Dimensions of Satisfaction in Retail Settings: A Research Note

Heiner Evanschitzky · Gopalkrishnan R. Iyer · Barbara Caemmerer

16 citations0/0 files storedJournal of Relationship Marketing

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

Taking issue with the prevalent practice of measuring customer satisfaction with a single global measurement item, this article stresses the importance of measuring customer satisfaction through its underlying dimensions, especially in retail settings. Empirical results of a survey of 351 consumers demonstrate that (a) consumer satisfaction with retail stores has 6 key dimensions, (b) the suggested dimensions of retail satisfaction predict overall satisfaction, and (c) the dimensions of retail satisfaction have a greater effect on overall satisfaction than SERVQUAL dimensions. However, the predictive power of the dimensions of retail satisfaction is still fairly low. Implications for retail management as well as academic research are outlined.

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References

1993The Antecedents and Consequences of Customer Satisfaction for Firms 1994Customer Satisfaction, Market Share, and Profitability: Findings From Sweden 1994Putting the Service-Profit Chain to Work 1994Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Further Research 2001Customer Satisfaction: A Meta-Analysis of the Empirical Evidence 1994Alternative scales for measuring service quality: A comparative assessment based on psychometric and diagnostic criteria 2000On the Profitability of Long-Life Customers in a Noncontractual Setting: An Empirical Investigation and Implications for Marketing 1998The Asymmetric Impact of Negative and Positive Attribute-Level Performance on Overall Satisfaction and Repurchase Intentions

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