Shoppers Perception of Retail Service Quality: Supermarkets versus Small Convenience Shops (Dukas) in Kenya

The purpose of this paper was to determine shoppers perceptions of service quality offered in Kenyan supermarkets and very small convenience shops. A cross sectional design of explorative nature was adopted for this study to evaluate the shoppers¡¯ perception of the convenience shops and supermarkets. Data from semi-structured questionnaire was analyzed using factor analyses and Pearson correlation analysis. Factor analysis revealed the following as important factors that customers of convenience shops (Kiosk/Dukas) considered and arranged in order of importance are: (1) ability to solve their problems (2) physical facilities and displays (3) assistance/helping the customer (4) variety and deep assortment (5) cleanliness (6) accurate records (7) responsiveness-dealing with complaints efficiently and promptly (8) appearance (9) individualized attention and (10) convenience. These factors were further condensed into three factors namely; tangibles, responsiveness and reliability. The important factors considered by customers of supermarkets, arranged in order of importance include: (1) courtesy (2) physical facilities and displays (3) accurate records (4) individualized attention (5) competence (6) keeping promises (7) variety and deep assortments (8) prompt service (9) neat appearance and (10) accessibility. These factors were further condensed into four factors namely; reliability, responsiveness, empathy and tangibles. The overall level of satisfaction with the convenience shops (Dukas) compared to the supermarket was a mean score of 2.74, on a five point scale, indicating a positive level of satisfaction. Pearson correlation analysis indicated a significant positive correlation between level of satisfaction and recommending a friend to the outlet. This research was only a pilot study with limitations on sample size and geographical scope. The study concentrated on only two sub-urban areas of Nairobi (Ongata Rongai and Ngong areas) thus limiting the generalization of the findings. The list of factors identified in this study can be used by both the small convenience shops and supermarkets to determine whether they are allocating their efforts in the areas that are considered important by the shoppers. It could also be used as a guideline for resource allocation, financial or otherwise. This study provides a useful guide to research into service quality within retail sector. The study identified important factors that shoppers considered important in their perception.