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To what extent do customer expectations and perception influence retail service quality at petrol filling (service) stations in the UK? An investigation into the UK petrol market using the SERVQUAL approach

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  1. Tez No: 403192
  2. Yazar: NUR AŞKIM TRAVAÇ
  3. Danışmanlar: Dr. NICHOLAS WILDE
  4. Tez Türü: Yüksek Lisans
  5. Konular: İşletme, Business Administration
  6. Anahtar Kelimeler: SERVQUAL, the UK petrol filling stations, customer satisfaction, service quality
  7. Yıl: 2013
  8. Dil: İngilizce
  9. Üniversite: University of Greenwich
  10. Enstitü: Yurtdışı Enstitü
  11. Ana Bilim Dalı: Belirtilmemiş.
  12. Bilim Dalı: Belirtilmemiş.
  13. Sayfa Sayısı: 107

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Özet (Çeviri)

Customer satisfaction exists if the consumers' expectations of the quality of the service meet with the consumers' actual perception of the service received (Brown, et al., 1991). Customer satisfaction and service quality are associated concepts such as good customer service has been consolidated outcome of the quality of the service (Brown, et al., 1991). Therefore businesses should be aware of what the customer demand. A deep understanding of customer expectations will help to deliver service exactly as what the customer's demands. Delivering what is expected and desired will increase customer satisfaction. Purpose: The main purpose of this research is to describe how the“SERVQUAL”approach is applied in the context of UK petrol filling stations. SERVQUAL stands for service quality and refers to a model that was devised to measure the difference between customers' expectations of service quality and their actual experience of service quality. Design/ Methodology/ Approach: Brown, et al. (1991) says there is not only one- factor that impacts on customer satisfaction; there may be a combination of factors that consumers consider when evaluating satisfaction. Some of these factors might be more important than others. In order to establish customer satisfaction with UK petrol filling stations this research has used a five-point Likert questionnaire to gain an understanding of which factors (in this case SERVQUAL dimensions) are important from point of customers view. The questionnaire uses psychometric testing techniques to establish the views of a representative sample of a population by requiring the sample respondents to rely on an“agree-disagree”scale to the questions put to them. The questionnaire in this study has been designed based on the SERVQUAL approach. However respondents have been acquired using a convenience sampling technique. Findings: The statistical result of the research questionnaire in this study shows clearly that, overall, consumers' expectations of the service they should receive at petrol filling stations in the UK are higher than the service they actually receive. For instance, consumers expect those, consistency of service from the petrol filling stations to which they are loyal; sufficient staff to minimize queuing and to provide faster and more efficient service; that they receive individual attention from staff; that the staff are more courteous and willing to help with the customers' requests. The result of questionnaire shows clearly that the UK's petrol filling stations are not providing a service to the standards that customers' demand. Originality / Value: This study is the first time that the SERVQUAL approach has been applied to UK petrol filling stations. The value of the research is that it can be used to inform petrol retailers about the current level of customer satisfaction from the services they receive from petrol filling stations.

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