Abstract:
The current study sought to understand the effect of perceived service quality on consumer
attitude and behaviour as well as on the performance of the retail sector. The study explores the
mediating role of consumer behaviour on the relationship between perceived service quality and retail
sector performance. A cross-sectional survey of 340 randomly selected managerial employees was
carried out to gather data from the food retailer business in Harare, Zimbabwe. A structured
questionnaire with Likert type questions was physically administered during the data collection process
between May and June 2024. Results indicate that perceived service quality positively influences
consumer attitude, consumer behaviour and retail sector performance. In addition, consumer attitude
was found to have a positive effect on consumer behaviour with consumer behaviour positively impacting
on retail sector performance. The results of the study indicate that consumer behaviour partially mediates
the effect of perceived service quality on retail sector performance. The findings expand the existing
literature in strategic and operational management by introducing behaviour as a mediator on the
relationship between service quality and retail sector performance.
