Measuring the quality components of services provided to customers by two stores, Citizen and Hyperstar, and comparing them

Measuring the components of service quality provided to customers by two stores, Citizen and Hyperstar, and comparing them together

Abstract

In the highly competitive market of the service industry, where the services offered by different service organizations are very similar, and the lack of differentiation with competitors will cause customers to tend towards them, creating a tool for differentiation should be one of the priorities of the service organization, and according to the nature of services and special features such as being intangible and inseparable and which differentiates it from physical goods, quality can be a suitable tool to create differentiation, and in fact, quality is the most appropriate means to remain in the customer's mind, which can turn customers into loyal customers.

In previous years, domestic stores did not pay much attention to the quality of service in their stores and considered customer satisfaction only in having quality products. Customers from a store depend more on the quality of services provided by that store, which has caused the need for Iranian retail companies to review their service quality.

This research is based on the retail service quality measurement model (RSQS), which compares citizen stores and Hyperstar stores in the field of service quality and five dimensions of retail service quality, namely physical aspects, reliability, personal interactions, problem solving, and policy.

In order to conduct research, The questionnaire of this model was translated and edited and distributed among 320 people, 160 of whom were customers of Hyperstar stores and another 160 were customers of Shahrvand stores. The results of this research showed that consumers consider the quality of services provided in Hyperstar stores to be better than the quality of services provided in Citizen stores. This result was the same in all dimensions of retail service quality, and Hyperstar stores have been able to provide better quality services than Citizen stores and keep their customers more satisfied.

Key words: retail carpet service quality, physical aspects, reliability, personal interaction, solution Policy, Hyperstar, Citizen

Introduction

Organizations, companies and institutions, both for-profit and non-profit, in order to survive in the current competitive conditions and achieve profitability goals, they need their goods or services to be welcomed by customers and to create loyalty in them with the high quality of their products and to create a long-term relationship with the customer, which is a requirement for the survival of any business, in In fact, the quality of services can be a main factor for creating a competitive advantage in a business compared to other competitors, and organizations can continue to survive in the competitive market by maintaining the current market and market building by providing their financial goals.

The discussion of quality in service markets is more important than cases where goods are tangible, and the specific characteristics of services that distinguish them from goods make the discussion of quality more important and businesses seek to continuously improve the quality of their services. measure and by identifying the dimensions of quality from the customer's point of view, bring the quality level of their services as close as possible to the customer's demand and in this way get a greater share of the market.

2-1- Description and statement of the issue

In the early years of the third millennium, in line with the rapid globalization, the development of service industries and the expansion of service supply processes in the world is more evident than ever before. The development of the global competition market and the increasing interest of organizations in implementing quality management systems has made measuring customer satisfaction an inevitable thing. The increasing number of service businesses, along with the increase in the importance of such industries in the gross national product of societies, has turned the issue of providing flawless and superior quality services into an issue worthy of great attention. Over time, the share of organizations and institutions that will only provide services to customers in the global economy will increase more than the companies and institutions that manufacture and produce goods.Even today, it is rare to encounter a manufacturing company for which providing services is not an important part of the process of providing customer satisfaction.

By passing mass production and reducing the gap between production and consumption, power has been transferred from production units to distribution networks, stores and retail sales, and then to consumers. As in modern and advanced societies, the power is completely in the hands of the consumers, in Iran, due to the achievement of relative self-sufficiency in the production of many goods, as well as the removal of legal and customs barriers that have increased the import of goods, as well as the entry of the private and foreign sectors, there has been a fierce competition between stores and retail stores in attracting the attention of customers. With the entry of Hyperstar into the field of retail in Iran, it seems that traditional retail will face a huge challenge, because this store was born with a long experience, something that happened about 100 years ago in the advanced world, so it seems that it is necessary to check the dimensions of quality from the customers' point of view and compare it with domestic stores. (foreign) to be compared from the point of view of customers and to determine if the quality of services provided by government stores to customers is equal to the quality of services provided by foreign stores? And also by examining the dimensions of service quality (physical aspects, reliability, personal interaction, problem solving, policy) in the stores, let's determine which of these stores provides the relevant quality to the customers in which of the dimensions of service quality, and in which dimension the quality provided by these stores is undesirable. become Also, the 70% competition of companies in retail sales and the limited space in them requires companies to have a correct understanding of what is happening in retail sales and see if people have a special assessment of the quality of services. And it is also necessary to know how Hyperstar, which has recently entered the retail market in Iran, can attract many customers, while Sarvand, despite having a long history in Iran, has not been able to attract as many customers as Hyperstar? Because in case of lack of knowledge about the criteria of customers' judgment of retail stores, domestic retail companies will lose their competitive advantage.

4-1- Purpose of the research

The purpose of this research is to measure the quality components of the services provided to customers by two stores, Citizen and Hyperstar, and compare them together. Customers of Hyperstar store services

Investigating the existence of differences in the quality of services provided in the Citizen store and Hyperstar from the consumers' point of view

Providing a proposal to improve the quality of the services provided by knowing the factors affecting it

5-1- Research question

Is the quality of the services provided in the Citizen store and the services provided in Hyperstar different from the customers' point of view?

Sub-questions:

From the customers' point of view, are the physical aspects of the services provided in the branches of Citizen stores different from those of Hyperstar?

Does the reliability of the services provided in the branches of Citizen stores differ from those of Hyperstar?

Does the personal interaction of the services provided in the branches of Citizen stores differ from those of Hyperstar? Are Sarvand stores different from Hyperstar?

Is the service policy provided in Sarvand branches different from Hyperstar?

6-1- Research hypotheses

First hypothesis:

From the customers' point of view, the quality of services provided by Sarvand stores and Hyperstar stores is different.

Sub-hypotheses:

from From the customers' point of view, the physical aspects of Citizen stores and Hyperstar stores are different.

From the customers' point of view, the reliability of Citizen stores and Hyperstar stores are different.

From the customers' point of view, the personal interaction between Citizen stores and Hyperstar stores is different.