Abstract

In retailing different requirement of service quality in product or services environment required. Some of the retail stores have lack on service quality whereas the salesperson is not well trained, unknowledgeable and rude. This study aims to evaluate the retail service quality from a supermarket in Kuching, Malaysia and sets out to determine what influence customers to shop. This research looks at the five dimensions of retail service quality: the physical aspect, reliability, personal interaction, problem solving and policy. A survey of 200 respondents was conducted and reliability test is measured to represent the dimensions whereas regression test and Pearson correlation is used to answer the research questions and testing the hypotheses. The overall finding confirms the importance of quality service, the need to upgrade services to remain competitive, and consideration by government on modernization of retail outlets using the credit card will bring burden to the consumers as against the benefits. In addition, implications of this study as well as directions for future research are discussed.

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