Abstract
The study aims to measure the customers’
expectation levels of service quality in the food retail sector
against their perceptions levels of the service quality at
Nakumatt hypermarkets and to determine the gap
between customers’ expectations and their perceptions of
the service quality.
A descriptive research design was adopted to carry out
the research. Using a SERVQUAL survey instrument
based on the Dabholkar RSQS model this study was
conducted with customers from Nakumatt stores in
Nairobi Kenya. . Through a self reported questionnaire,
150 respondents were approached using a convenience
sampling method from the store locations.
Key findings include confirmation that customers have
higher expectations for service quality in retail
supermarkets than is anticipated. Gap 5, which is a gap
between customers’ Expected Service and customers’
Perceive This study does not differentiate applicability of
the RSQS in the different formats of the retail store.
Future research should examine the impact of the different
retail formats in using the scale for measuring retail
service quality. Also the customers were a little reluctant
in revealing the information because of the lengthiness of
the questionnaire.
This is one of the few studies which attempted to
investigate customers’ expectations of service quality in
retail supermarket in Kenya. d Service, was identified.