Customer satisfaction in retail: Servqual Approach

7/23/2019 Customer satisfaction in retail: Servqual Approach

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BURVCHE\ RDVJRIDBVJCG JG \EVDJA JGFURV\Z URJGK RE\YTUDA HCFEA

Hdgjrn Dkd|{da

P|cierrc|

Fepd|vhegv ci Hdgdkehegv

Dhjvz Ugjye|rjvz! Gcjfd! Uvvd| P|dfern

Ehdja?hdkd|{da;5@|efjiihdja'bch*

Vdpdg Muhd| Gdzdm

Drrcbjdve P|cierrc|

Jgrvjvuve ci Hdgdkehegv Rvufjer ( Kndjdldf

Ada Tudg! Kndjdldf (


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Bchpevjvjyegerr dgf red|bn ic| p|cijvr ndye bdaaef hc|e dvvegvjcg vc{d|fr

burvche|r rdvjridbvjcg dgf jgb|edref |ered|bne|+r jgve|erv cg vne vcpjb ci re|yjbe

tudajvz' Jg vnjr bcgve~v! vne p|eregv rvufz dppajer RE\YTUDA ic| drrerrjgk re|yjbe

tudajvz jg d |evdja jgfurv|z' Vne hdjg cloebvjye ci vnjr pdpe| jr vc drrerr tudajvz

re|yjbe fjhegrjcgr vndv d|e feajye|ef vn|cukn vne pe|rpebvjyer ci burvche|r' Vnjr

{c|m {dr pe|ic|hef jg d rncppjgk hdaa jgbaufjgk v{c nugf|ef rncpr acbdvef

vn|cukncuv vne GB\' D tuervjcggdj|e {dr feyeacpef ldref cg vne re|yjbe tudajvz

fjhegrjcgr dgf drmef vc vne burvche| ic| kdvne|jgk fdvd i|ch {njbn |eruavr {dr

dgdazef' Vne |eruavr ci vnjr rvufz rnc{ vne \erpcgrjyegerr dgf drru|dgbe tudajvz

fjhegrjcgr dgf bnd|dbve|jrvjbr vndv bdaa burvche| dvvegvjcg'

Mez{c|fr? Re|yjbe Tudajvz= RE\YTUDA= Tudajvz fjhegrjcgr'


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BURVCHE\ RDVJRIDBVJCG JG \EVDJA JGFURV\Z URJGK RE\YTUDA HCFEA

J' JGV\CFUBVJCG

Rjgbe vne :0+r hdgz re|yjbe bchpdgjer ndye pu|ruef vc egndgbe vnej| pe|ic|hdgbe dgf

eiiebvjyegerr jg red|bn ci dbnjeyjgk fjiie|egvjdvjcg jg vne hd|mev' Dg e~dhpae ci vndv jr vne

dvvehpv vc bcgyjgbe burvche|r vndv vnej| tudajvjer d|e rupe|jc| vc vne bchpevjvc|r' Jg dffjvjcg! vne

jhpc|vdgbe ci re|yjbe rebvc| ndr rnd|paz jgb|edref dv lcvn feyeacpef dgf feyeacpjgk bcugv|jer'

\ered|bn cg re|yjber ndr k|c{g bc||erpcgfjgkaz' Jg pd|vjbuad|! dbdfehjbr dgf

p|dbvjvjcge|r dajme ndye e~njljvef bcgrjfe|dlae jgve|erv jg vne jrruer vndv ru||cugf vne

hedru|ehegv ci re|yjbe tudajvz' Re|yjbe tudajvz jr cge ci vne hdoc| jrruer idbjgk cpe|dvjcgr

hdgdke|r .Kupvd dgf Bneg! 4::5* luv jv jr dg d|ed bnd|dbve|jref lz feldve bcgbe|gjgk vne geef

ic| drrerrjgk burvche| e~pebvdvjcgr dgf re|yjbe tudajvz drrerrhegv .Pd|dru|dhdg ev da'! 4::6*'

Jg vnjr regre! vne cloebvjye jr vc jfegvjiz {njbn tudajvz fjhegrjcgr dr hcrv jhpc|vdgv vc

burvche|r ci d |evdja jgfurv|z' Jg dffjvjcg! jv darc drrerrer vne re|yjbe vndv jr feajye|ef vc vneh' Jg

c|fe| vc dbbchpajrn vc vnere cloebvjyer! vne pdpe| jr rv|ubvu|ef dr icaac{r' Rebvjcg < bcgvdjgr vne

ajve|dvu|e |eyje{ |eadvef vc re|yjbe tudajvz hcfear' Rebvjcg 2 fedar {jvn vne cloebvjye dgf Rebvjcg

6 ugfe|rbc|er vne |ered|bn hevncfcackz! jgbaufjgk vne rdhpae! dgf fdvd bcaaebvjcg p|cbefu|er'

Rebvjcg 5 p|eregvr vne |eruavr ldref cg d rvdvjrvjbda dgdazrjr dr {eaa dr fjrburrer vne ijgfjgkr dgf

Rebvjcg 9 f|d{r vne bcgbaurjcgr dgf jhpajbdvjcgr ci vnjr {c|m'

JJ' AJVE\DVU\E \EYJE[

Vne ehe|kegbe ci re|yjbe tudajvz dgf jvr drrerrhegv ndr dvv|dbvef vne dvvegvjcg ci guhe|cur

|ered|bne|r jg vne pdrv v{c febdfer c| rc' Jg vnjr regre! vne|e d|e v{c hdjg ajger ci vncuknvr cg

hedru|jgk re|yjbe tudajvz .Mdgk dgf Odher!


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Vne Eu|cpedg pe|rpebvjye bcgrjfe|r dffjvjcgda drpebvr cvne| vndg vne p|cberr ci re|yjbe

feajye|z' K|g|ccr .4:>6*! ic| jgrvdgbe! gcvef vndv vne tudajvz ci d re|yjbe dr pe|bejyef lz

burvche|r bcgrjrvr ci vn|ee fjhegrjcgr? iugbvjcgda .vne p|cberr ci re|yjbe feajye|z vc burvche|r*!

vebngjbda .vne cuvbcher kege|dvef lz vne re|yjbe vc vne burvche|r*! dgf jhdke .nc{ vne

burvche|r yje{ vne bchpdgz*' Bcgrjfe|jgk vncre fjhegrjcgr! vne tudajvz ci vne re|yjbe jr

fepegfegv upcg v{c yd|jdlaer? vne e~pebvef re|yjbe dgf vne pe|bejyef re|yjbe' Hc|e fevdjar ci

vne p|eyjcur d|kuhegv d|e p|cyjfef lz K|cg|ccr .4:>6*'

Iugbvjcgda tudajvz ci d re|yjbe jr civeg drrerref lz hedru|er ci burvche|r+ dvvjvufer! dr jg

burvche| rdvjridbvjcg tuervjcggdj|er' Dr ferb|jlef lz Ndzer .4::;*! vne p|cberr ci jfegvjizjgk

burvche|r+ dvvjvufer lekjgr {jvn feve|hjgjgk burvche|r+ |etuj|ehegvr c| tudajvz fjhegrjcgr'

Pd|dru|dhdg ev da' .4:>5* jfegvjijef jg d ij|rv rvufz 40 tudajvz fjhegrjcgr ldref cg d re|jer ci

icbur k|cup rerrjcgr' I|ch vnjr rvufz! vne duvnc|r bcgbaufef vndv burvche|r ure vne rdhe b|jve|jdvc drrerr re|yjbe tudajvz jgfepegfegvaz ci vne vzpe ci re|yjbe

Ic| Ndzer .4::;*! nc{eye|! rche tudajvz fjhegrjcgr d|e kege|dajref db|crr hdgz

re|yjber! luv rche {jaa dppaz cgaz vc rpebjijb vzper ci re|yjber! dgf jv jr geberrd|z vc ugfe|rvdgf

tudajvz fjhegrjcgr vc le dlae vc feyeacp hedru|er vc drrerr vneh' Vne duvnc| e~padjgr vneg v{c

{dzr ci jfegvjizjgk jhpc|vdgv tudajvz fjhegrjcgr ci re|yjber? tudajvz fjhegrjcg feyeacphegv

dpp|cdbn dgf b|jvjbda jgbjfegv dpp|cdbn' Vne ij|rv cge urer fjiie|egv rcu|ber ci jgic|hdvjcg!

rubn dr cpjgjcgr ci p|cyjfe|r dgf ajve|dvu|e' Vne cvne| cge jr d p|cberr vc clvdjg jgic|hdvjcg

i|ch burvche|r'

Vne 40 feve|hjgdgvr ci re|yjbe tudajvz ervdlajrnef lz Pd|dru|dhdg ev da' .4:>5* p|cyjfe d

ajrv vndv bdg kujfe jgyervjkdvjcg cg vne ij|rv dpp|cdbn' Vne duvnc|r rulretuegvaz feyeacpef

RE\YTUDA .Pd|dru|dhdg ev da'! 4:>>*! d v{c(pd|v jgrv|uhegv ic| hedru|jgk re|yjbe tudajvz vndv

{dr |eijgef adve| .Pd|dru|dhdg ev da'! 4::4*' Hubn ci vne |ered|bn vc fdve ndr icburef cg

hedru|jgk re|yjbe tudajvz urjgk vnjr dpp|cdbn dgf jvr ure ndr lebche tujve {jferp|edf .L|c{g

ev da'! 4::2= Mdgk dgf Odher!


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bchhugjbdvjcg! b|efjljajvz! drru|dgbe! bchpevegbe! bcu|verz! ugfe|rvdgfjgk#mgc{jgk vne

burvche|! dgf dbberr' D hc|e fevdjaef ferb|jpvjcg ci vncre fjhegrjcgr bdg le icugf jg

_ejvndhda ev da' .4:>>*' Dive|{d|fr! vnere fjhegrjcgr {e|e |efubef vc ijye! gdheaz? vdgkjlaer!

|eajdljajvz! |erpcgrjyegerr! drru|dgbe! ehpdvnz' Urjgk vncre 40 c| 5 fjhegrjcgr dr vne eydaudvjcg

b|jve|jd vne rpebjijbdvjcg ci re|yjbe tudajvz lebcher vne kdp lev{eeg burvche|r+ e~pebvdvjcgr dgf

vnej| pe|bepvjcgr .Pd|dru|dhdg ev da! 4:>5*' Vnjr pe|ic|hdgbe(e~pebvdvjcg hcfea {dr darc

dfcpvef lz cvne| duvnc|r .e'k' L|c{g dgf R{d|v! 4:>:*'

Nc{eye|! vne|e ndr leeg dg e~vegrjye feldve {nevne| vne pe|bepvjcg(hjgur(e~pebvdvjcgr

rpebjijbdvjcg {cuaf le dpp|cp|jdve c| drrerrjgk pe|bepvjcg dacge {cuaf le ruiijbjegv' Rche

bcgbe|gr dlcuv vne RE\YTUDA jgrv|uhegv {e|e |djref lz B|cgjg dgf Vdzac| .4::


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B|cgjg ev da' .4::6* bcgvjgue vne feldve lev{eeg vne eiiebvjyegerr ci RE\YTUDA dgf

RE\YPE\I ic| drrerrjgk re|yjbe tudajvz' Vne duvnc|r |ehdjgef ugbcgyjgbef ci lcvn! vndv

jgbaufjgk burvche| e~pebvdvjcgr jg hedru|er ci re|yjbe tudajvz jr d pcrjvjcg vc le ruppc|vef! dgf

vndv RE\YPE\I rbdae p|cyjfer d ureiua vcca ic| hedru|jgk cye|daa re|yjbe tudajvz' Hc|ecye|!

Aee ev da' .


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JGVE\P\EVDVJCG CI \ERUAVR

Vne RE\YTUDA ydauer ic| vne icu| fjhegrjcgr {e|e clvdjgef lz dye|dke vne |erpcgfegvr+

rbc|er' Vnjr cye|daa hedru|e! nc{eye|! fcer gcv vdme jgvc dbbcugv vne |eadvjye jhpc|vdgbe ci vne

yd|jcur fjhegrjcgr vc vne burvche|' Vne cye|daa {ejknvef RE\YTUDA rbc|e vdmjgk jgvcdbbcugv vne |eadvjye jhpc|vdgbe ci vne fjhegrjcgr jr ruhhd|jef dgf vdluadvef jg Vdlae 6'4' Vnjr

rnc{r vne cye|daa e~pebvdvjcg rbc|er ci vne burvche| jr :';40' Vne cye|daa pe|bepvjcg rbc|er ci

vne burvche| jr 422 0'520 (0'5>*! RE\YTUDA ? D Huavjpae Jveh

Rbdae ic| Hedru|jgk Bcgruhe| Pe|bepvjcgr ci Re|yjbe Tudajvz! Ocu|gda ci \evdjajgk!

Yca' 96! pp' Pd|dru|dhdg! D'! _ejvndha Y' D'! dgf Le||z A' A' .4::6*! Re|ytuda? Dave|gdvjye Rbdaer ic|

Hedru|jgk Re|yjbeb Tudajvz3 D Bchpd|dvjye Drrerrhegv Ldref cg Przbnchev|jb dgf

Fjdkgcrvjb B|jve|jd!Ocu|gda ci \evdjajgk! Yca' ;0! Gc' 4! pp' 4:2(4::'

\ed! A' H' dgf Pd|me|! \' D .


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_ejvndhda! Y' D'! Le||z A' A'! dgf Pd|dru|dhdg! D' .4:>>*! Bchhugjbdvjcg dgf Bcgv|ca

P|cberrer jg vne Feajye|z ci Re|yjbe Tudajvz!Ocu|gda ci Hd|mevjgk! Yca' 5

_ejvndha! Y' D'! Pd|dru|dhdg! D'! dgf Le||z! A' A' .4::0*! Feajye|jgk Tudajvz Re|yjbe

Ldadgbjgk Burvche| Pe|bepvjcgr dgf E~pebvdvjcgr!Ge{ Zc|m? Vne I|ee P|err'


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Rebvjcg( JJJ .E~pebvef*

.Paedre vjbm . * vne dpp|cp|jdve lc~*

VDGKJLAE?

RD D G F RFD

E4 J ajme pnzrjbda idbjajvjer ci vne cuvaev vc

d edajgE< J ajme vc kc vc cuvaev {njbn fcer gcv ndye

hcfe|g accmjg e uj hegv dgf ij~vu|erE2 J p|eie| vc kc vc rvc|e {ne|e p|eregvdvjcg

ci he|bndgfje jr e~beaaegvE6 J ajme vc kc rvc|e {ne|e ehpaczeer d|e {eaa

f|erref

E5 J ajme vc kc vc rvc|e {ne|e vne adz cuv jr

|cyjfefE9 J ajme vc kc vc rvc|e {njbn dbbepvr daa

hd c| feljv dgf b|efjv bd|frE; Vne rvc|e adzcuv hdfe jv edrz vc hcye

d|cugfE> J e~pebv ehpaczeer vc le gedv dgf vjfz jg

d ed|dgbe3

Vne|e rvc|e p|cyjfe rpebjda idbjajvjer ic|ndgfjbd ec ae

Ehpdvnz?

E 40

J ajme rvdii vc le pcajve3

E 44 J h ugajmeaz vc kc vc d rvc|e {ne|e

ehpaczee d|e lurz vc |erpcgf

E 4< J p|eie| ehpaczeer kjye d paedrdgv

pd|vjgk |ehd|m

E 42

J h ugajmeaz vc kc vc d rvc|e {ne|e

ehpaczee fcgv ciie| pe|rcgda dvvegvjcg


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Drru|dgbe?

E 46 J h ugajmeaz vc kc vc d rvc|e {ne|e

ehpaczeer fcgv ugfe|rvdgf hz

rpebjijb geefr3

E 45 J p|eie| ehpaczeer vc p|cyjfe

dffjvjcgda jgic|hdvjcg

E 49 J e~pebv ehpaczeer vc drm pe|vjgegv

tuervjcgr

E 4; J p|eie| vndv lendyjcu| ci vne

ehpaczeer rncuaf feyeacpr bcgijfegbe

jg he

\erpcgrjyegerr?

E 4> J ajme vc |ebejye pe|rcgda dvvegvjcg

E 4: J ajme vc fepegf cg vne ehpaczeer

E


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Vdlae >'< ? Ehpdvnz fjhegrjcg

Pdj|ef Rdhpaer Verv

'240 4'0>: '40: '0:6 '59 :: '000

':;0 4' '420 ';4< 4'


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Vdlae >'6? \erpcgrjyegerr fjhegrjcg

Pdj|ef Rdhpaer Verv

'5>0 4'24: '42< '24> '>6< 6'60 :: '000

'4:0 4'5

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Customer satisfaction in retail: Servqual Approach