Izlaganje sa skupa
PERCEIVED SERVICE QUALITY THROUGH PRISM OF DEMOGRAPHIC AND SOCIO-ECONOMIC CHARACTERISTICS OF CUSTOMERS: HYPERMARKET STORES’ MARKET IN THE FEDERATION OF BOSNIA AND HERZEGOVINA
Sandra Jelčić
; Faculty of Economics University of Mostar, Bosnia and Herzegovina
Sažetak
There are dynamic changes occurring at the retail sale market. There is less emphasized manoeuvring space for differentiation. The retailers offer similar assortment of the products with similar prices and quality. This opens more space for differentiation based on providing excellent services. Service quality in retail can be important in creation and maintenance of relationship with customers, strengthening those relations and creating the loyal customers’ basis. Influence of demographic and socio-economic characteristics on perceived service quality (gender, age, income, and education) has been confirmed by reviewing previous researches. Therefore, there are differences between the customers in service quality perception in relation to gender, age, income, and education. The purpose of this paper is to research the influence of demographic and socio-economic characteristics on service quality perception in retail on hypermarket stores’ market in the Federation of Bosnia and Herzegovina. The research has been conducted on the sample of 861 examinees. According to its characteristics the applied questionnaire is quota sample with control variables: city, shop, gender, and age. The obtained research results will disclose the role of demographic and socio-economic characteristics in perception of service quality, and give guidelines to vendors on hypermarket stores’ market for successful segmentation, market targeting, and creation of successful marketing strategies.
Ključne riječi
retail; hypermarket; service quality; socio-demographic characteristic; Federation of Bosnia and Herzegovina
Hrčak ID:
161678
URI
Datum izdavanja:
1.10.2015.
Posjeta: 1.421 *