Perceived service quality, customer satisfaction and store loyalty: relationships in a grocery retailing context

The aim of the paper is to study service quality in a peculiar context, a grocery retailing store setting, trying to investigate the relationships within perceived retail service quality, customer satisfaction and behavioural loyalty. To measure service quality, we apply a measurement scale specifically addressed to assess service quality in retail settings, i.e. the Retail Service Quality Scale (Dabholkar et al., 1996). We applied a modified version of this scale that has been proved valid and reliable for supermarkets (Vazquez et al., 2001).A theoretical model based on six hypothesis is proposed and empirically tested conducing a survey on a sample of retail customers (450 interviewees) after having performed a qualitative research phase based on focus groups. The constructs' reliability and validity were assessed using confirmatory factor analysis. Structural equation modeling was employed to estimate the relationships among constructs.Results prove the presence of a causal relationship within perceived service quality, customer satisfaction and store loyalty, with service quality playing an activating role and customer satisfaction performing a mediating role. Findings also identify a direct relationship between service quality and behavioural intention but not behavioral loyalty, as well as a direct link between customer satisfaction and behavioural intention. Scientifical and managerial implications are discussed.