Multi - Criterion Decision Making Approach to Assess Retail Service Quality : A Market Perspective from Iraq

Authors

  •   Abdul Rashid Associate Professor, People’s Institute of Management & Research, People’s University, Bhopal - 462 001, Madhya Pradesh
  •   Varsha Rokade Assistant Professor, Department of Management Studies, Maulana Azad National Institute of Technology, Bhopal - 462 003, Madhya Pradesh

DOI:

https://doi.org/10.17010/pijom/2021/v14i3/158156

Keywords:

Retail Service Quality

, Analytic Hierarchy Process, Organized Food And Grocery Retail, Multi-criterion Decision Making, Customer Satisfaction.

JEL Classification

, M3, M14, M31, M140.

Paper Submission Date

, July 7, 2020, Paper Sent Back for Revision, December 8, Paper Acceptance Date, December 22, Paper Published Online, March 15, 2021.

Abstract

The objective of this research was to analyze the relative importance of different retail service quality (RSQ) criteria on customer satisfaction (CS) through multi-criterion decision making approach (Analytic Hierarchy Process). The organized retail food and grocery outlets were selected from four major cities of Iraq, that is, Baghdad, Basrah, Al Mawsil al Jadidah, and Erbil. Data were gathered from 13 experts in organized retail via specially designed AHP questionnaire and analyzed through pairwise comparison by AHP. Weights for RSQ criteria, that is, Physical Aspects, Convenience, Reliability, Problem Solving, Personal Interaction, and Technological Advancement were calculated. Internal pairwise comparison among different criteria and sub - criteria of RSQ was done. To reveal the relative importance of each criteria and sub-criteria of RSQ, the hierarchical framework was drawn. It was found that Technological Advancement of RSQ had maximum weightage on building CS ; whereas, Personal Interaction had minimum weightage. In sub-criteria comparison, ‘mobile application for placing the order’ had maximum weightage on CS, while ‘no customers waiting because of retailer gossiping’ had minimum weightage. It was concluded that a web based mobile application for online shopping and placing orders was an important parameter in building CS in organized retail food and grocery customers in the afore - mentioned cities of Iraq.

Downloads

Download data is not yet available.

Author Biographies

Abdul Rashid, Associate Professor, People’s Institute of Management & Research, People’s University, Bhopal - 462 001, Madhya Pradesh

ORCID iD : https://orcid.org/0000-0003-4235-7641

Varsha Rokade, Assistant Professor, Department of Management Studies, Maulana Azad National Institute of Technology, Bhopal - 462 003, Madhya Pradesh

ORCID iD : https://orcid.org/0000-0003-3590-589X

Downloads

Published

2021-03-31

How to Cite

Rashid, A., & Rokade, V. (2021). Multi - Criterion Decision Making Approach to Assess Retail Service Quality : A Market Perspective from Iraq. Prabandhan: Indian Journal of Management, 14(3), 49–63. https://doi.org/10.17010/pijom/2021/v14i3/158156

Issue

Volume 14, Issue 3, March 2021

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

References

aAurier, P., & N’Goala, G. (2010). The differing and mediating roles of trust and relationship commitment in service relationship maintenance and development. Journal of the Academy of Marketing Science, 38(3), 303–325. https://doi.org/10.1007/s11747-009-0163-z

Bagla, R. A., & Khan, J. (2017). Customers' expectations and satisfaction with online food ordering portals. Prabandhan: Indian Journal of Management, 10(11), 31–44. https://doi.org/10.17010/pijom/2017/v10i11/119401

Bateson, J.E.G. (1995). Managing services marketing: Text and reading. The Dryden Press.

Bennet, D., & Higgins, M. (1988). Quality means more than smiles. ABA Banking Journal, 80(6), 46.

Bhattacharya, S., & Mishra, B. B. (2016). Cyber atmospherics and its impact on e-retailing buyer behavior : A factor analysis. Prabandhan: Indian Journal of Management, 9(4), 30–51. https://doi.org/10.17010/pijom/2016/v9i4/90770

Biswas, A., & Roy, M. (2015). Green products : An exploratory study on the consumer behaviour in emerging economies of the East. Journal of Cleaner Production, 87(1), 463–468. https://doi.org/10.1016/ j.jclepro.2014.09.075

Bodet, G. (2006). Customer satisfaction and loyalty in service : Two concepts, four constructs, several relationships. Journal of Retailing and Consumer Services, 15(3), 156–162. https://doi.org/10.1016/j.jretconser.2007.11.004

Bolton, R. N., & Drew, J. H. (1991). A multistage model of customers’ assessment of service quality and value. Journal of Consumer Research, 17(4), 375–384. https://doi.org/10.1086/208564

Bowen, J. W., & Hedges, R. B. (1993). Increasing service quality in retail banking. Journal of Retail Banking, 15(3), 21–28.

Cheng, E. W. L., & Li, H. (2002). Construction partnering process and associated critical success factors : Quantitative investigation. Journal of Management in Engineering, 18(4), 194–202. https://doi.org/10.1061/(ASCE)0742-597X(2002)18:4(194)

Chiouy, C. - Y., Chou, S. - H., & Yeh, C. - Y. (2011). Using fuzzy AHP in selecting and prioritizing sustainable supplier on CSR for Taiwan's electronics industry. Journal of Information and Optimization Sciences, 32(5), 1135–1153. https://doi.org/10.1080/02522667.2011.10700110

Dabholkar, P. A., Thorpe, D. I., & Rentz, J. O. (1996). A measure of service quality for retail stores : Scale development and validation. Journal of the Academy of Marketing Science, 24(1), Article 3. https://doi.org/10.1007/BF02893933

Erbıyık, H., Ozcan, S., & Karaboga, K. (2012). Retail store location selection problem with multiple analytical hierarchy process of decision making : An application in Turkey. Procedia - Social and Behavioral Sciences, 58(1), 1405–1414. https://doi.org/10.1016/j.sbspro.2012.09.1125

Finn, D. W., & Lamb Jr., C. W. (1991). An evaluation of the SERVQUAL scale in a retail setting. In R. H. Holman & M.R. Solomon (eds.), NA - Advances in consumer research (Volume 18, pp. 483–490). Provo, UT : Association for Consumer Research.

Gitomer, J. (1998). Customer satisfaction is worthless, customer loyalty is priceless: How to make customers love you, keep them coming back, and tell everyone they know. Bard Press.

Gopalan, R. S., & Satpathy, B. (2015). Evaluation of retail service quality–A fuzzy AHP approach. Benchmarking : An International Journal, 22(6), 1058–1080. https://doi.org/ 10.1108/bij-05-2013-0052

Gronroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4), 36–44. https://doi.org/10.1108/EUM0000000004784

Harker, P. (1987). Alternative modes of questioning in the analytic hierarchy process. Mathematical Modelling, 9 (3–5), 353–360. https://doi.org/10.1016/0270-0255(87)90492-1

Kousalya, P., Reddy, G. M., Supraja, S., & Prasad, V. S. (2012). Analytical hierarchy process approach–An application of engineering education. Mathematica Aeterna, 2(10), 861–878.

Li, Y., & Sha, R. (2013). The evaluation of energy conservation development and sustainability of the retail industry in China. Energy Sources, Part B: Economics, Planning, and Policy, 9(2), 207–213. https://doi.org/10.1080/15567249.2011.567224

Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research : The dynamics of trust within and between organizations. Journal of Marketing Research, 29(3), 314–328. https://doi.org/10.1177/002224379202900303

Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460–469. https://doi.org/10.2307/3150499

Oliver, R. L. (1997). Satisfaction : A behavioral perspective on the consumer. McGraw-Hill International Editions.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. The Journal of Marketing, 49(4), 41–50. https://doi.org/10.2307/1251430

Ramanathan, R. (2001). A note on the use of the analytic hierarchy process for environmental impact assessment. Journal of Environmental Management, 63(1), 27–35. https://doi.org/10.1006/jema.2001.0455

Rashid, A., & Rokade, V. (2017). Impact of retail service quality on retailer personality and customer reactions. International Journal of Economic Research, 14(16), 457–479.

Rashid, A., & Rokade, V. (2019). Impact of CSR criteria and sub-criteria on retailer personality : A study using AHP. Prabandhan: Indian Journal of Management, 12(1), 52–63. https://doi.org/10.17010/pijom/2019/v12i1/141428

Roig-Tierno, N., Baviera-Puig, A., Buitrago-Vera, J., & Mas-Verdu, F. (2013). The retail site location decision process using GIS and the analytical hierarchy process. Applied Geography, 40, 191–198. https://doi.org/10.1016/j.apgeog.2013.03.005

Saaty, R. W. (1987). The analytic hierarchy process–What it is and how it is used. Mathematical Modelling, 9(3–5), 161–176. https://doi.org/10.1016/0270-0255(87)90473-8

Saaty, T. L. (1990). How to make a decision : The analytic hierarchy process. European Journal of Operational Research, 48(1), 9–26. https://doi.org/10.1016/0377-2217(90)90057-I

Saaty, T. L. (2008). Decision making with the analytic hierarchy process. International Journal of Services Sciences, 1(1), 83–98. https://doi.org/10.1504/IJSSCI.2008.017590

Sambasivan M., & Fei, N. Y. (2008). Evaluation of critical success factors of implementation of ISO 14001 using analytic hierarchy process (AHP) : A case study from Malaysia. Journal of Cleaner Production, 16(13), 1424–1433. https://doi.org/10.1016/j.jclepro.2007.08.003

Soon-Hoo, S., & Kim, J. (2006). Evaluating the service quality of third party logistics service providers using the analytic hierarchy process. Journal of Information Systems and Technology Management, 3(3), 261–270. https://doi.org/10.4301/s1807-17752006000300001

Taylor, S. A., & Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers’ purchase intentions. Journal of Retailing, 70(2), 163–178. https://psycnet.apa.org/doi/10.1016/0022-4359(94)90013-2