forming impressions of merchandise and service quality. In J. Jacoby & J. C. Olson (Eds.), Perceived Quality (pp. 139-154). Lexington, MA: D.C. Heath.
Mehta, S. C., Lalwani, A, K., & Han, S. L. (2000). Service quality in retailing: relative efficiency of alternative measurement scales for different product-service environments. International Journal of Retail and Distribution Management, 28(2), 62-72.
Najib, M. F., & Sosianika, A. (2019). Retail service quality, satisfaction, and trust: the key to shopper loyalty in the context of the Indonesian traditional market. International Journal of Electronic Marketing and Retailing, 10(4), 425-440.
Nhat, N. D. D. (2007). Determinants of retail service quality-a study of supermarkets in Vietnam. Science and Technology Development Journal, 10(8), 15-23.
Noel, Y. M., & Jeff, T. H. C. (2001). A measure of retail service quality. Marketing Intelligence & Planning, 19(2), 88-96.
Odekerken, S. G., De Wulf, K., Kasper, H., Kleijnen, M., Hoekstra, J. & Commandeur, H. (2001). The impact of quality on store loyalty: a contingency approach. Total Quality Management, 12(3), 307-322.
Parasuraman, A., Zeithaml, V. A., & Berry, L.L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Ray, I., & Lu, C. (2018). Service quality and share-of-wallet as predictors of loyalty: Examining the intermediating impact of satisfaction, trust, and commitment in the retail industry. Journal of Marketing Development and Competitiveness, 12(4), 112-125.
Seth, N., Deshmukh, S. G., & Vrat, P. (2005). Service quality models: a review. International journal of quality & reliability management, 22(9), 913-949.
Soyoung, K., & Byoungho, J. (2002). Validating the retail service quality scale for the US and Korean customers of discount stores: an exploratory study. Journal of Services Marketing, 16(3), 223-237.
Suhartanto, D., Marwansyah, M., Muflih, M., Najib, M. F., & Faturohman, I. (2019). Loyalty formation toward Halal food: integrating the quality–loyalty model and the religiosity–loyalty model. British Food Journal, 122(1), 48-59.
Ushantha, R. C., Wijeratne, A. W., & Samantha, P. A. P. (2014). Customers’ perception on service quality towards satisfaction: An application of SERVPERF in state sector banks in Sri Lanka. European Journal of Business and Management, 6(4), 72-81.
Westbrook R. A. (1981). Sources of Consumer Satisfaction with Retail Outlets. Journal of Retailing, 57, 68-85
Yuen, E. F., & Chan, S. S. (2010). The effect of retail service quality and product quality on customer loyalty. Journal of Database Marketing & Customer Strategy Management, 17(3), 222-240.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
Zia, A. (2020). Assessing the service quality of department store using RSQS an Empirical study of Albaha Region, Saudi Arabia. Rajagiri Management Journal, 14(1), 19-33.
Zia, A., & Hashmi, A. R. (2019). Exploring the factors affecting service quality of zain mobile subscribers in Al Baha, Saudi Arabia. International Journal of Innovative Technology and Exploring Engineering, 8(11), 2400-2405.
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