The Influence of Service Quality on Customer Satisfaction at a Selected Food Retailer in Durban

Abstract

This study aimed to assess the influence of service quality and its impact on customer satisfaction at a specific food retailer in Durban. Quantitative research in the form of a descriptive survey was carried out. The SERVQUAL instrument, a widely used tool in service quality research, evaluated customers' expectations and perceptions of service quality. It encompasses five dimensions: tangibles, reliability, responsiveness, assurance, and empathy. 400 respondents participated in the survey, and the self-administered SERVQUAL questionnaires were distributed among them. The respondents were chosen using non-probability sampling, specifically convenience sampling.  Data analysis was conducted using the Statistical Package for the Social Sciences (SPSS) using various methods, and the results were presented graphically using bar and pie charts to offer concise summaries. The findings indicated that most respondents were generally satisfied with the quality of services provided by the selected retailer. No significant difference was observed between customers' expectations and their actual perceptions, but small gaps were identified as essential in identifying areas for improvement. Therefore, it is recommended that the selected retailer continues to prioritize service quality, recognizing that customer satisfaction is fundamental to the success of any retailer. Implementing best practices to ensure consistent customer satisfaction can give the retailer a competitive edge.