Category: Business (Retail)
Prepared: June 2011
Abstract
With
the increase in competition and changing business scenario due to economic
downturn, the retail industry is facing challenges to attract more customers.
At this point companies have started to focus more on understanding customers
and delivering better value through superior service quality. The purpose of
this study is to evaluate the service quality at TK Maxx stores and find out
the perception of customers towards service quality dimensions. The study examines the applicability of SERVQUAL and RSQS
models by measuring five dimensions of service quality that are
further divided into 17 sub-dimensions. The finding indicates that the problem
solving dimension of TK Maxx is not satisfactory enough compared to other
dimensions. Also, customers are more bothered towards refund and exchange
services of TK Maxx than other sub-dimensions. The report concludes that
increase in service quality can provide customer satisfaction which eventually
retains valued customers.
Chapter I. Introduction
Do what you do so well that they will want to see it again and
bring their friends.
Walt
Disney
Service
quality has been a key issue in business today. Service is the factor that
delights customers because same need can be fulfilled by several products. So,
companies have started differentiating the service. Great service often helps
to sell a physical good and even make it more useful and thereby valuable to
the buyer (Lovelock
& Jochen 2007)
Business organizations invest handsome amounts of financial and human resources
to retain consumers and encourage repetitive consumption, but not all of them
succeed. The market scenario has been changed with in these few years,
especially after the economic downturn. The consumer’s buying behaviour has
changed and organizations are confronting challenge to satisfy customers and
retain them. So, organizations have started focusing on service factors because
customers are more demanding, they want more spending less.
The
study will evaluate service quality at TK Maxx by applying the SERVQUAL and
RSQS models.
Research Objectives
·
To identify customers
perceptions of service quality at TK Maxx
·
To measure customer
satisfaction in relation to service quality dimensions at TK Maxx
·
To assess the
applicability of SERVQUAL model to measure quality of service at TK Maxx
No comments:
Post a Comment