Service quality assessment in retail industry: some evidence from supermarkets in Greece

This study aims to investigate the service quality dimensions at supermarket stores. It uses a modified SERVQUAL approach to analyse the gap between perceptions and expectations of the customer, concerning the service provided by the retail units in Greece. The factor analysis technique is used to extract the important factors on the basis of responses obtained from customers. The analysis reveals that six dimensions in service quality capture the content of quality in the Greek context. In addition, it reports that there exists a gap between the rating which customers assign to expectations and to perception statements. Generally, the results of the research show that the services offered by retail units have a positive impact and are significant in building customer satisfaction.