Key factors of retail service quality affecting shoppers perception of retail store service suppermakets versus convenience shops in vietnam

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Dang Van Tuan KEY FACTORS OF RETAIL SERVICE QUALITY AFFECTING SHOPPERS’ PERCEPTION OF RETAIL STORE SERVICE: SUPPERMARKETS VERSUS CONVENIENCE SHOPS IN VIET NAM ID: 22110076 MASTER OF BUSINESS SUPERVISOR: Dr DINH THAI HOANG Ho Chi Minh City – Year 2014 Abstract The purpose of this paper was to determine shoppers’ perceptions of service quality offered in Ho Chi Minh City, Viet Nam supermarkets and small convenience shops A cross sectional design of explorative nature was adopted for this study to evaluate the shoppers’ perception of the convenience shops and supermarkets This research was used an existing scale to measure retail service quality and also explores the comparison between the convenience shops and supermarkets The objectives of this study have been achieved through study 355 completed questionnaires obtained from Ho Chi Minh City customers were used in the analysis for the main study There are main five factors positively affect to overall evaluation of retail service quality including physical aspects, reliability, personal interaction, problem solving and policy Principal component analysis was used for scale reduction and multiple regression analysis was used to find associations The result of this study recommend that the competitive strategies for convenience shops are to concentrate on willingness to assist or in helping the customer, skills to solve customers’ problems and providing variety and deep assortment and improvement in cleanliness It coincides with customers’ suggestions for improvement such as improving on the physical facilities, displays, shop presentation and arrangement as well as in-store and environment The competitive strategies for supermarkets are to concentrate policy and personal interaction From these findings, managerial implications and limitation of this research have been also discussed CHAPTER 1: INTRODUCTION 1.1 Problem statement 1.2 Research methodology and research scope 1.3 Research contribution CHAPTER 2: REVIEW OF LITERATURE 2.1 Service quality and customers’ perception 2.2 Review of Service Quality Models 10 2.3 Model and hypothesis 14 2.4 Moderating effect 17 CHAPTER 3: METHODOLOGY 20 3.1 Research process 20 3.2 Sampling design 20 3.2.1 Sample Size 20 3.2.2 Pilot survey 21 3.2.3 Main survey 21 3.3 Measurement scale 21 3.4 Methodology of data analysis 22 3.4.1 Descriptive statistics 22 3.4.2 Reliability analysis 22 3.4.3 Exploration factor analysis 22 3.4.4 Multiple regression analysis 23 3.4.5 Data analysis 23 CHAPTER 4: RESEARCH RESULTS 24 4.1 Data statistical analysis 24 4.2 Cronbach’s Alpha coefficient of reliability test 26 4.3 Exploratory factor analysis (EFA) 28 4.4 Multiple regression analysis for common model 31 4.5 Hypothesis testing for Common model 33 4.6 Multiple regression analysis of supermarkets 35 4.7 Multiple regression analysis of Convenience Shops 37 4.8 Hypothesis testing of moderating effect 40 CHAPTER 5: CONCLUSION, IMPLICATIONS, AND LIMITATIONS 43 5.1 Conclusion 43 5.2 Managerial implications 43 5.2.1 Competitive Strategies for Convenience Shops 44 5.2.2 Competitive Strategies for Supermarkets 45 5.3 Limitation and for further research 46 APPENDIES 52 Appendix 1: The RSQS Items used in the Instrument 52 Appendix 2: Questionnaire (English Version) 54 Appendix 3: Questionnaire (Vietnamese Version) 58 Appendix 4: Test result of independence of residuals – Common Model 61 Appendix 5: Test result of linear relationship - Common Model 61 Appendix 6: Test result of homoscedasticity of residuals – Common Model 62 Appendix 7: Correlation indexes – Common Model 62 Appendix 8: Coefficients indexes – Common Model 63 Appendix 9: Test result of Normality of residuals – Common Model 63 Appendix 10: Test result of independence of residuals – Convenience shops 64 Appendix 11: Test result of linear relationship - Convenience shops 64 Appendix 12: Test result of homoscedasticity of residuals – Convenience shops 66 Appendix 13: Correlation indexes – Convenience shops 66 Appendix 14: Coefficients indexes – Convenience shops 67 Appendix 15: Test result of Normality of residuals – Convenience shops 68 Appendix 16: Test result of independence of residuals - supermarkets 68 Appendix 17: Test result of linear relationship – supermarkets 68 Appendix 18: Test result of homoscedasticity of residuals – supermarkets 69 Appendix 19: Correlation indexes - supermarkets 70 Appendix 20: Coefficient indexes - supermarkets 71 Appendix 21: Test result of Normality of residuals – supermarkets 71 CHAPTER 1: INTRODUCTION Retail service quality has drawn attention of researchers and managers in recent decades (Zeithaml, 2000) It has become very much important in the competitive environment and widely used by the retailers as one of the important strategy because of its impact on customer satisfaction The retailing industry plays a crucial role in the overall economy of Viet Nam By satisfying customers through high quality service, business firms not only retain their current customers, but also increase their market share (Finn and Lamb, 1991) By the way, retailers have positioned themselves for all kind of customer needs and income levels especially the growing young working population Many retailers have been upgrading themselves by relocating to up-coming modern malls and shopping centers, providing superior shopping atmosphere and experience especially in the urban and semi urban centers To date, many studies on service quality relied on service quality construct and scale by Parasuraman et al (1988) However, this application to the retail industry may not be appropriate for service quality in retailing industry, as well as not clear enough whether these retailers have fully embraced the retail concept which emphasis on proper communication, total retail experience, customer service, relationship retailing and consistent strategy Additionally, the retailers are more forced to concentrate towards customer’s perception in the competitive environment One of typical characteristic in retail setting, especially retail stores where there is a mix of product and service, retailers are likely to have impact on service quality more than on product quality (Dabholkar et al., 1996) As retailers can create such effects, service quality plays a significant strategic role in creating quality perceptions In this, the marketing decisions revolving around the target market, product assortment, services and store atmosphere, store activities and experience, procurement, price decisions, communications and location decisions which are very critical to a retailer’s success should be emphasized (Kotler & Keller, 2006) Recently, the growth in importance of service quality in the world has been influenced greatly by the changing nature of the world economies and the customers changing needs, tastes and preferences The move has also been fueled by the growth in consumerism, world travel and the competitive business environments The service quality has become a key concept in a competitive corporate strategy (Gronroos, 2001) However, there have been very few studies on retail service quality in Vietnam, especially the comparison between supermarkets and convenience shops Therefore, the research on perception of service quality within convenience shops and supermarkets in Viet Nam is necessary to show out an overall picture of retail service quality in Viet Nam Hence, the question is how to evaluate customer’s perception of service performance within the retail stores that needs to clarify timely and pertinent because perceived performance could influence the retail stores image, customer satisfaction and bottom-line growth 1.1 Problem statement Recently, many firms have come to realize that understanding, meeting and anticipating customer needs is probably the most important source of sustained competitive advantage (Vilares & Coelho, 2003) Especially, in-depth knowledge of how to satisfy customers is very important in developing countries such as Viet Nam, where small convenience stores are struggling to compete with large supermarkets that are expanding to sub-urban areas and elsewhere In order to gain the competitive advantage and increase organizational effectiveness, the improvement of service quality is required and needed to be paramount to focus attention, because that is only the way to make a differentiation Excellent customer service may indeed be the best answer to countering the increasing trend of the expansion of supermarkets The retailing sector has been the focus of much academic research and considerable attention have been directed to the way consumers think and feel about stores making up their attitudes and perceptions towards the stores In the world, there are some researchers have researched about this such as Ed Watkins (1976) researched on factors influencing choice of supermarkets and convenience stores to develop a marketing strategy for each, while Ryu and Han (2010) investigated the influence of quality food, service and physical environment on customer satisfaction and behavioral intention in quick-casual restaurants in Midwestern state This study is aimed to explore the components of retail service quality in term of supermarkets and convenience shops in Viet Nam, as well as the relationships between each of retail service quality components and customer’s overall evaluation of retail service quality This study is also to assess shoppers’ perceptions of the quality of service provided by the convenience shops and the supermarkets in Viet Nam Specifically, this research is to find the pertinent answers to the following questions: What are the key factors of retail service quality (convenience shops and supermarkets)? What shoppers generally consider important while shopping in a retail store? 1.2 Research methodology and research scope The survey questionnaire is originally developed in English and then translated into Vietnamese In-depth interviews are then conducted with five convenience shoppers for each area including supermarket/ convenience shop in order to modify the Vietnamese version of the questionnaire before the survey is implemented in mass The next step is analyzing the collected data The data of this research is processed using SPSS software with three main stages First, Cronbach‟s Alpha is used to test the reliability of the measurement scale Then, the validity of the measurement scale will be checked by Exploratory Factor Analysis (EFA) Finally, simple regression and multiple regression are employed as the main method for investigating the relationships among factors in the research model Ho Chi Minh City has been chosen to conduct the survey for this study since it is one of the biggest cities in Vietnam and most of international brands centralize here Moreover, Ho Chi Minh City is also one of the wealthiest cities in Vietnam, so people who live here will have higher chance to visit supermarkets and/ or convenience shops, which are usually quite often 1.3 Research contribution This research complements and adds to previous research by expanding the study of retail service quality to include supermarket and convenience shop with the comparison Therefore, this study is very important because it offers a scale to measure service quality that is suitable for supermarkets and convenience shops and which could be modified slightly to expand whole retail industry Based on findings in the end of this research, we hope to provide practical contributions to the retail service quality industry, particularly to owner of supermarkets and/ or convenience shops who have the intention to develop their business, especially enter Ho Chi Minh City market However, it is essential for owners of supermarkets and/ or convenience shops to find out effective strategies that can maximize opportunities and minimize obstacles This study with deep understanding of consumers’ intent to use supermarkets and/ or convenience shops can help their owners have a higher chance to be successful in Ho Chi Minh City market In summary, the findings of this study would be useful for retail brand marketers who want to penetrate the business in Ho Chi Minh City and who have already developed in the market and want to maintain the loyalty of their customers 1.4 Research structure This study is organized into five chapters It starts with the introduction chapter which presents an outline of this research This chapter includes background of the research and research objectives Besides, the significance that this study contributes to management practice as well as scope of the research and methodology of data analysis are also mentioned in the first chapter Chapter two reviews and synthesizes the theories in the literature of five concepts, including physical aspects, reliability, personal interaction, problem solving and policy This chapter also describes research model and proposed hypotheses Chapter third introduces research methodology used to empirically test the research model Chapter four presents the results of data analysis The final chapter discusses summarily the study’s core findings, suggests some recommendations for business strategy of retail companies based on findings and finally points out some limitations of the research CHAPTER 2: REVIEW OF LITERATURE This chapter presents a review of relevant literature related to factors affecting customer’s perception in comparison between supermarkets and convenience shops This chapter also states the hypotheses and propose conceptual model for this study 2.1 Service quality and customers’ perception of retail store service Service quality is a critical component of customer perceptions about the service as retailers provide both goods and services to their customers Retailing has been characterized as a service with high degree of labor intensity, and low degree of interaction and customization (Tan & Mehta, 1994) Examples of retailers in Viet Nam include the supermarkets and many others of small shops such as kiosks (very small convenience shop), hawkers, butcheries, fuel stations, bookshops, hotels, chemists, ordinary shops, auto dealers, cloth stores, jewelry stores, gift shops, shoe shop, furniture stores, music stores, etc As thus, the service quality is defined as customers’ perception of how well a service meets or exceeds their expectations (Czepiel, 1990) By growing the research in the service quality, it has made many retailers to understand the importance of service quality in their retail offerings As mentioned earlier, positive customer’s perception of service quality can greatly influence a firm’s performance and competitiveness Customer’s perception has been defined as a customer’s overall impression of the relative inferiority/superiority of an organization and its services (Bitner & Hubbert, 1994) This perception is influenced by many factors such as employee’s performance, facilities, price of products and quality of service offered among other factors Further, due to technological developments of education, customer’s perceptions are greatly changing and calling for organizations to have concerted effort to understand these perceptions On the other hand, retail image refers to how a retailer is perceived by customers and other parties According to Berman and Evans (2005) overall retail image is influenced by store location, merchandise attributes, pricing, firm’s positioning, customer service, target market, attributes of physical facilities, shopping experience, promotion tools (such as advertising, public relations, personal selling, sales promotion) and community service Further, Berman and Evans (2005) note that a retailer's image depends heavily on its ‘atmosphere’ or the psychological feeling a customer gets when in that retail outlet 2.2 Review of Service Quality Models Service quality in retail outlets is different from other product or service oriented organizations (Finn, 2004) Service quality is considered as the most vital performance indicator of an organization in both the marketing literature usually and the service marketing literature particularly A number of models of service quality have been developed A review of service quality scales of retail by Wang (2003) indicates that the two most widely used scales are the SERVQUAL developed by Parasuraman (1988) and RSQS developed by Dabholkar (1996) On the application of SERVQUAL within retail setting, in 1980s, in the attempt to define the service quality as well as to develop a model of service quality affecting customer satisfaction, Parasuraman conducted an exploratory investigation The results showed that regardless of the type of service, consumers used the similar criteria in evaluating service quality (Parasuraman et al., 1985) In deep of review, Wang noted that SERVQUAL fails to provide a precise and efficient measure of service quality in retail settings such as discount stores and apparel specialty stores that offer a goods and services Wang found that there is a broad variety of experiential factor structures that can be obtained which vary in terms of interpretability thus conflicting from five factor structure Reliability, Assurance, Tangibility, Empathy Responsiveness proposed by Parasuraman (1988) This model indicates that consumer perceptions of quality influenced by five gaps occurring in the internal process of service delivery The basic premise is that service quality could be defined by the difference between expected service and perceived service (Parasuraman et al, 1985) By looking at that model, we can see that the first four factors are those on the service provider side of service (organization side) The last factor (Empathy Responsiveness) relates to the customer side of service However, SERVQUAL applies in the study of different types of 10 Educational level  Secondary  High school  College University  Else  Officer  Management  Else Occupation  Student Income per month (1,000,000vnd / month)  20 Thank you for your co-operation in completing this questionnaire! 57 Appendix 3: Questionnaire (Vietnamese Version) PHIẾU KHẢO SÁT Kính chào Anh/ Chị, tên Đặng Văn Tuấn, học viên cao học Trường Đại Học Kinh Tế TP HCM Tôi nghiên cứu chất lượng dịch vụ bán lẻ ảnh hưởng đến thái độ mua hàng Rất mong Anh/ Chị dành khoảng 10 phút để trả lời Phiếu khảo sát Mặc dù câu trả lời Anh/ Chị quan trọng nghiên cứu tôi, nhiên việc tham gia khảo sát hoàn toàn không bắt buộc Thông tin cá nhân Anh/ Chị giữ bí mật hoàn toàn Trong trình thực phiếu khảo sát này, Anh/Chị có thắc mắc nào, xin vui lòng liên lạc với thông qua địa email: dangtuan151@yahoo.com số điện thoại 0902 517 279 I Phần A Anh/ Chị thích mua sắm siêu thị hay cửa hàng tiện ích?  Siêu thị  Cửa hàng tiện ích Lần gần anh/ chị mua sắm siêu thị hàng tiện ích nào? 00/ 00/ 00 (Tháng/ Ngày/ Năm) 58 II Phần B Phần tìm hiểu thái độ, nhận thức Anh/ Chị chất lượng dịch vụ bán lẻ Không đồng ý Hơi đồng ý Đồng ý Hoàn toàn đồng ý Cửa hàng/ siêu thị X có đồ đạc thiết bị đại Cửa hàng/ siêu thị X sở vật chất (phòng thử nhà vệ sinh) bề bắt mắt Các vật tư liên quan đến dịch vụ cửa hàng/ siêu thị X (như túi mua sắm, thẻ khách hàng trung Cửa hàng/ siêu thị X sẽ, hấp dẫn sở vật chất thuận tiện (nhà vệ sinh, phòng thử) Sự bố trí cửa hàng/ siêu thị X dễ dàng để tìm kiếm Sự bố trí cửa hàng/ siêu thị X dễ dàng di chuyển cửa hàng/ siêu thị Khi cửa hàng/ siêu thị X hứa làm điều (như sửa chữa, thay đổi) thời gian định, Khi cửa hàng/ siêu thị X cung cấp dịch vụ họ hứa làm điều Cửa hàng/ siêu thị X thực dịch vụ lần Cửa hàng/ siêu thị X có sẵn hàng hóa cần mua Cửa hàng/ siêu thị X yêu cầu hồ sơ giao dịch lỗi bán hàng Nhân viên cửa hàng/ siêu thị X có kiến thức trả lời câu hỏi Hành vi nhân viên cửa hàng/ siêu thị X làm tăng sư tự tin cho Tôi cảm thấy an toàn giao dịch với cửa hàng/ siêu thị X Nhân viên cửa hàng/ siêu thị X cung cấp dịch vụ nhanh chóng cho Nhân viên cửa hàng/ siêu thị X nói với xác dịch vụ thực 7 7 7 7 7 7 7 7 10 11 12 13 14 15 16 59 Trung dung Hơi không đồng ý Hoàn toàn không đồng ý Xin cho biết mức độ đồng ý Anh/ Chị phát biểu sau cách đánh dấu ( X ) vào ô tương ứng, với: Ô số 1: Hoàn toàn không đồng ý Ô số 2: Không đồng ý Ô số 3: Hơi không đồng ý Ô số 4: Trung gian Ô số 5: Hơi đồng ý Ô số 6: Đồng ý Ô số 7: Hoàn toàn đồng ý Câu hỏi 17 Nhân viên cửa hàng/ siêu thị X không tỏ bận rộn để đáp ứng yêu cầu Cửa hàng/ siêu thị X cung cấp cho chăm sóc riêng Nhân viên cửa hàng/ siêu thị X lịch với Nhân viên cửa hàng/ siêu thị X đối xử với lịch điện thoại Cửa hàng/ siêu thị X sẵn sàng xử lý việc trả lại đổi hàng chưa qua sử dụng Khi gặp vấn đề mua hàng, cửa hàng/ siêu thị X thể quan tâm chân thành Nhân viên cửa hàng/ siêu thị X xử lý trực tiếp khiếu nại Cửa hàng/ siêu thị X cung cấp hàng hóa chất lượng cao Cửa hàng/ siêu thị X có bãi đậu xe thuận tiện 7 7 7 7 Cửa hàng/ siêu thị X mở cửa vào thời gian thuận tiện cho tất đối tượng khách hàng 27 Cửa hàng/ siêu thị X chấp nhận tất thẻ tín dụng ngân hàng lớn 28 Cửa hàng/ siêu thị X cung cấp phiếu mua hàng riêng họ 29 Tổng mong muốn hàng hóa dịch vụ 7 7 Những mong muốn liên quan đến yêu cầu khách hàng Cửa hàng/ siêu thị X 31 Những mong muốn độ tin cậy Cửa hàng/ siêu thị X 7 18 19 20 21 22 23 24 25 26 30 III Phần C – Thông tin cá nhân a Giới tính □ Nam □ Nữ b Tuổi □ Từ 18- 25 □ 26-35 □ 36-45 □ Độc thân □ khác □ Trên 46 c Tình trạng hôn nhân □ Đã kết hôn d Trình độ học vấn □ Cấp □ Cấp □ Trung cấp/ Cao đẳng/ Đại học □ Khác e Nghề nghiệp □ Sinh viên □ Nhân viện văn phòng f Thu nhập bình quân tháng (triệu đồng) □ Dưới □ 5-10 □ 11-15 □ Quản lý □ 16-20 CẢM ƠN ANH CHỊ ĐÃ THAM GIA KHẢO 60 □ Khác □ Trên 20 Appendix 4: Test result of independence of residuals – Common Model Model R 437a R Square Adjusted R Square Std Error of the Estimate 0.191 0.178 2.87149 DurbinWatson 1.508 a Predictors: (Constant), Overall_PO, Overall_PS, Overall_PI, Overall_PA, Overall_RE b Dependent Variable: Overall_OSQ Appendix 5: Test result of linear relationship - Common Model 61 Appendix 6: Test result of homoscedasticity of residuals – Common Model Appendix 7: Correlation indexes – Common Model 62 Appendix 8: Coefficients indexes – Common Model Model Unstandardized Coefficients Std B Error (Constant) 5.802 1.063 Overall_PA -.161 075 Overall_RE 109 044 Overall_PI -.024 031 Overall_PS 085 048 Overall_PO 314 048 a Dependent Variable: Overall_OSQ Standardized Coefficients t Sig Beta -.120 141 -.041 101 364 Collinearity Statistics Tolerance 5.458 -2.150 2.483 -.755 1.781 6.511 000 032 014 451 076 000 Appendix 9: Test result of Normality of residuals – Common Model 63 835 817 876 816 839 VIF 1.198 1.224 1.142 1.225 1.191 Appendix 10: Test result of independence of residuals – Convenience shops Adjusted Std Error R R of the DurbinModel R Square Square Estimate Watson a 547 299 275 2.84133 1.698 a Predictors: (Constant), Overall_PO, Overall_PI, Overall_PS, Overall_PA, Overall_RE b Dependent Variable: Overall_OSQ Appendix 11: Test result of linear relationship - Convenience shops 64 65 Appendix 12: Test result of homoscedasticity of residuals – Convenience shops Appendix 13: Correlation indexes – Convenience shops Overall_ OSQ Overall_ OSQ Overall_P A Overall_ Pearson RE Correlat Overall_P ion I Overall_P S Overall_P O Overall_ OSQ Overall_P A Sig (1- Overall_ tailed) RE Overall_P I Overall_P S Correlations Overall_ Overall_ PA RE Overall _PI Overall _PS Overall_ PO 1.000 050 295 -.128 265 420 050 1.000 083 -.172 -.028 217 295 083 1.000 096 035 284 -.128 -.172 096 1.000 067 047 265 -.028 035 067 1.000 081 420 217 284 047 081 1.000 270 000 058 001 000 156 017 365 004 120 333 000 206 284 270 000 156 058 017 120 001 365 333 66 206 162 N Overall_P O Overall_ OSQ Overall_P A Overall_ RE Overall_P I Overall_P S Overall_P O 000 004 000 284 162 151 151 151 151 151 151 151 151 151 151 151 151 151 151 151 151 151 151 151 151 151 151 151 151 151 151 151 151 151 151 151 151 151 151 151 151 Appendix 14: Coefficients indexes – Convenience shops Model (Constant) Overall_PA Overall_RE Overall_PI Overall_PS Overall_PO Unstandardized Standardized Coefficients Coefficients B Std Error 5.617 2.233 -.128 127 156 t Sig Beta Collinearity Statistics Tolerance VIF 2.516 013 -.073 -1.004 317 917 1.090 055 207 2.842 005 911 1.098 -.148 055 -.194 -2.720 007 952 1.051 254 074 239 3.416 001 988 1.012 316 064 366 4.924 000 873 1.145 a Dependent Variable: Overall_OSQ 67 Appendix 15: Test result of Normality of residuals – Convenience shops Appendix 16: Test result of independence of residuals - supermarkets Std Adjusted Error of R R the DurbinModel R Square Square Estimate Watson 505a 255 231 2.61900 1.544 a Predictors: (Constant), Overall_PO, Overall_PA, Overall_RE, Overall_PS, Overall_PI b Dependent Variable: Overall_OSQ Appendix 17: Test result of linear relationship – supermarkets 68 Appendix 18: Test result of homoscedasticity of residuals – supermarkets 69 Appendix 19: Correlation indexes - supermarkets Overall_ OSQ Pearson Correlat ion Sig (1tailed) Overall_ OSQ Overall_P A Overall_ RE Overall_P I Overall_P S Overall_P O Overall_ OSQ Overall_P A Overall_ RE Overall_P I Overall_P S Correlations Overall_ Overall_ PA RE Overall _PI Overall _PS Overall_ PO 1.000 -.042 235 471 024 380 -.042 1.000 079 -.020 549 093 235 079 1.000 502 045 486 471 -.020 502 1.000 -.066 521 024 549 045 -.066 1.000 160 380 093 486 521 160 1.000 296 001 000 382 000 156 400 000 119 000 286 000 201 000 296 001 156 000 400 000 382 000 286 70 201 020 N Overall_P O Overall_ OSQ Overall_P A Overall_ RE Overall_P I Overall_P S Overall_P O 000 119 000 000 020 164 164 164 164 164 164 164 164 164 164 164 164 164 164 164 164 164 164 164 164 164 164 164 164 164 164 164 164 164 164 164 164 164 164 164 164 Appendix 20: Coefficient indexes - supermarkets Model Unstandardized Coefficients Std Error (Constant) 5.078 1.275 Overall_PA -.096 093 Overall_RE -.046 067 Overall_PI 260 056 Overall_PS 053 066 Overall_PO 169 074 a Dependent Variable: Overall_OSQ B Standardized Coefficients t Sig Beta -.085 -.057 400 068 197 Collinearity Statistics Tolerance 3.984 -1.033 -.687 4.618 807 2.274 000 303 493 000 421 024 Appendix 21: Test result of Normality of residuals – supermarkets 71 695 675 628 668 631 VIF 1.439 1.481 1.592 1.496 1.584 ... and convenience) , shopping ease (ease of movement in the store and ease of finding items), image (reliability and reputation of the store) Secondly, reviewing of factors influencing choice of convenience. .. of retail service quality components and customer’s overall evaluation of retail service quality This study is also to assess shoppers’ perceptions of the quality of service provided by the convenience. .. (1996) On the application of SERVQUAL within retail setting, in 1980s, in the attempt to define the service quality as well as to develop a model of service quality affecting customer satisfaction,