Abstract:
This new century's corporate environment has seen a number of changes that have
increased complexity and uncertainty especially within the retail business. The
objective of the study was to investigate how consumer attitude and behaviour
mediate the effect of perceived service quality on retail sector performance. A cross
sectional survey was conducted and a sample of 400 employees was randomly
intercepted from different supermarkets in Chinhoyi, Zimbabwe. The researcher used
probability sampling techniques, in which the simple random sampling method where
used to come up with sample of 400 employees. Quantitative data were collected
from a sample of 400 employees. A self-administered structured questionnaire with
Likert type questions was used to collect data from respondents. Structural Equation
Modeling (SEM) in AMOS were used to test the research hypotheses. Results
confirm positive relationships between; - service quality-consumer attitude, service
quality-consumer behaviour, consumer attitude-consumer behaviour, consumer
attitude-retail sector performance, consumer behaviour retail-sector performance,
service quality-retail sector performance and that both consumer attitude and
behaviour mediate the effect of service quality on retail sector performance. It is
therefore, imperative for retailers to consider service quality, consumer behaviour
and attitude when managing and controlling firm performance. Marketers need to be
aware of consumers' attitudes in a variety of contexts in order to develop methods for
influencing those sentiments in favour of the goods or services that are being sold.
Additionally, attitudes influence decision-making by consumers. Retailers are
recommended to pay close attention to service quality results in positive consumer
attitude and behaviour and this also contributes to the business growth. Satisfied
consumers are more likely to continue with the existing service provider, participate
in positive word-of-mouth marketing, and are less likely to switch service providers
hence business growth.
