Quality service in supermarkets: a proposal of measurement

This assignment has the aim of going deeply into the study of service quality perception in supermarkets. The research tries to find the criterion used when rating the services received in a supermarket and also to elaborate an instrument to measure the service quality in this context. From the review of the existing bibliography, four theoretical factors and a thirteen items scale have been composed. These four factors are: price, product, service and image and fresh product. In order to check the psychometrical properties of the questionnaire we carried out a computer assisted telephone interviewing (CATI) with a sample of 300 interviews. The results obtained allow us to show a scale with a factorial structure of 4 dimensions that throws up optimal indexes of reliability and validity. At the same time we conclude that the variable called establishment global rate is an important variable in the perceptive structure of the consumers.