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Abstract
What do shoppers want improved in their supermarkets? By any standard, supermarkets are earning a barely passing grade. This research looks at the systematic as well as the human interaction variables that contribute to customer service satisfaction. In this study Customer satisfaction is based on levels of customer service that have two primary drivers: customer expectations regarding service and customer experiences with service. Items representing various facets of customer service were generated via focus groups, executive interviews, and a review of various government and proprietary customer service surveys. This process resulted in the generation of 53 items. Using a quota sample of 100 adult food shoppers, the 53-item instrument was condensed into 21 items. Accurate check-out, speedy check-out, and uncluttered aisles are the three most important customer service attributes.
