An Empirical Study on the Assessment of the Impact of Service Quality on Customer Repurchase Intention in Retail Chain Stores of Khulna District of Bangladesh
Md. Rafiqul Islam, Sayed Azharul Islam, Nur-E-Alam Siddiki, Prosenjit TarafdarKhulna University
Email: shawonsiddiki30@gmail.com
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Abstract
Purpose: The study aims to identify how various aspects of service quality impact customer repurchase intention in retail chain stores in Bangladesh.
Methodology: The study has been conducted following the quantitative research method. Data were gathered from 100 shoppers via direct surveys done at multiple retail chain stores in Khulna city of Bangladesh. A questionnaire with a five-point Likert scale was used in the study to collect consumer feedback on several elements related to service quality and repurchase intention. SPSS 25 (Statistical Package for the Social Sciences) was used to analyze the data for Reliability tests, correlations analysis, and regression analysis.
Findings: The
data show that responsiveness, assurance, and empathy have a substantial effect
on customers' likelihood of repurchasing from retail chain stores.
Surprisingly, tangible elements such as store appearance and reliability had
little influence on customers' propensity to return.
Practical Implications:
According to the findings, retailers should focus on developing a
customer-centric strategy that emphasizes prompt service, trust-building
efforts, and encouraging sympathetic relationships.
Originality/Value: The
study has transformative potential for the retail chain sector, guiding
strategic adjustments for enhanced customer experiences, competitive
advantages, and long-term growth.
Limitations: While
the study provides useful insights, its limitations include a limited
geographic scope, small sample size and inherent biases caused by the
convenience sampling method. To clarify subtle customer behaviors across
multiple retail landscapes, future research should include broad retail
segments and locales.