The Investigation of Priorities of Retail Service Quality

Abstract

Abstract The competition in retail marketing that increases every year, it has forced firms to think about strategies due to customer expectations and demands are also increasing. In terms of retail industry in entire countries like Indonesia, that recorded high growth rate. Therefore, this study aims to identify the most critical factors in retail-related in service quality through analysis of five criteria. To identify the priorities, we conducted a survey of 30 respondents in Manado by questionnaires using the analytic hierarchy process method. Five variables such as physical aspect, reliability, personal interaction, problem solving and policy were considered for this research. The analysis has conducted with expert choice software 2000 in order to analyze criteria toward the customers in retail service quality. We found that in all thirty respondent, problem-solving criteria has the most important. By male perspective, they considered policy is the most important criteria among the others. Whereas by female perspective, they prefer those personal interaction criteria that the most important. According to age < 30 years old, they inclined to a personal interaction that has the most important criteria, meanwhile categories age of 30 years old respondents considered that reliability is the most important criteria. This study may have major implications for research the retail industry in the future, to consider towards on some perspective based on gender, age, etc., as benchmarks to improve the capability to get the place in customers as for sustain the company revenue in the future. Also, this research can be a recommendation in order to pick out also focused on variables of priority in their development retail and internal management.

Keywords: Retail, Service Quality, Customer Satisfaction, Customers, Revenue, Decision Making, Management