Effects of Service Quality Dimensions on Customer Satisfaction at a Leading Retail Supermarket in Yangon, Myanmar

Abstract

This research study attempts to analyze the impact of dimensions of service quality on customer satisfaction in one of the premier retail supermarkets operating in Yangon, Myanmar. The variables involved in measuring service quality include tangibility, reliability, responsiveness, assurance, and empathy. The author adopted a quantitative methodology for the conduct of this research study and collected data from 385 respondents through structured questionnaires using a Likert Scale approach and systematic sampling techniques. The number of samples is determined by applying Cochran’s formula and the research employs systematic sampling techniques. Descriptive statistics and multiple regressions were used for data analysis. Findings indicate that all service quality dimensions significantly affect the customer satisfaction. Tangible and reliability dimensions exert the strongest effect on customer satisfaction, while the others do not contribute greatly to it. Consequently, one could assume that the improved quality of services may result in high customer satisfaction. Thus, this study gives useful insights on how to improve service quality in terms of five SERVQUAL dimensions.