The Effect of Service Quality in Achieving Customer Satisfaction : An Analytical study of the Opinions of a Sample of Supermarket Customers in the Raparin Administration- Kurdistan Region Iraq

Hawar  Hassan sofi; Paiman  Ahmad

doi:10.25098/8.1.46

Authors

Hawar Hassan sofi Business Administration, University of Koya, Erbil, Iraq
Paiman Ahmad Department of Law, College of Humanity Sciences, University of Raparin, Sulaimania, Iraq

DOI:

https://doi.org/10.25098/8.1.46

Keywords:

Service Quality, Customer Satisfaction and Supermarkets, Raparin Administration

Abstract

The recent research calls for the service quality, which has been an important topic for businesses as well as for the customers.

This study aims to determine the effect of service quality in achieving customer satisfaction in a sample of supermarkets in the Raparin Administration. In which SERVQUAL was used to measure service quality in achieving customer satisfaction through five dimensions: reliability, tangible, responsiveness, assurance, and empathy, and purchasing factors (price, quality, behavior, desire, and income) that influence shopping. This research induces a quantitative research method and convenient samples of 384 random questionnaires were distributed in 10 supermarkets. For the data analysis, Statistical Package for the Social Sciences (SSPS) software (version 21) was used. The study results indicated that service quality has a positive relationship with achieving customer satisfaction and service quality has a positive effect on achieving customer satisfaction. After the results, the research suggests that supermarkets' management systems must focus on dimensions of service quality to reduce negative space.

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