SERVQUAL Method in Retail Service Assessment

Introduction. Service quality and variety is currently the key success factor in retail trade. Retail service assessment can improve customer experience. The SERVQUAL method makes it possible to evaluate the service quality and solve the detected problems in customer service, thus securing the brand loyalty. Study objects and methods. The present research was based on a customer service survey conducted among 500 customers of the Lenta hypermarket in Kemerovo (Russia) in 2018. The results of the questionnaire underwent a SERVQUAL analysis. The obtained data on the customers’ needs and the degree of their satisfaction with the hypermarket customer service made it possible to develop recommendations for the retail chain. Results and discussion. The respondents answered three groups of questions: expectations, experience, and importance. The assortment of goods proved to be the most important factor, and there were no complaints in this respect regarding the Lenta retail chain. The attended time was rated second. Its assessment demonstrated a gap between the expectations and the experience (Q = –1.3). Retail space service also proved important; however, this aspect of service quality demonstrated the greatest gap between expectations and experience. Conclusion. The three-part SERVQUAL questionnaire helped to reveal the problems in the organization of the shopping service. The subsequent improvement will be important for consumers and the retail chain.