Abstract:
Services quality is considered as a key dimension of customer satisfaction. In supermarkets,
it is a basic retailing strategy which is practiced in all over the world. Sri Lankan supermarkets
also try to enhance the services quality since it assists in both retention and expansion of
existing customer base.
The main objective of this study was to figure out the customer satisfaction towards services
quality of supermarkets in Sri Lanka. Further it was aimed to identify the retailing strategies
used by Sri Lankan supermarkets to improve the services quality.
This study based on both primary and secondary data. The primary data were collected from
the sample survey that was carried out by using structured questionnaire for 50 customers
in Gampaha districts. Simultaneously unstructured discussions were also made to identify
the attitude of supermarkets' employees towards the service quality. Descriptive statistical
methods such as percentages, frequency counts and mean scores were used to analyze the
data.
The findings revealed that there is a significant impact of service quality on customer
satisfaction in Sri Lankan supermarkets and more than 80% of respondents were in the
view that they select supermarket outlets because of the service quality and the convenience
of selecting varieties of products.
