The study was conducted within the Dhaka metropolitan area of Bangladesh. This research was part of a customer satisfaction survey of retail shops. To cover a variety of retail firms, a quota of 60 – 70 shoppers from each of four different retail store types was set. The three different types of stores were: (1) Stores like AGORA, Nandon etc., (2) Stores like Rahimafrooz Distribution centre and (3) Stores like Aarong. The final sample had 45 users of stores like Agora, 40 users of stores like Aarong and 39 users of stores like Rahimafrooz Distribution centre.
All the processes that the interview referred to occurred within 8weeks before the interview. The average interview length was 7 minutes. 12 groups (6 members/ group) of BRAC University Business School students were engaged for data collection. They were properly briefed about the objective of the study and the questionnaire. They were trained to collect unbiased and meaningful data. Permission letters were forwarded to the respective organizations to provide necessary help and to cooperate with the data collectors. Upon receipt of this list, the data collectors used random sampling procedure to select respondents and administer the questionnaire. Successful globalization
The questionnaire design partially followed the SERVQUAL (Parasuraman, 1991) instrument (Factors are Reliability, Assurance, Tangibles, Empathy and Responsiveness) by using a 7-point Likert scale with “1” being “Strongly Disagree” and “7” being “Strongly Agree”. For each dimension, all questions measured the customer expectations and perceptions of the retail firms.
Due to the similarities between factors and customer responses against the five factors, the five factors were downsized to only three factors. This is allowable due to the original combined factors done by Parasuarman, Berry, and Zeithaml. The three factors that were combined to provide better analysis were explained below:
Staff – This contains the dimensions of Responsiveness, Assurance, and Empathy. The staff dimension is concerned with customer service, the willingness to help and provide prompt services to customers, the knowledge and courtesy of staffs, caring and individual attention provided to the customers and appearance of the employees. Responsiveness, Assurance, and Empathy are closely related and are all mainly concerned with the ability to provide customers with quality service, help, and attention; therefore, they were combined into one category, entitled, Staff.
Infrastructure, Tools and Technologies – This area is concerned with the dimension of Tangibles. Tangibles refer to the Physical Facilities, Equipment, Software and Technologies.
Queue Time – This focuses on only one dimension, Reliability. This dimension is concerned with the ability of the service providers to provide reliable, dependable, and accurate services to its customers within an acceptable time frame.