Examining the influence of service quality on customer satisfaction and patronage intentions in convenience store industry

Abstract

This paper explores perceptions of service quality in the small retail business context. Specifically, the study applies the extant SERVQUAL models (Parasuraman et al., 1988; Dabholkar et al., 1996) in a convenience store (c-store) context. The study examines the reliability and validity of the service quality measure in a c-store context and, additionally, models the implication of perceived service quality on customer satisfaction and patronage intentions in c-store context. Additionally, this study examines which dimensions of service quality are most important in c-store context. The results suggest that perceived service quality positively influences customer satisfaction and patronage intentions in the convenience store industry. Further, availability of merchandise and courtesy are strongest determinants of patronage intentions and customer satisfaction. The study offers prescriptive and descriptive insights for c-store operators.