A Comparison to National and Local Retailers With Respect to Service Quality Dimensions

The purpose of the study is to assess the consumers' perceived service quality levels towards national and local retailers. To reach this aim, four main hypotheses were tested. A questionnaire was formed to collect the data needed to test the hypotheses. The questionnaire was carried out to the 211 consumers who have shopped both from local and national FMCG (Fast Moving Consumer Goods) selling retailers. Convenience sampling methods was used in the study, picking voluntary costumers from either kind of retailers. The results indicate that, perceived service quality levels for national and local retailers are significantly different for Physical Aspects and Problem Solving dimensions. The results for Customer Interest and Personal Interaction dimensions were insignificant. Thus, according to the results, two hypotheses of the study were supported while two of them rejected.

PDF

___

Altunışık, R., Coşkun, R., Bayraktaroğlu, S., Yıldırım, E. (2012). Sosyal Bilimlerde Araştırma Yöntemleri Spss Uygulamalı. Sakarya: Sakarya Yayıncılık.

Baron, S., & Harris, K. (2003). Services Marketing: Text and Cases (2nd ed.). Palgrave Macmillan.

Çelen, A., Erdogan, T., & Taymaz, E. (2005). Fast Moving Consumer Goods: Competitive Conditions and Policies. ERC Working Paper in Economics, (June), 1-56.

Dabholkar, P. a., Thorpe, D. I., & Rentz, J. O. (1995). A Measure of Service Quality for Retail Stores: Scale Development and Validation. Journal of the Academy of Marketing Science, 24(1), 3-16.

Kalaycı, Ş. (2010). Spss Uygulamalı Çok Değişkenli İstatistik Teknikleri. Ankara: Asil Yayın Dağıtım.

Klemz, B. R., Boshoff, C., & Mazibuko, N.-E. ( 2006). Emerging markets in black South African townships: Small local independently owned versus large national retailers. European Journal of Marketing, 40, 590-610.

Küçükosmanoğlu A. N., Özkeçeli A. M., Karakaya M. F. ve Yalman N.: 10th International Marketing Conference, Paris, 2011, 'Category Management vs. Discount Retailing Practices: A Case from Turkey'

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 & Distribution Management, 28(2), 62-72.

Mudie, P., & Pirrie, A. (2006). Services marketing management. (3rd ed.) Elsevier

Parasuraman, a., Zeithaml, V. a., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERQUAL: A Multiple-Item scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing.

Rekabet Kurumu, (2011). Türkiye Hızlı Tüketim Ürünleri Perakendeciliği Sektör İncelemesi Ön Raporu

http://www.cmtevents.com/eventposts.aspx?feedid=1752&ev=140302

http://www2.deloitte.com/content/dam/Deloitte/tr/Documents/mergers-acqisitions/tr- retail-sector-update.pdf