The impact of service quality and satisfaction on customer loyalty: A case study of retail services of supermarkets in Ca Mau peninsula
Main Article Content
Abstract
The study aimed to test the retail service quality scale (RSQS) (Dabholkar et al., 1996), customer satisfaction (Zboja & Voorhees, 2006), and customer loyalty (Lam et al., 2004) consumption conditions of customers in the area of Ca Mau peninsula. Based on a research sample of 360 customers living in the Ca Mau peninsula, the study uses a linear structural model SEM to test the relationship between the three concepts. The results show that the scale of retail service quality, customer satisfaction, and loyalty achieved value and reliability in this study. Customer loyalty is directly and indirectly affected by supermarket service quality through customer satisfaction. The research results also provide a theoretical model of the relationship between supermarket service quality, customer satisfaction, and loyalty in Vietnamese consumption. Therefore, the research provides a basis for assessing the impact of supermarket service quality and customer satisfaction on the loyalty of customers shopping at supermarkets in the area of the Ca Mau peninsula.
Article Details
Keywords
Ca Mau peninsula, Customer satisfaction, Customer Loyalty, Retail service quality
References
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Anh, T. T., & Tai, P. M. (2013). Enhancing customer satisfaction in terms of service quality in supermarket-The case study of Big C supermarket in HCMC. Ho Chi Minh City Open University Journal Of Science-Economics And Business Administration, 3(1), 68-79.
Aydin, S., & Özer, G. (2005). The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market. European Journal of Marketing, 39(7/8), 910-925.
Bolton, R. N., & Lemon, K. N. (1999). A dynamic model of customers’ usage of services: Usage as an antecedent and consequence of satisfaction. Journal of marketing research, 36(2), 171-186.
Chernetskaya, J., & Xiao, J. (2010). Measuring Retail Service Quality in Sport Stores by Using RSQS Model: A case study of Stadium in Helsinki (Master's thesis, Umeå School of Business, Economics and Statistics, Sweden).
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Gobiraj, V., & Balasundaram, N. (2011). Customer Satisfaction and Customer Loyalty: A case study of retail supermarket in United Kingdom (UK). In The International Conference on Leading beyond the Horizon: Engaging Future, Sri Sai Ram Institute of Management Studies, Tambaram, India.
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Ha, N. T., Minh, N. H., Anh, P. C., & Matsui, Y. (2015). Retailer service quality and customer loyalty: empirical evidence in Vietnam. Asian Social Science, 11(4), 90.
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Lai, F., Griffin, M., & Babin, B.J. (2009) How quality, value, image, and satisfaction create loyalty at a Chinese telecom. Journal of Business Research, 62(10): 980-986.
Lam, S. Y., Shankar, V., Erramilli, M. K., & Murthy, B. (2004) Customer value, satisfaction, loyalty, and switching costs: An illustration from a business-to-business service context. Journal of the Academy of Marketing Science, 32(3), 293–311
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Nguyen, H. T. (2020). An application of the Kano model and retail service quality scale to Vietnamese supermarkets. International Journal of Productivity and Quality Management, 31(2), 189-206.
Nguyen, P. (2017). Service quality in Finnish retailing: an exploratory study from an Asian consumers' perspective (Master's thesis, University of Tampere, Finland).
Oliver, R. L. (1999). Whence customer loyalty?. Journal of Marketing, 63(4), 33–44
Olsen, S. O. (2002). Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty. Journal of the Academy of Marketing Science, 30(3), 240-249.
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1993). More on improving service quality measurement. Journal of Retailing, 69(1), 140-147.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.
Pham, T. T. (2020). Retail Service Quality Improvement in Vietnamese Supermarkets: Scale Development and Validation (Doctoral dissertation, Swinburne University of Technology).
Phạm, T.M.T. (2006). Chất lượng dịch vụ, sự thỏa mãn, và lòng trung thành của khách hàng siêu thị tại TPHCM. Tạp chí Phát triển KH&CN, 9(10), 57-70.
Ravichandran, K., Mani, B. T., Kumar, S. A., & Prabhakaran, S. (2010). Influence of service quality on customer satisfaction application of servqual model. International journal of business and management, 5(4), 117.
Sirohi, N., McLaughlin, E. W., & Wittink, D. R. (1998). A model of consumer perceptions and store loyalty intentions for a supermarket retailer. Journal of Retailing, 74(2), 223-245.
Thenmozhi, S. P. (2014). Impact of retail service quality on customer satisfaction and loyalty. Global Management Review, 8(2), 19-28.
Thomas, S. (2013). Linking customer loyalty to customer satisfaction and store image: a structural model for retail stores. Decision, 40(1), 15-25.
Tổng cục thống kê (2022). Số lượng chợ có đến 31/12 hàng năm phân theo hạng và theo địa phương. https://www.gso.gov.vn/px-web-2/?pxid=V0804&theme=Thương%20mại%2C%20giá%20cả.
Ushantha, R. C., Wijeratne, A. W., Achchuthan, S., & Lanka, S. (2014). An assessment of retail service quality: An empirical study of the RSQS in Sri Lankan supermarkets. Developing Country Studies, 4(3), 78-90.
Wuisang, V. M., Pangemanan, S. S., & Rumokoy, F. S. (2019). a Comparative Study of Marketing Mix and Retail Service Quality Scale (Rsqs) on Minimarket (Case Study: Indomaret and Alfamart Tataaran 2). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 7(1), 631 – 640.
Zboja, J. J., & Voorhees, C. M. (2006). The impact of brand trust and satisfaction on retailer repurchase intentions. Journal of Services Marketing, 20(6), 381-390.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1988). Communication and control processes in the delivery of service quality. Journal of Marketing, 52(2), 35-48.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.
Anh, T. T., & Tai, P. M. (2013). Enhancing customer satisfaction in terms of service quality in supermarket-The case study of Big C supermarket in HCMC. Ho Chi Minh City Open University Journal Of Science-Economics And Business Administration, 3(1), 68-79.
Aydin, S., & Özer, G. (2005). The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market. European Journal of Marketing, 39(7/8), 910-925.
Bolton, R. N., & Lemon, K. N. (1999). A dynamic model of customers’ usage of services: Usage as an antecedent and consequence of satisfaction. Journal of marketing research, 36(2), 171-186.
Chernetskaya, J., & Xiao, J. (2010). Measuring Retail Service Quality in Sport Stores by Using RSQS Model: A case study of Stadium in Helsinki (Master's thesis, Umeå School of Business, Economics and Statistics, Sweden).
Dabholkar, P. A., Thorpe, D. I., & Rentz, J. O. (1996). A measure of service quality for retail stores: scale development and validation. Journal of the Academy of Marketing Science, 24(1), 3-16.
Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships. Journal of Marketing, 51(2), 11-27.
Gobiraj, V., & Balasundaram, N. (2011). Customer Satisfaction and Customer Loyalty: A case study of retail supermarket in United Kingdom (UK). In The International Conference on Leading beyond the Horizon: Engaging Future, Sri Sai Ram Institute of Management Studies, Tambaram, India.
Gomez, M. I., McLaughlin, E. W., & Wittink, D. R. (2004). Customer satisfaction and retail sales performance: an empirical investigation. Journal of Retailing, 80(4), 265-278.
Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4), 36-44.
Ha, N. T., Minh, N. H., Anh, P. C., & Matsui, Y. (2015). Retailer service quality and customer loyalty: empirical evidence in Vietnam. Asian Social Science, 11(4), 90.
Habaragoda, S., & Wathsala, H. A. I. (2021). Service Quality And Customer Satisfaction: An Empirical Evaluation Of Rsqs In Sri Lankan Supermarkets. Journal of Insurance and Finance, 1(1), 1-16.
Ishaq, I. M. (2012). Perceived value, service quality, corporate image and customer loyalty: Empirical assessment from Pakistan. Serbian Journal of Management, 7(1), 25-36.
Jain, P., & Aggarwal, V. S. (2016). Validating RSQS in organised electronics retail market in India. BVIMSR’s Journal of Management Research, 8(2), 128-136.
Lai, F., Griffin, M., & Babin, B.J. (2009) How quality, value, image, and satisfaction create loyalty at a Chinese telecom. Journal of Business Research, 62(10): 980-986.
Lam, S. Y., Shankar, V., Erramilli, M. K., & Murthy, B. (2004) Customer value, satisfaction, loyalty, and switching costs: An illustration from a business-to-business service context. Journal of the Academy of Marketing Science, 32(3), 293–311
Martinelli, E., & Balboni, B. (2012). Retail service quality as a key activator of grocery store loyalty. The Service Industries Journal, 32(14), 2233-2247.
Nguyen, H. T. (2020). An application of the Kano model and retail service quality scale to Vietnamese supermarkets. International Journal of Productivity and Quality Management, 31(2), 189-206.
Nguyen, P. (2017). Service quality in Finnish retailing: an exploratory study from an Asian consumers' perspective (Master's thesis, University of Tampere, Finland).
Oliver, R. L. (1999). Whence customer loyalty?. Journal of Marketing, 63(4), 33–44
Olsen, S. O. (2002). Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty. Journal of the Academy of Marketing Science, 30(3), 240-249.
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1993). More on improving service quality measurement. Journal of Retailing, 69(1), 140-147.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.
Pham, T. T. (2020). Retail Service Quality Improvement in Vietnamese Supermarkets: Scale Development and Validation (Doctoral dissertation, Swinburne University of Technology).
Phạm, T.M.T. (2006). Chất lượng dịch vụ, sự thỏa mãn, và lòng trung thành của khách hàng siêu thị tại TPHCM. Tạp chí Phát triển KH&CN, 9(10), 57-70.
Ravichandran, K., Mani, B. T., Kumar, S. A., & Prabhakaran, S. (2010). Influence of service quality on customer satisfaction application of servqual model. International journal of business and management, 5(4), 117.
Sirohi, N., McLaughlin, E. W., & Wittink, D. R. (1998). A model of consumer perceptions and store loyalty intentions for a supermarket retailer. Journal of Retailing, 74(2), 223-245.
Thenmozhi, S. P. (2014). Impact of retail service quality on customer satisfaction and loyalty. Global Management Review, 8(2), 19-28.
Thomas, S. (2013). Linking customer loyalty to customer satisfaction and store image: a structural model for retail stores. Decision, 40(1), 15-25.
Tổng cục thống kê (2022). Số lượng chợ có đến 31/12 hàng năm phân theo hạng và theo địa phương. https://www.gso.gov.vn/px-web-2/?pxid=V0804&theme=Thương%20mại%2C%20giá%20cả.
Ushantha, R. C., Wijeratne, A. W., Achchuthan, S., & Lanka, S. (2014). An assessment of retail service quality: An empirical study of the RSQS in Sri Lankan supermarkets. Developing Country Studies, 4(3), 78-90.
Wuisang, V. M., Pangemanan, S. S., & Rumokoy, F. S. (2019). a Comparative Study of Marketing Mix and Retail Service Quality Scale (Rsqs) on Minimarket (Case Study: Indomaret and Alfamart Tataaran 2). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 7(1), 631 – 640.
Zboja, J. J., & Voorhees, C. M. (2006). The impact of brand trust and satisfaction on retailer repurchase intentions. Journal of Services Marketing, 20(6), 381-390.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1988). Communication and control processes in the delivery of service quality. Journal of Marketing, 52(2), 35-48.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.