The measurement of service quality in a domestic appliance retail environment : a focus on Forestals

Abstract

The purpose of this research study is to analyse customers’ perception of the current level of service quality being delivered by Maltese firm operating in a Domestic Appliance Retail sector – Forestals. This was done by seeing the relationship between service quality vis a vis customer satisfaction. Service Quality was measured through the dimensions proposed in the SERVPERF model by Cronin and Taylor in 1992. The strength of the relationship between the dimensions; “Tangibility”, “Reliability”, “Responsiveness” “Assurance” and “Empathy” was measured. Through this study, a clearer picture on the company’s typical customer persona has emerged. It has been established that the firm tends to attract an older client, who is well established in a professional, managerial or executive profession, and is most likely purchasing from Forestals to replace an obsolete household appliance. This research includes a comprehensive study on the Maltese Domestic Appliance Retail Market as well European Trends for this Sector. The Customer Decision Making Process for a Domestic Appliance is also discussed in order to outline the high level of involvement a customer goes through when needing to purchase a Domestic Appliance. Focused Quantitative research was carried out. Confirmed customers who purchased from Forestals during January to June 2015 were approached, and were equally given the opportunity to participate in either an online or off-line questionnaire. Finally the results of the quantitative research are discussed and formed the basis for recommendations for the company to implement, in order to continue improving on their service quality, and ways in which the company can focus in order to continue to attract quality customers.