Customer Service Level in Retails Shops : Case Valkea Shopping Center

Abstract

This thesis explored customer service quality in retail shops at Valkea Shopping Center in Oulu, Finland. The research aimed to evaluate how customer service is delivered in selected shops and to identify areas of improvement. A qualitative approach was employed via mystery shopping and observational techniques to gather data on employees' behavior, interaction quality, and responsiveness of service.The study was guided by key service quality and customer satisfaction concepts, including the SERVQUAL model that specifies five service dimensions: tangibles, reliability, responsiveness, assurance, and empathy (Parasuraman, Zeithaml & Berry 1988). The literature has also addressed the contribution of frontline employees to customer experience, especially in competitive retail environments. The results exhibited significant variation in service quality among stores. Some retailers provided proactive and interactive service, whereas others showed a lack of attention to customers. Most of the customer contact was brief, with few employees initiating contact or offering assistance unless prompted. The results imply a requirement for enhanced customer service training and the implementation of service standards to foster consistency. Future research can examine how cultural issues impact expectations of service, and the effectiveness of training schemes at improving customer encounters.