The impact of service quality on sales performance : a case of Shwapno
Khalil, Ibrahim (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023121537764
https://urn.fi/URN:NBN:fi:amk-2023121537764
Tiivistelmä
The objective of this study was to examine the influence of service quality on the sales performance of Shwapno supermarkets in Bangladesh. The primary aims of this study encompassed the examination of the impact of complaint management on fostering client loyalty, as well as the exploration of the relationship between service quality measures, customer happiness, and the probability of achieving successful sales. A survey was conducted in Dhaka, including thirty clients of Shwapno, utilizing the SERVQUAL model to ascertain the consumers' impressions of the quality of service in relation to tangibles, responsiveness, assurance, and empathy. The absence of a statistically significant distinction between the real (SQR) and perceived (SQP) SERVQUAL ratings suggests that the established requirements are being well fulfilled. In addition, it is worth noting that there exists a positive link between satisfaction (r=0.57) and sales success (r=0.69) with SQ, suggesting a significant impact of SQ on both variables.
The significance of effective complaint management is underscored by the fact that around 20 percent of dissatisfied customers express a decline in their desire to repurchase and a fall in their likelihood of recommending the product or service due to unresolved complaints. Three crucial recommendations based on the findings that were assessed include the integration of ongoing customer feedback mechanisms, the enhancement of complaint handling procedures through empowered service recovery, and the deployment of loyalty incentives to augment the share of wallet. Based on the findings of the research, it can be inferred that the provision of exceptional customer service plays a crucial role in augmenting sales at grocery shops. The findings are substantiated by the available primary and secondary data. Utilizing the research results, the strategic usage of resources by Shwapno towards the enhancement and preservation of dependability, responsiveness, and service recovery would likely yield significant benefits for the organization.
The significance of effective complaint management is underscored by the fact that around 20 percent of dissatisfied customers express a decline in their desire to repurchase and a fall in their likelihood of recommending the product or service due to unresolved complaints. Three crucial recommendations based on the findings that were assessed include the integration of ongoing customer feedback mechanisms, the enhancement of complaint handling procedures through empowered service recovery, and the deployment of loyalty incentives to augment the share of wallet. Based on the findings of the research, it can be inferred that the provision of exceptional customer service plays a crucial role in augmenting sales at grocery shops. The findings are substantiated by the available primary and secondary data. Utilizing the research results, the strategic usage of resources by Shwapno towards the enhancement and preservation of dependability, responsiveness, and service recovery would likely yield significant benefits for the organization.