The effect of Service Quality on Fast Moving Consumer Goods Retail Sector Performance in Zimbabwe: The mediating role of consumer attitude and behaviour

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.