Evaluation of retail service quality: a study of H&L Supermarket in Taman Malihah, Kuching / Linda Dana

This study aims to evaluate the retail service quality for H&L Supermarket. The study is also set out to determine what influence the customer to shop at H&L Supermarket. A Theoretical framework was adapted from Dabholkar et. al (1996). A survey of 200 respondents was conducted in supermarket in developing area and become attraction between people who not only from Taman Malihah but from outsiders. This research explores the preferred place for Taman Malihah, Matang consumers to purchase their products and foods by using H&L supermarket and their current customers as a sample. Participants indicated that their opinions or decision based on five dimensions of retail service quality that has developed by Dabholkar at el. (1992). The five dimensions were the physical aspect, reliability, personal interaction, problem solving and policy. The reliability test is measured to represent the dimensions whereas regression test and Pearson correlation is used to answer the research questions and testing the hypotheses. Due to the intense competition with the other retail outlets, H&L Supermarket need to upgrade and maintain their services to remain as the preferred place to shop. Consumer profiles associated with this supermarket may be used as a basis for market segmentation. Secondly, it is useful to the government in its modernization process of retail outlets, particularly in smaller towns, which should proceed slowly and with care.