CUSTOMERS' EXPECTATIONS AND PERCEPTIONS OF SERVICE QUALITY: THE CASE OF PICK N PAY SUPERMARKET STORES IN PIETERMARITZBURG AREA, SOUTH AFRICA

Abstract

Purpose- The study seeks to measure the customers’ expectation levels of service quality in the food retail sector against their perceptions levels of the service quality at Pick n Pay and to determine the gap between customers’ expectations and their perceptions of the service quality. Design/Methodology/Approach- Using a SERVQUAL survey instrument a study was conducted with customers from Pick n Pay supermarket stores in Pietermaritzburg, one at Hayfields shopping Centre and the other one at Capital Centre. A sample of 130 participants was selected from the store locations. Findings- Key findings include confirmation that customers have higher expectations for service quality in food retail supermarkets than is anticipated. Gap 5, which is a gap between customers’ Expected Service and customers’ Perceived Service, was identified. Research Limitations- Pick n Pay’s management were very sceptical about conducting a survey to their customer and this had a negative impact on data collection. Research was conducted in winter and the cold weather had a negative impact on the response rate. Originality/ Value- This is one of the few studies which attempted to investigate customers’ expectations of service quality in food retail supermarkets.

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