Service Quality in Mega Shops: A Study of Consumers Satisfaction in Apparel Retailing

Abstract

The purpose of the study is to determine the consumer satisfaction of service quality offered at mega shops in Dhaka city. The data was collected from 200 respondents through structures questionnaire by using five point linker scales and was analyzed using one sample t test and multiple regression. The five dimensions such as tangibles, customer knowledge, responsiveness, convenience (dependent dimension) and competence. The finding showed that the dimensions of service quality such as tangibles, customer knowledge, convenience Competence were positively related to customer satisfaction. The management should focus on competence dimensions to be ahead of the competitor.

Keywords: Service quality, Customer satisfaction, Apparel retailing, Dhaka city