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Measure of Service Quality and Customer Satisfaction in the Supermarkets in Bangladesh: A Case Study of Dhaka City


Mohammad Bin Amin, Md. Kashedul Wahab Tuhin, Sajal Kumar Dey

Nowadays, self-service super markets are becoming popular place of shopping to city dwellers. Growing numbers of supermarkets are also facing competition from their competitors to attract and retain their customers. Supermarkets want to make a good relationship with their costumers the way they serve the costumers, providing wide assortment of products, convenient environment, competitive offerings which will make the customers satisfy. The purpose of the study is to determine the consumer satisfaction of service quality offered in supermarkets of Dhaka city. The data were collected from 250 respondents through structured questionnaire by using five point likert scales and was analyzed using one sample t test and multiple regressions. The five dimensions such as tangibility, assurance, responsiveness, reliability (dependent dimension) and empathy have been examined. The findings showed that the dimensions of service quality such as tangibility, assurance, reliability and empathy were positively related to customer satisfaction. The management should focus on empathy dimensions to be ahead of the competitor.

Keywords: Service quality, customer satisfaction, supermarkets, Dhaka City..

JEL Classification: M31