Abstract:
eterminants of customer satisfaction. It has also become the key to sustainable competitive
advantage for mainly service dominant organizations as well as for the grocery retail sector. This
study attempts to measure the consumers‟ perception on retail service quality and its impact on
customers‟ satisfaction in supermarkets in Sri Lanka. In order to collect primary data,168 retail
shoppers from major supermarket outlets in Colombo district were contacted. The Retail Service
Quality Scale (RSQS), which comprised of 27 retail service quality items under five dimensions
namely, physical aspects, reliability, personal interaction, problem solving and policy has been used
as the data collection instrument. The results of the study were shown that the retail service quality
has a positive correlation with customer satisfaction. Further, 80 percent of the variation has been
found which is also in the significant level. It means that, customer satisfaction in the retail
supermarket is determined or influenced by the retail service quality. Therefore, service quality is
viewed as strategic formula in the marketing practices among retail outlets to enhance the customer
satisfaction in both developed and developing countries. Before we come to the general conclusions
in the Sri Lankan context, studies among retail service quality should be taken in the various service
industries. Further, the concept like retail service quality should be connected with customer loyalty,
customer retention and brand equity to get the more insights in the marketing practices of the retail
supermarkets. Additionally, we suggested to the future researchers or scholars to carry the research
on the factor analysis in order to find out the applicability of RSQS in the Sri Lankan perspective
