Customer Satisfaction With Customer Service and Service Quality in Supermarkets in a Third World Context

Extant research on customer service mostly refers to circumstances in Western societies, which limits an understanding of how customers from different countries and cultural backgrounds anticipate, experience and conceptualize CS. The notion that consumers often divide their purchases across different supermarkets that apparently stock the same goods suggested a difference in service quality and inspired this research that aimed to identify specific elements of customer service that individually and/or collectively affect consumers’ satisfaction with customer service in supermarket/s and their consequent contribution towards repeat purchase behaviour. 386 participants were involved and data was collected in two phases. Factor analysis identified three elements of customer service that were presented in a model to indicate the inter relatedness of the various constructs in terms of customer service, service quality and store loyalty.


Nadene JMM Marx and Alet C Erasmus (2006) ,"Customer Satisfaction With Customer Service and Service Quality in Supermarkets in a Third World Context", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 77-85.


Nadene JMM Marx, Master's student, Republic of South Africa
Alet C Erasmus, Senior lecturer, Republic of South Africa


AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006

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