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Customers’ zone of tolerance for retail stores

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  • Halil Nadiri

Abstract

The present study describes the zone of tolerance for customers’ service expectations and determines their satisfaction level for retail stores. It attempts to diagnose the service quality level of customers’ in retail store setting. A conceptual model RETZOT is presented in this study, and the results demonstrate that evaluation of services can be scaled according to different types of expectations—‘desired’ and ‘adequate’—and that customers use these two types of expectations as a comparison standard in evaluating retail store services. The findings reveal that customers have a narrow zone of tolerance with regards to the services provided by retail stores. Copyright Springer-Verlag 2011

Suggested Citation

  • Halil Nadiri, 2011. "Customers’ zone of tolerance for retail stores," Service Business, Springer;Pan-Pacific Business Association, vol. 5(2), pages 113-137, June.
    • Handle: RePEc:spr:svcbiz:v:5:y:2011:i:2:p:113-137
    DOI: 10.1007/s11628-011-0105-y
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    References listed on IDEAS

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    Cited by:

    1. Marisela Rodriguez & Francisco Paredes & Gaofeng Yi, 2016. "Towards Future Customer Experience: Trends and Innovation in Retail," Foresight and STI Governance (Foresight-Russia till No. 3/2015), National Research University Higher School of Economics, vol. 10(3), pages 18-28.
    2. W. To & Joyce Tam & Millissa Cheung, 2013. "Explore how Chinese consumers evaluate retail service quality and satisfaction," Service Business, Springer;Pan-Pacific Business Association, vol. 7(1), pages 121-142, March.
    3. Kun-Tzu Yu, 2013. "A measurement model for service capability from the customer perspective," Service Business, Springer;Pan-Pacific Business Association, vol. 7(4), pages 563-582, December.

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