Literature-Review Methodology Qus

Term Paper on
Assessing Service Quality and Customer Satisfaction

Towards Superstore Purchasing -
An Empirical Study on Bangladesh Context
[Literature Review]
Course Code : M603

Course Name : Buyer Behaviour
Prepared for
Dr. Rezwanul Huque Khan
Associate Professor
Institute of Business Administration
University of Dhaka
Prepared by
Group 3
Nowshin Jahan [Batch: 57E; Roll: 6]
Md Moinul Islam [Batch: 58D; Roll: 32]
Md Towshikur Rahman [Batch: 58D; Roll: 49]
Shahidul Islam [Batch: 59D; Roll: 29]
Anika Ema [Batch: 59D; Roll: 32]
MBA Program, Spring 2020

Institute of Business Administration (IBA), University of Dhaka
Date of Submission
May 01, 2020
[This report is a working file and is pre requisite submission to enhance the quality of the Term Paper of the
aforementioned course. There is scope of modification to this document till final submission of the Term Paper]
Assessing Service Quality and Customer Satisfaction Towards Superstore Purchasing -
LETTER OF TRANSMITTAL
May 01, 2020
Dr. Rezwanul Huque Khan

Associate Professor
Institute of Business Administration
University of Dhaka
Subject: Letter of transmittal for Literature Review part of the Term Paper of Buyer Behaviour
(M603) course.
Sir,
In accordance to your advice, we have prepared the Literature Review part of our term paper, titled,
“Assessing Service Quality and Customer Satisfaction Towards Superstore Purchasing - An
Empirical Study on Bangladesh Context” for the course Buyer Behaviour (M603).
This report attempts to showcase our concentration of work on the relevant information highlighted
with multiple source of reference to justify the importance of the topic as well as necessarily opts to
guide through the identification of specific objectives, scope of the study, methodology and
questionnaires to be adopted to conduct the study and so on. However, undoubtedly, our effort and
contribution will be best evaluated on your sharp scale of acceptance and remarks. We would
appreciate your kind and important feedback and guidance on this report so that the intended term
paper could viably achieve its’ professed objectives.
We would like to assure that we will remain standby for any clarification, explanation as and when
required.
This report has been prepared under your supervision. Without your permission, no part of this report
can or will be publicized.
We would like to show our gratitude and thank you in advance for your kind guidance and
supervision.
Sincerely,
Nowshin Jahan
Md. Moinul Islam
Md. Towshikur Rahman
Shahidul Islam
Anika Ema
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ACKNOWLEDGEMENT
TABLE OF CONTENT
LETTER OF TRANSMITTAL..................................................................................................iii
ACKNOWLEDGEMENT...........................................................................................................iv
TABLE OF CONTENT................................................................................................................v
ACRONYMS..................................................................................................................................1
EXECUTIVE SUMMARY...........................................................................................................2
Chapter 1: Introduction................................................................................................................3
1.1. Background of the Study.............................................................................................................3
1.2. Rationale/ Scope of the Study......................................................................................................4
1.3. Superstores of Bangladesh...........................................................................................................5
1.3.1. Agora........................................................................................................................................................................ 5
1.3.2. Shwapno................................................................................................................................................................... 5
1.3.3. Meena Bazar............................................................................................................................................................. 6
1.3.4. Unimart.................................................................................................................................................................... 6
1.4. Theoretical Frameworks for Consumer's Purchase Behavior.......................................................7

1.4.1. Attitude..................................................................................................................................................................... 7
1.4.2. Affective Component of Attitude.............................................................................................................................7
1.4.3. Behavioral Component of Attitude...........................................................................................................................7
1.4.4. Cognitive Component of Attitude.............................................................................................................................7
1.4.5. Multi-attribute Attitude Model.................................................................................................................................7
1.5. Statement of the Problems...........................................................................................................8

1.6. Objectives of the Study................................................................................................................8
1.6.1. Broad Objectives...................................................................................................................................................... 8
1.6.2. Specific Objectives...................................................................................................................................................8
1.7. Limitations of the Study..............................................................................................................8

Chapter 2: Literature Review.....................................................................................................10
Chapter 3: Methodology.............................................................................................................16
3.1. Research Approach....................................................................................................................16
3.2. Research Strategy......................................................................................................................16
3.3. Research Design........................................................................................................................16
3.4. Data Collection Method.............................................................................................................17
3.4.1. Selection of Sample................................................................................................................................................17
3.4.2. Sample Size Determination....................................................................................................................................17
3.4.3. Choice of Respondents...........................................................................................................................................18
3.4.4. Choice of Media.....................................................................................................................................................18
3.4.5. Questionnaire Design.............................................................................................................................................18
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3.5. Data Analysis Method...............................................................................................................19
3.6. Ethical Considerations...............................................................................................................19
3.7. Flowchart and Summary of the Steps........................................................................................19
Chapter 4: Data Analysis and Interpretations..........................................................................21
Chapter 5: Findings/ Results......................................................................................................22
Chapter 6: Conclusions...............................................................................................................23
REFERENCES............................................................................................................................24
ANNEX 1 – SURVEY QUESTIONNAIRE...............................................................................26
ANNEX 2 – SURVEY RESPONSE............................................................................................32
ACRONYMS
EXECUTIVE SUMMARY
CHAPTER 1: INTRODUCTION
1.1. Background of the Study
To remain competitive in business and keep the bar high, service quality and customer
satisfaction are considered as integral concepts that companies must understand, undertake and
abide by. Core understanding on Service Quality de facto can lead to higher customer satisfaction,
profitability, reduced cost, customer loyalty and retention. Measuring these constructs from the
consumers’ perspective in order to better understand their needs and thereby cater them with
better service is the key to augment the relationship with customer and to grow their business
ultimately.
A superstore, predominantly, a type of offline marketplace that showcases as well as trades a wide
variety of products in a systematic way unlike the conventional retail shop or market. The vast
product line ranges from apparels, footwears, sports goods, electronic devices, computers, home
appliances, food, cosmetics and vary from store to store. A “superstore”, also recognized as
supermarket or super shop. Ushantha, Wijeratne, and Achchuthan (2014) defined superstore as a
store which is self-service oriented and physically arranged with numerous departments to make
sure the wide variety of food and grocery items. This format of retail store is typically smaller in
size with respect to hypermarket and bigger in size compared to traditional grocery shop. It can be
classified as one of the formats of most organized retailing.
During last two decades, Bangladesh has witnessed a tremendous growth in the superstore
retailing. The very first journey started in 2001 with establishment of ‘Agora’ by the large
conglomerate Rahimafrooz. On that time, the industry had limited focus to the upper-class
segment of the society. However, in 2008, with the commencement of the operation of the
superstore ‘Shwapno’, purchasing trend from superstore has now been shifted towards the
middle-class segment of the society as well.
Nevertheless, one of the challenges superstores are facing, despite having 20 years of voyage,
both the middle-class and the upper-class segment are still not entirely dependent or focusing
solely on superstore shopping. A large number of factors force the purchasing pattern and choice
of customers. Not only individual’s mindset, but also time, surrounding environment,
convenience, comfort and the availability of a certain facility i.e. overall service quality play
fundamental roles in defining the choice of the customers. This study attempts to focus on finding
out the preferences on determination of service quality on which the customers put more emphasis
while choosing a superstore over other facilities in their daily buying endeavor. This study also
prioritizes to find out the gap between the expected level of service and delivered level of service
from consumers’ perspective to relate it to the consumers’ purchase decision and will end up with
some recommendations to the management level to bridge those gaps.
This assignment was initiated for an academic course (Course code: M-603, Course Name: Buyer
Behaviour) of MBA Program, spring 2020 of Institute of Business Administration (IBA),
University of Dhaka. The proposal for the term paper was composed as generously prescribed by
the course instructor Dr. Rezwanul Huque Khan.
1.2. Rationale/ Scope of the Study
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Saravanan & Rao, (2007) implies that service organizations have initiated focusing on the
customer perceptions of service quality as it helps in developing strategies that lead to customer
satisfaction. This stresses the importance of service marketing to most service industries. Magi &
Julander (1996) has concluded focusing on the reason, why retailing, like most services perceived
quality, has been of high interest to researchers.
This study focuses on superstores which are type of stores that carry out retailing activities since
they are obliged to deal with the sales of goods and also offer services to their customers in the
event of selling goods. Services offered by retailers are facilitating services which could include;
sales assistance and selling of goods. It’s all about services and this is why measuring service
quality for the superstores demand a high importance.
In 2001, through unveiling the operation of first ever superstore, Bangladesh got exposed to the
fourth wave of superstore diffusion where the first wave had commenced in early 80s by Western
Canada. After the commencement of the superstore operation in Bangladesh, the growth of the
industry was quite slow since the initial target customers were limited to the upper income group
of the society. But nowadays with the advancement of numerous facilities and moderate pricing,
superstores are gaining noticeable popularities among the customers. This tremendous growth of
this industry is also linked to the changing lifestyles of customers, demand patterns, cultural
influences, rising of average income level and many other factors.
Although compared to the wholesome of the total retail market, organized retail i.e. superstore
contains only over 1%, along with a rise of middle and affluent class segment, people are left with
more disposable income, which eventually empowers them with higher purchasing power. In
addition to that, the growing white-collar culture with an increase of working women and the
convenience seeking mindset are changing consumer preferences, purchasing habit & buying
pattern. Modern consumers now want a roomful of choice in a comfortable, hygienic environment
and are less prone to take the price haggling challenge which is resulting the demand for super
market. According to Bangladesh Superstores Owners’ Association (BSOA), some 30 companies
with over 160 outlets are currently operating across the country.
With such incremental growth over the period of time, the superstores of Bangladesh are now
facing a tremendous competition to retain their existing customers. Due to innovative technology
and other global challenges, these superstores are striving hard to offer better goods and services
to their customers in a profitable way. They face competition among themselves because of the
similarity in products and services offered by them. This is why there is a need for these retailers
to focus in delivering superior service quality to achieve high levels of customer satisfaction. So,
understanding customer’s preferences, maintaining topnotch service quality to comply with the
factors that influence their buying pattern has become a crucial priority for the superstore retailers
to retain their competition in the market. Therefore, these types of research works should be done
more and more in this current ever-growing stage of demand for superstores.
This study focuses solely on service quality considering its’ important role in most service firms
and it is antecedent to other as it constructs customer satisfaction, profitability, customer loyalty
and repurchase. All these concepts help companies have a competitive advantage in case they
have a proper understanding of service quality and how it is measured.
1.3. Superstores of Bangladesh

1.3.1. Agora
Rahimafrooz Superstores Ltd. (RSL) made a forward leap in the urban ways of life by
launching the first retail chain in the history of Bangladesh, ‘Agora’. Currently, there are
seventeen (17) Agora outlets out of which four are at Gulshan and others are located in
different locations including Dhanmondi, Moghbazar and Mirpur territory of Dhaka city.
Agora tries to satisfy the day-to-day shopping needs of the urbanites through reasonable price,
right assortment and best quality. While Agora mainly focuses on food items - ranging from a
wide assortment of fish, meat, vegetables, organic products, bakery, dairy, to grocery - it
carries a huge range of different households, personal care and miscellaneous products as
well.
To elevate its’ business in a newer dimension, Agora has recently launched Agora e-
commerce website. This superstore introduces customer feedback questionnaire to identify
the satisfaction level of the consumers. Apart from the focus on customer only, in order to
encourage & empower employees, it organizes best employee award in each year on the basis
of votes by the consumers. This tradition is still deemed to be unique in Bangladesh and at the
same time obliging to solicit customer’s attention and satisfaction. This pioneering superstore
continually dispatches attractive promotions like Bazimat, Value or Super Value Offer or
Diamond Ring Offer to attract and retain their customer base. Agora rises to open about
eighty outlets across the country in the next five years.
1.3.2. Shwapno
ACI Logistics Limited started its superstore marketplace journey in 2008 with a vision to
setup nationwide retail outlets and came up with a unique name “Shawpno”. The strategic
endeavor of this company was to utilize ACI’s strong presence in Bangladesh through
implementation of world-class supply chain mechanism. Till date, Shwapno holds the
position of the largest neighborhood supermarket chain in Bangladesh having more than sixty
(60) outlets across the country. Shwapno outlets in entire Bangladesh are strategically located
to ensure a wide range of customers having easy access to the outlets. Shwapno’s diverse
range of products, both local and international, means it has the capacity to cater to the needs
of clients from varying backgrounds. Scrupulous product sorting and service placement has
been the key to guarantee of the outlets meeting the needs and demands of the locality
effectively. Retailing is as much about the individuals selling for what it's worth about the
items, and nobody acknowledges this more than Shwapno. At the core of Shwapno’s success,
it is a mammoth line up of staff who are ready to provide their customers with the best
possible service. It aims at providing convenience and hassle-free shopping in a hygienic
milieu.
1.3.3. Meena Bazar
Another big conglomerate of Bangladesh, Gemcon Group introduced its first superstore
‘Meena Bazar’ at Dhanmondi on November 2002. As of now there are eighteen (18) Meena
Bazar outlets in Bangladesh. Eight outlets are in Dhaka out of which two outlets are at
Dhanmondi and three at Mohammadpur. The rest of the outlets are located in various strategic
locations including Chittagong and Khulna. The holistic aim of Meena Bazar is to ensure
fresh items of consumers’ daily life. It offers around 20,000 items including grocery,
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readymade garments, jewelries, cosmetics, stationary, toys, baby items, beverage and food
including a wide range of agricultural and dairy products, electronic goods and many other
household essentials. One of the unique strengths of Meena Bazar is its’ own product
categories like sweets, confectionary items, herbal beauty products, tea, etc. The customers
are also facilitated with fun-zone in its’ outlet for their children. In 2010, it started flexi load
and bill pay services of Grameen Phone at all its outlets for the convenience of the customers.
Whether it comes to promotional offers to its customers, it has shown some potential in
different festival seasons (Eid, New Year, etc) like other superstores. It has planned to open
sixty more outlets in the next four to five years across the country.
1.3.4. Unimart
Unimart – A United Group sister concern has created another top level of shopping center
with 40,000 sq. foot room on the board. Starting from clothing to bags & shoes, and gadgets
to coffee and shrimp all are readily available in this superstore. Unimart has tried its best to
accumulate everything in their store under one single roof, with wide open space and a safe,
friendly atmosphere that makes shopping an enjoyable experience for the consumers. The
purpose of Unimart is to ensure that every consumer can enjoy the best and highest quality
products in town. Unimart has two branches available in Dhaka city; one is in Gulshan – 2
and another one is in Dhanmondi – 15.
Notwithstanding only quality products and services, Unimart has already taken an initiative
by opening Unimart express within the campus of United International University. This is sort
of an unprecedented steps by any superstores as they are trying to have competitive advantage
from it. Apart from that, Unimart is also merging with various top-class restaurants in Dhaka
city. Like Unimart, Unimart express has also grocery product in various categories they
uphold. They sell various product like chips, biscuits, soft drinks, ice cream, makeup items,
books, different types of wearing etc. Having the target consumers mostly the students, based
on their need of daily life, this store has categorized their products.
1.4. Theoretical Frameworks for Consumer's Purchase Behavior
1.4.1. Attitude
Attitude is a long-term “organization of motivational, emotional, perceptual, and cognitive
processes” in regard to some aspect of our environment or an object (Hawkins &
Mothersbaugh, 2010). Because it is characterized as a “long-term” or “enduring” trait, attitude
is a tendency to react in the same or similar manner repetitively.
1.4.2. Affective Component of Attitude

Hawkins and Mothersbaugh (2010) define the affective component of attitude as the “feelings
or emotional reactions” to a referent object. They suggest that these feelings or reactions may
be the result of overall vague, general feelings without cognitive information, or feelings may
arise from multiple evaluations of the object on the basis of several attributes.
1.4.3. Behavioral Component of Attitude

According to Shim et al. (2005), the behavioral component of attitude refers to how an
individual feel about various types of behavior toward the stimulus object. Rahman (2006)
fine-tunes this definition as one’s predisposition or tendency to act in a manner consistent
with one’s beliefs about an object.
1.4.4. Cognitive Component of Attitude

Cognitive component of attitude comprises an individual or consumer’s values and beliefs
about an object (Hawkins & Mothersbaugh, 2010; Wang et al., 2018). Findler et al. (2007)
define the cognitive component as an individual’s ideas, thoughts, perceptions, beliefs,
opinions or mental conceptualizations of a referent object.
1.4.5. Multi-attribute Attitude Model

A Multi-attribute Attitude Model measures attitudes for a multi-attribute object (for eg, a
product or a brand) which is seen as a bundle of attributes posing varying desirability to
individual consumers or market segments (Wilkie & Pessemier, 1973). The weighted ideal-
point version of the multi-attribute attitude model is given below (Hawkins & Mothersbaugh,
2010):
n
Ab =∑ W i|I i−X ib|
i=1
Where:
𝐴𝑏 = Consumer’s attitude toward a particular brand b
𝑋𝑖𝑏 = Consumer’s belief about brand b’s performance on attribute i
𝑛 = Number of attributes considered
𝑊𝑖 = The importance the consumer attaches to attribute i
𝐼𝑖 = Consumer’s ideal level of performance on attribute i
1.5. Statement of the Problems

During the survey, the team will try to determine the satisfaction level of the users and at the same
time will attempt to find out the causes result in dissatisfaction. This study is preliminary focused
to the determination of the overall service quality perceived by consumers in superstores and
identify those dimensions that bring satisfaction to consumers. This will enable superstore
retailers to identify the most effective ways of closing service quality gaps and choose which gaps
to focus on mostly. This will be achieved by measuring the customer expectations and
performance on the various SERVQUAL dimensions. This will also enable us to identify
strengths and weaknesses in service quality of grocery stores.
1.6. Objectives of the Study
1.6.1. Broad Objectives

For a more holistic approach, two broad objectives have been considered for this study:
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 To have a scenario of service quality, of superstores in Bangladesh and to apprehend the
absolute and relative importance of the five factors (Tangible, Reliability, Assurance,
Responsiveness and Empathy) in terms of attitudes in consumers’ mind
1.6.2. Specific Objectives
 To find out the expectation of the customers regarding service quality in the superstores
of Bangladesh
 To identify the perception about the actual or experienced service quality in the
superstores of Bangladesh
 To explore the gaps between expected level of service and delivered level of service from
both customers’ perspective and management perspective
 To recommend effective roles and immediate steps for healthy growth of superstores in
Bangladesh.
1.7. Limitations of the Study

At this current stage of study, it is hard to predict and conjecture the limitations the team is going
to face. However, some common estimate and previous experience imply that as the study will
not include the whole population which is not possible, it may not be clinched without some error.
To alleviate that challenge, proper selection of respondents may allow the team to minimize the
percentage of errors. This study solely considers the superstores of Bangladesh; irrespective their
size, location or age of business. Although, it envisions to cover the entire country, it is deemed to
be highly challenging to stretch out the reach of the team beyond Dhaka city. Also, this superstore
concept is more prevalent in Dhaka city and large number of outlets reside particularly in this city
compared to other districts, it is obvious that a good respondent will come from this city. This
study will include the consumers predominantly, that may incur a representation of one-sided
view. However, management inclusion could overcome this limitation; but it will be quite a
challenge to get their perception amidst the ongoing lockdown due to the global pandemic when
the study is intended to be conducted. The team is promised to try level best to overcome those
challenges and retain the scope of this study as much as possible.
CHAPTER 2: LITERATURE REVIEW

Service quality, works as an antecedent of customer satisfaction, is an approach to manage
business processes in order to ensure full satisfaction of the customers & quality in service
provided. If expectations are greater than performance, then perceived quality is less than
satisfactory and hence customer dissatisfaction occurs (Farhana Khan*, March 2014). On the
other hand, if the performance is greater than the service expected, then the customer satisfaction
occurs and this satisfaction can make a customer loyal. It is not necessary that a satisfied
customer must be a loyal customer but there is a bigger chance to retain a customer for the long
time as loyal if he/she becomes satisfied. (Ali Ramezani Ghotbabadi (Corresponding Author),
June 2012)
SERVQUAL is a service quality framework, developed in the eighties by Zeithaml, Parasuraman

& Berry, aiming at measuring the scale of Quality in the service sectors. The model was originally
measured on 10 aspects of service quality: (1) reliability, (2) responsiveness, (3) competence, (4)
access, (5) courtesy, (6) communication, (7) credibility, (8) security, (9) understanding the
customer, and (10) tangibles, to measure the gap between customer expectations and experience
(Essays ,UK, November, 2018). Later on, these scholars published a modified version of this
model with only five components. These are (1) reliability, (2) assurance, (3) tangibles, (4)
empathy, and (5) responsiveness. (Farhana Khan*, March 2014). The Basic SERVQUAL model
(Ali Ramezani Ghotbabadi, February 2015 ) is given below:
Figure: SERVQUAL model (Parasuraman et al., 1988)

The SERVQUAL model is a 22-item instrument with which customers’ expectations (E) and
perceptions (P) are measured across the five rater dimensions. All 22 dimensions categorized
within the 5 components (RATER) of the model are discussed below:
1. Responsiveness: This component is measured with four dimensions and they are:
 Inform customers when the service will occur.
 Prompt service from the employees.
 Employee’s willingness to help.
 Employee’s response to request.
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2. Assurance: This component is measured with four dimensions and they are:
 Employees should be trustworthy
 Customers should feel safe when transacting with employees
 Employees should be polite
 Employees should get adequate support from the firm to do their job well
3. Tangibles: This component is measured with four dimensions and they are:
 Up-to-date equipment
 Physical facilities are visually appealing
 Employees well-dressed/neat
 Appearance of the physical facilities are consistent with the type of service industry
4. Empathy: This component is measured with five dimensions and they are:
 Firm provides individual attention to the customers.
 Employees provide individual attention to the customers.
 Employees understand customer needs.
 Employees have the best interests of the customer in mind
 Operate at convenient hours.
5. Reliability: This component is measured with five dimensions and they are:
 The firm meets their promised time-frames for response
 The firm is sympathetic and reassuring, when the customer has problems
 They are dependable
 They provide their services at the times promised
 They keep accurate records
The instrument is administered twice in different forms, first to measure expectations and second
to measure perceptions. Then the gap in service gap is calculated by subtracting the expectation
from actual perception. Thus, the measurement of service quality through SERVQUAL model
can be expressed with the following equation (Farhana Khan*, March 2014):
k
SQ=∑ ( PIJ −E IJ )
j=1
Where:
SQ = overall service quality
k = number of attributes
P IJ = Performance perception of stimulus i with respect to attribute j.
E IJ = Service quality expectation for attribute j that is the relevant norm for stimulus i.
Super stores, being a different type of shop unlike departmental stores or any type of
conventional grocery shop, have added a new dimension of shopping endeavor to the
Bangladeshi consumers. Having an incredibly large number of product size, quantity and
availability of products, it has opened an unprecedented way to shop, providing the consumers
the best possible comfort and convenience.
According to Monthly Business Review 2017, A “superstore”, also recognized as supermarket or

super shop, is a marketplace where a variety of products are being sold – such as groceries,
electronic items, dry foods, household goods and utensils, fish and meat, clothing and so on. A
Superstore is a store arranged with a variety of departments, ensuring a wide variety of items
(mainly food and grocery), where customers choose and buy products through self-service,
though in store assistantship may also be provided by the management.
The diffusion of superstores in the developing countries took place in three waves, commencing
from the early 1990s. According to Reardon, Timmer, and Berdegue (2004), by introducing the
operation of ever first superstore “Agora” in the year 2001, Bangladesh had become exposed to
the fourth wave of superstore diffusion.
In spite of the slow growth of the superstore industry at commencement, due to the initial target
customer of the upper income group, the industry is expected to grow by 30% per annum and is
expected to experience a turnover of $2.6 billion by the year 2021.
Despite targeting the upper income customers at inception, with emergence of shwapno, the
target has shifted towards the middle class, which has ushered in a new era for the whole
industry.
Ahmed (2007) examined the consumer attitude towards traditional shopping centers vs.
modernized shopping centers (superstores) in Bangladesh. Through frequency analysis, the
outcomes of the study revealed that people from private sectors and business holders did visit
superstores more compared to the government employees. Frequency of visit in the superstores
tends to increase with the increment of family income. Availability of fresh and authentic
products is the main issue considered by the customers to prefer superstores over traditional
shopping centers.
In their study, Datta & Chakraborty (2009) attempted to identify the determining factors of
customer loyalty towards superstores in Bangladesh. Data were collected from 150 customers
who visited Agora, Nandon, and Value plus superstores. Findings of the study illustrated that at
the cognitive level of loyalty towards superstores, cost and benefit issues became important to
customers, whereas at the affective level, they had a positive attitude with satisfaction. With a
better satisfaction, customers tend to recommend the store to their friends and family at the
conative stage of loyalty, which in turn demonstrated in their frequency of visits
Tinne (2011) conducted a study to ascertain the influencing factors in determining the behavior
of consumers with respect to impulse buying in the superstore context of Bangladesh. Through
literature review, the author identified ten (10) influencing issues that might lead to exhibit
impulse buying behavior. Later on, by conducting factor analysis, the study extracted four
factors (pricing strategies, store characteristics, situational factors, and promotional activities)
that are expected to influence consumers’ impulse buying demonstration while shopping at
superstores.
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In their study, Ahsan, Rahman, Chowdhury, and Hoque (2013) carried out a study focusing on
measuring the service quality of the superstores in Chattogram city. Taking SERVQUAL as a
base, the authors modified the quality measurement instrument under five dimensions, namely
tangibility, reliability, assurance, responsiveness and empathy with total 19 items instead of 22
of the original models. Total 412 responses were gathered from five superstore chains in
Chattogram. Analyses revealed that the modified SERVQUAL model appeared as a reliable
instrument for capturing service quality for the superstores. Besides, service quality perception
of consumers toward superstores significantly varied across gender (except reliability and
empathy dimension) and age (except empathy dimension). However, the validity of the modified
instrument was not tested statistically.
To investigate the impact of perceived service quality, product quality, price, store assortment,
trust, and corporate image on customer satisfaction, Akbar, Salahuddin, and Shahriar (2013)
conducted a study in the context of superstore chains in the Dhaka metropolitan areas. Stepwise
regression analysis indicated that in explaining the variation in the customer satisfaction toward
superstore chains, perceived service quality, product quality, price, and store assortment exerted
positive and significant influence. However, both trust and corporate image did not have any
significant effect over perceived satisfaction of the customers.
In their study, Alam and Rana (2013) carried out a comparative study between retail chain stores
and traditional small retail stores focusing on the attitudes of customers. Findings revealed that
retail chain stores provide quality products with quality services, variety of assortments in a
congenial atmosphere. The outputs of chi-square analysis illustrated the significant variation in
the attitudes of the customers towards retail chain stores due to different levels of education of
the customers. Moreover, the difference between customers’ attitude towards retail chain stores
and small retail stores was found statistically significant. The study also pointed out several
issues that might be responsible for the growth of retail chain stores in Bangladesh. These issues
can be classified as store related issues (exclusive and comfortable shopping environment,
quality services, variety of assortments under one roof, hygienic products, up-to-date equipment
and method of selling, and better supply chain management) and non-store related issues
(densely population, upgraded standard of living, increased complexity in life, enhanced
purchasing power, traffic jam, the explosive growth of population, and consumers’ time
limitation).
Arif (2013) conducted an exploratory study to find out the reasons for increasing popularity of
superstores among the people in Bangladesh with particular focus on Dhaka city. Issues such as
presence of quality products, comfortable and hassle-free shopping environment, availability of
fresh products, and increasing number of populations, were identified as the reasons for growing
popularity of the superstores among the city dwellers, particularly among the upper- and middle-
class people of the society. The study also anticipated that in the near future the acceptance of
superstore will spread up among the lower income people of the society.
Azad, Hossain, and Parveen (2013) also conducted a study addressing the impact of several
customer and store related factors on customers’ level of satisfaction. Azad, Hossain, and
Parveen (2013) also conducted a study addressing the impact of several customer and store
related factors on customers’ level of satisfaction. The outputs revealed that in selecting the
supermarkets, availability of all necessary products within a small place was pointed out by the
majority of the respondents (72.41%). The results indicated that the factor customer age had a
positive and significant impact on the level of satisfaction. While educated people (having
schooling from 3 to 12 years) were satisfied with the supermarkets’ performance, the highly
educated people (having schooling from 13 years onward) were not. As income escalated, the
level of satisfaction towards supermarkets also increased. High price of the products negatively
affected the satisfaction level of the customers; whereas, the satisfaction level was positively
affected by the availability of the products. Interestingly, the study outcome revealed that those
customers were satisfied more who visited the store with less frequency than those who visited
more frequently.
Khan, Tabassum, and Jahan (2014) made an attempt to investigate the state of service quality of
the superstores in Bangladesh. To do so, they tried to identify whether a significant gap prevails
or not in the customer expectations and perceptions of superstore services by deploying
SERVQUAL models. Based on the data collected, outputs revealed that there was a significant
gap in each dimension of the SERVQUAL model between expectations and perceptions of the
customers with respect to service quality of the superstores. The highest gap was found in the
assurance dimension of the SERVQUAL model followed by tangible, empathy, responsiveness,
and reliability.
Shamsher (2014) conducted a study to reveal the shopping preferences of consumers towards the
superstores in Bangladesh. Based on the data collected from 120 shoppers of supermarkets in
Chattogram city, the author concluded that significant change was apparent in the preferential
aspects of consumers regarding shopping in the superstores. Findings revealed that most of the
consumers prefer to do shopping in the superstores in the evening on a weekly basis. Majority of
the consumers were highly satisfied with the existing operating hours of the superstores and not
interested in having the stores open in 24 hours. In selecting the superstores, “time saving” factor
motivated the consumers more, followed by cleanliness, avoiding unwanted traffic in the store as
well as bargaining, and so on.
Alauddin, Hossain, Ibrahim, and Hoque (2015) conducted a study to investigate the influencing
factors of consumers’ impulse buying behavior in the superstore context of Bangladesh. Findings
revealed that store convenience was the most important factor as a store characteristic that
influenced the specific planned purchase of the consumers in the superstores, followed by store
atmosphere, store image, and store location. On the other hand, store characteristics, such as
store atmosphere, point of purchase display, and discount exerted influence on impulse buying
behavior in their order of influencing strength. It was also identified that the more the visits in
the superstores, the higher the frequency of impulse purchase done by the customers. In addition,
the authors also investigated the level of satisfaction of the superstore customers and found that
only 5% were fully satisfied, whereas, 54% of them were somehow satisfied with the
superstores. However, the study did not make any attempt to test the path relationship between
the influencing factors and the impulse buying behavior of the customers during their visit in the
stores
Farid, Alam, Rahman, Barua, and Sarker (2018) conducted a study to illuminate the influencing
factors in the growth of the supermarket in the Sylhet periphery of Bangladesh. Primary data
were gathered from 100 supermarket consumers who visited supermarkets in Sylhet region.
Authors found that several micro economic factors (such as age, income, and education of the
customers) had the close association with the significant growth of the supermarkets. Moreover,
the study also identified some macro-economic factors (such as GDP growth rate, FDI,
Page | 13
increasing trend of women workforce, and urbanization) that are expected to contribute to the
growth of the supermarket.
CHAPTER 3: METHODOLOGY
This chapter portrays the choice of method to be adapted, starting from setting up objectives to
collecting and analyzing data, from a theoretical and practical point of view considering the context of
the study. In brief, it describes the systematic and theoretical aspects of research methods, approaches
and designs to identify, select, process, and analyze data on a particular topic throughout the study.
3.1. Research Approach

According to Bryman & Bell (2007), research approaches that involve the relationship between
theory and data can be of two types; one is deductive and the other one is inductive approaches.
This study is intended to carry out a deductive approach which represents the shared view of the
relationship between theory and research. The ideology of this concept as described by Bryman &
Bell (2007) is that, a hypothesis (problem) is deduced on the basis of what is known about a
particular domain or based on theoretical consideration. At the same time, it must be translated
into operational implication, how data can be collected and analyzed in relation to the concepts
that make up the hypothesis.
In this study, the theory and the problem derived, entail to the process of deducing hypothesis and
collecting data. Thereby deductive approach has been followed. In terms of theory, the
SERVQUAL model theory is selected as this model is used as main concept to assess service
quality and customer satisfaction using the embedded dimensions of the theory. SERVQUAL
model facilitates to collect data and measure the gap between expected service and perceived
service. The objectives of the study are expected to unveil through quantifiable data collected
from respondents. Eventually this whole process will lead the team to incur a conclusion on how
customers perceive service quality and extent of dimensions that bring satisfaction to them.
3.2. Research Strategy

Generally, while conducting any study, ‘Quantitative’ and ‘Qualitative’ – these two types of
strategies are unanimously used. The strategy adapted for this study is quantitative in nature.
Quantitative strategy is primarily scientific as it allows the room to consider biases and values in
order to make findings replicable. This strategy emphasizes to the quantification and analysis of
data that entails a deductive approach to solicit the relationship between theory and research, in
which theory is tested. Apart from that, this strategy permits to measure the variables derived
from the SERVQUAL model adequately and provide a yardstick for making distinctions as well
as showing degree of relationship among the variables. On top of all these, this strategy has been
used as it attempts not only to describe the various attributes of the SERVQUAL model and their
importance to customers but also attempts to showcase why they consider these attributes to be
important to them.
3.3. Research Design

Data collection and data analysis is a fundamental part of a research design framework.
According to Bryman & Bell (2007), there are five different types of research designs:
experimental design; cross-sectional or social survey design; longitudinal design; case study
design; and comparative design. This study follows the Cross-sectional design. Bryman & Bell
refers that cross-sectional design entails to the collection of data on more than one case and at a
Page | 15
single point of time to collect a body of quantitative or quantifiable data in connection with two or
more variables, which are then examined to detect patterns of the intended association.
This research design has been selected as it aids to identify and categorize the variables which
eases the design of questionnaires in such a way that all data requires from the respondents will be
captured in one shot. The dimensions of the SERVQUAL model administered for measuring
service quality will be efficiently exploited while carrying out the survey, since it deals with
expectations and perceptions of individuals about offered services by the retailers. As it is
important for the study to identify how customers perceive service quality, self-completed
questionnaires have been considered to be appropriate. This questionnaire pattern is envisioned to
give the respondents a chance to independently and anonymously give answers that reflect their
innate and unbiased expectations and perceptions.
3.4. Data Collection Method

At the very outset to single out the aspects of the subject matter, two types of data sources will be
utilized - primary and secondary data. Primary data will be obtained mainly, through
administering of the questionnaires while secondary data will be sourced from past studies and
archives like Academic journals, annual report, BSOA (Bangladesh Supermarket Owners
Association) reports, conference proceedings, government reports, books and available
information from the newspapers.
3.4.1. Selection of Sample

This study is being carried out in Bangladesh, but as this kind of superstores is available in
Dhaka city in a large number compared to the other districts, mainly the inhabitants of Dhaka
city will comprise the sample size irrespective of age, gender, income or purchasing behavior.
Due to the ongoing pandemic it is also difficult to stretch out the reach of the team beyond
this particular city. However, demographic location inside Dhaka city will be considered.
3.4.2. Sample Size Determination

While estimating the population sample size, the equation for unknown population size by W.
G. Cochran (1953) has been followed.
P(1−P) z 2
n≥
e2
Where:
n = minimum sample size

P = proportion of population (if unknown, P=0.5)
z = represents confidence; (95% confidence level; z = 1.96; 99% confidence level, z = 2.58)
e = acceptable error
Using the equation, the initial estimation of the sample size has been made using the
assumption of P = 10% (assuming that, this percent of population is regularly purchasing
from superstore). So, with 95% level of significance and considering 5% allowable error, the
approximate minimum sample size is calculated as 138.3 i.e. 150.
3.4.3. Choice of Respondents

As mentioned earlier, this study primarily covers the inhabitants of Dhaka city, a convenience
sampling technique (simple random sampling) to select the respondents will be followed. By
convenience sampling technique, it’s been referred to a technique that goes for the sample
that is available in the light of easy access. Pragmatically, going beyond this technique it is
highly challenging to carry on a probability sampling or systematic/stratified sampling amidst
this ongoing pandemic context.
3.4.4. Choice of Media

The questionnaire will be disseminated in online platform. Google Doc, survey monkey or
similar type of convenient online survey tool is planned to use to carry out this survey. As it
will be a self-completion questionnaire, this choice of media is expected to allow the team to
run the survey smoothly and in a comprehensive way. Apparently, at the time when the
survey is intended to be carried out, the entire country is in a position of lockdown due to
Corona Pandemic, amidst which physical form of one to one survey deemed to be quite
ambitious and merely possible.
3.4.5. Questionnaire Design

The questionnaire is designed in a structured way to get the respondents’ desires about
superstores (expectations) and their experiences (perceptions) from those stores. The
questionnaire for the survey comprises of two parts; The second part of the questions is the
main parts of the questionnaire that comprises of 22 questions each, aligned to SERVQUAL
Model and aimed at finding the respondents’ opinions pertaining to the expectations and
perceptions of service quality of the superstores.
The first part of the questionnaire seeks to get generic information of the respondents and
measure demographic variables. It mainly focuses on gender, age, level of education,
frequency of shopping and average monthly expenditures in superstores to get the pulse of
demographic relationship.
The second part is aimed at measuring the expectations of the customers. These are
statements that seek to tap in how the state of services of the super stores should look like
from their perspective. At the same time, this part also seeks to measure perceptions, or what
it actually looks like currently. These are also statements that are a description of particular
service attributes in the superstores for which respondents are expected to rank these
statements according to how far they think these statements apply to the superstores in
Bangladesh from their experience.
The statements were developed following Parasuraman et al., (1988). The original
SERVQUAL instrument has not been changed, however the statements have been rephrased
to uplift it to the context relevant. The dimension wise questionnaire has been catered as
follows:
Page | 17
Questionnaire
# Dimension Name Definition
Serial
The ability to perform the promised service
1 RELIABILITY 1 to 5
dependably and accurately
The willingness to help customers and to provide
2 RESPONSIVENESS 6 to 9
prompt service
The knowledge and courtesy of employees and their
3 ASSURANCE 10 to 13
ability to convey trust and confidence
The provision of caring, individualized attention to
4 EMPATHY 14 to 18
customers
The appearance of physical facilities, equipment,
5 TANGIBLES 19 to 22
personnel and communication materials
All the questions are multiple-choice and close-ended questions. Because of being closed-
ended and multiple-choice in nature the results of the questions are easy to compare, tabulate
and analyze easier. 5-point Likert-scale; “1” denoting “strongly disagree” and “5” denoting
“strongly agree”; were used where the respondents asked to select the most appropriate
number that corresponds to extent of their agreement to the statement.
3.5. Data Analysis Method

As this study falls under the provision of a quantitative research, a number of quantitative
analyses with the use of statistical tools (descriptive and inferential) will be carried out to satisfy
the objectives and comply with the goal of the study. Apart from Microsoft Office Excel
spreadsheet, SPSS (v22) will be used as a tool for steering statistical analysis.
3.6. Ethical Considerations

The team is vowed to treat any information received from any individual will be highly
confidential without disclosing the respondent’s identity. The overall study has been tried to
formulate in such a way that there is no space left of modification or manipulation of data or
further analysis. The team is vowed to comply with the authentic data and analysis.
3.7. Flowchart and Summary of the Steps

 For literature review, team mainly went through the existing online resources (blog, article
published in dailies, books and journals).
 Objectives and Hypothesis have been prepared afterwards considering the factors of
subsequent sampling design, online survey data collection feasibility and working procedure
of SPSS.
 For sampling technique, Simple Random Sampling approach will be followed.
 Online platform will be used to execute the survey.
 A self-completion Questionnaire in the form of a Google doc will be prepared based on the
ServQUAL Model and will be disseminated to the focused groups via Social media and
email. General consumers, both who are mainly prone to superstore purchasing endeavor, will
be asked to respond to the survey.
 Minimum 150 responses are expected to validate the research, all responses are expected to
be archived and extracted in Microsoft Excel Spreadsheet.
 Initial data screening will be executed in excel using in-built formulas of excel to identify the
demographics of the respondents.
 Advanced analysis will be carried out in SPSS software based on the primarily adopted
hypothesis.
 Decisions will be taken after discussion, based on the analysis, amongst the group mates and
eventually relevant recommendations will be prepared. Relevancy with the researches already
done will be attempted to relate.
 To conclude, the report will be compiled with all the information the team could
accommodate for nourishing the purpose of the term paper.
Literature Review Execution of the Survey Analysis on SPSS (v22)

(to find out relevant study via online and feedback of the hypothesis set out
and gap) collection primarily
Design of the Sampling Decision Analysis based

Understanding the
(Target Population, sample on the findings and
problem statement and size and sampling sorting out probable
setting up objectives technique identification) recommendation
Questionnaire Preparation
Hypothesis preparation to conduct the survey Report Preparation and
based on the objectives based on the prepared Submission of Reports
Hypothesis
Figure – Flowchart depicting the Methodology of the Study
Page | 19
CHAPTER 4: DATA ANALYSIS AND INTERPRETATIONS
CHAPTER 5: FINDINGS/ RESULTS
Page | 21
CHAPTER 6: CONCLUSIONS
REFERENCES
Ahmed, F. (2007). Consumers attitude towards modernized shopping center vs. traditional shopping center – A
case study at Khulna city. Daffodil International University Journal of Business and Economics, 2(2),
183-192.
Ahsan, S. M. H., Rahman, M. T., Chowdhury, T., & Haque, N. (2013). Service quality dimensions of retailing -
A study on retail chain stores in Chittagong. European Journal of Business and Management, 5(13), 1-9
Akbar, M. M., Salahuddin, A. B. E., & Shahriar, S. (2013). What engenders retail shoppers’ satisfaction in
Bangladesh?. Reshaping Organizations, 1(1), 387-400.
Alam, Z. M., & Rana, S. S. M. (2013). Customers’ attitudes towards retail chain store services in Bangladesh –
A comparative study between retail chain stores and small retail stores. Journal of Business Studies, 5,
1-18.
Alauddin, M., Hossain, M. M., Ibrahim, M., & Hoque, M. A. (2015). Perceptions of consumer impulse buying
behavior in the super store: A case study of some selected super store in Bangladesh. Asian Social
Science, 11(9), 68-76
Arif, M. Z. U. (2013). A study on increasing establishment of superstores in Bangladesh with special reference
to Dhaka City. Anveshak International Journal of Management (AIJM), 2(1), 9-34.
Azad, S. N., Hossain, M. M., & Parveen, R. (2011). Customer perception, price and demand analysis of
supermarkets in Dhaka city. Journal of Business and Technology (Dhaka), 7(1), 35-51.
Bell, Emma & Bryman, Alan. (2007). The Ethics of Management Research: An Exploratory Content Analysis.
British Journal of Management. 18. 63 - 77.
Cochran, W.G. (1953), Sampling Techniques, 1st ed., Oxford, England: John Wiley
Datta, P. R., & Chakraborty, B. R. (2009). Determinants of grocery store loyalty of consumers in Bangladesh.
Journal of Business and Retail Management Research, 4(1), 13-26.
Farid, M. S., Alam, M. J., Rahman, M. M., Barua, S., & Sarker, B. (2018). Direct and sssociated factors
influencing the growth in supermarket activity in Bangladesh. Asian Research Journal of Arts & Social
Sciences, 5(1), 1-12.
Khan, F., Tabassum, A., & Jahan, K. (2014). Assessment of service gap in superstores of Bangladesh by using
SERVQUAL model. World Review of Business Research, 4(1), 109–128
Monthly Business Review. (2017). Supermarkets: new trend in urban shopping - reshaping modern retail trade,
13(10), 1-40.
Reardon, T., Timmer, P., & Berdegue, J. (2004). The rapid rise of supermarkets in developing countries:
induced organizational, institutional, and technological change in agrifood systems. Electronic Journal
of Agricultural and Development Economics, 1(2), 168-183
Shamsher, R. (2014). Consumer shopping preference towards organized retailing in Bangladesh. ESOFT Metro
Campus International Journal, 1(1), 155-179.
Tinne, W. S. (2011). Factors affecting impulse buying behavior of consumers at superstores in Bangladesh.
ASA University Review, 5(1), 209-220
Page | 23
Ghotbabadi, A. R. and Baharun, R. (June 2012). A REVIEW OF SERVICE QUALITY MODELS. Retrieved from
https://www.researchgate.net/publication/230669329_A_REVIEW_OF_SERVICE_QUALITY_MOD
ELS
Alam, M. M. D. and Noor, N. A. M. (July 2019). Superstore retailing in Bangladesh: A comprehensive

literature review from consumer perspective. Retrieved from
Retail story in Bangladesh: A different shape up story. (April 18, 2019) Retrieved from
https://databd.co/stories/organized-retail-industry-outlook-bangladesh-2077
Mahmud, A. H. (April 19, 2020). Why more and more people are leaning towards superstores. Dhaka Tribune.
Retrieved from https://www.dhakatribune.com/business/2018/03/08/people-leaning-towards-
superstores
Ali Ramezani Ghotbabadi (Corresponding Author), D. R. (June 2012). A REVIEW OF SERVICE QUALITY
MODELS. 2nd INTERNATIONAL CONFERENCE ON MANAGEMENT.
Ali Ramezani Ghotbabadi, S. F. (February 2015 ). Service Quality Measurements: A Review. International
Journal of Academic Research in Business and Social Sciences.
Essays ,UK. (November, 2018). SERVQUAL Model – Summary and Evaluation. United Kingdom: UKESSAys.
Farhana Khan*, A. T. (March 2014). Assessment of Service Gap in Superstores of Bangladesh by using
SERVQUAL Model. World Review of Business Research Vol. 4. No. 1., 109-128.
ANNEX 1 – SURVEY QUESTIONNAIRE
1. Gender : ☐ Male
☐ Female
2. Age : ☐ Below 20
☐ 21 - 20
☐ 31 – 40
☐ 41 – 50
☐ Above 50
3. Monthly Income/ Allowance (BDT) : ☐ Below 25,000
☐ 25,001 – 50,000
☐ 50,001 – 75, 000
☐ Above 75,001
4. Education : ☐ Below Bachelor
☐ Bachelor in Progress
☐ Graduated
☐ Post-Graduation in Progress
5. Do you know about the Superstore of BD? : ☐ Yes

☐ No
6. Did you purchase from any superstore? : ☐ Yes
☐ No
Page | 25
Questionnaire based on ServQUAL MODEL:
Based on your Superstore purchase experiences, please mark the below questions:
Expectation = What you desire from a Superstore of Bangladesh

Perception = What you experience from a Superstore of Bangladesh
1 = Strongly Disagree
5 = Strongly Agree
Dimension 1: RELIABILITY
(The ability to perform the promised service dependably and accurately)
1. The products I want are available in the exact form I expect –
Scale 1 2 3 4 5
Expectation ☐ ☐ ☐ ☐ ☐
Perception ☐ ☐ ☐ ☐ ☐
2. The store shows sincere interest to solve any problem I face –
Scale 1 2 3 4 5
3. The store keeps my records and the records are error free –
Scale 1 2 3 4 5
4. The store performs the right service at the first time –
Scale 1 2 3 4 5
5. The store informs when a service will be performed and does accordingly –
Scale 1 2 3 4 5
Dimension 2: RESPONSIVENESS
(The willingness to help customers and to provide prompt service)
6. Service speed is satisfactory –
Scale 1 2 3 4 5
7. The employees are always willing to help me –
Scale 1 2 3 4 5
8. The employees are never too busy to respond to my request –
Scale 1 2 3 4 5
9. The customers are well aware about the timing of service to be performed –
Scale 1 2 3 4 5
Page | 27
Dimension 3: ASSURANCE
(The knowledge and courtesy of employees and their ability to convey trust and confidence)
10. The employees’ behavior instills my confidence –
Scale 1 2 3 4 5
11. I find the employees are knowledgeable to respond to the customers’ queries –
Scale 1 2 3 4 5
12. I feel safe while doing my transaction –
Scale 1 2 3 4 5
13. The employees are polite, respectful and trustworthy –
Scale 1 2 3 4 5
Dimension 4: EMPATHY
(The provision of caring, individualized attention to customers)
14. The Superstore facilitates with individual attention to the customer (promotional strategies) –
Scale 1 2 3 4 5
15. Employees provide customer personal attention –
Scale 1 2 3 4 5
16. My specific needs are well-understood by the employees –
Scale 1 2 3 4 5
17. The operating hours of the superstores are convenient to me –
Scale 1 2 3 4 5
18. The employees care for the best interest of mine at heart –
Scale 1 2 3 4 5
Page | 29
Dimension 5: TANGIBLES
(The appearance of physical facilities, equipment, personnel and communication materials)
19. Integral equipment of Superstore is up to date to ensure smooth service –
Scale 1 2 3 4 5
20. The products are organized and appealing enough to find out easily what I need –
Scale 1 2 3 4 5
21. The store décor is appealing and consistent with the service industry –
Scale 1 2 3 4 5
22. The employees portray neat and clean, professional and consistent outlook –
Scale 1 2 3 4 5
Thank you!!
ANNEX 2 – SURVEY RESPONSE
Page | 31
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Term Paper on

Assessing Service Quality and Customer Satisfaction

Course Code : M603

MBA Program, Spring 2020

May 01, 2020

Dr. Rezwanul Huque Khan

1.4. Theoretical Frameworks for Consumer's Purchase Behavior.......................................................7

1.5. Statement of the Problems...........................................................................................................8

1.7. Limitations of the Study..............................................................................................................8

1.2. Rationale/ Scope of the Study

1.3. Superstores of Bangladesh

1.3.3. Meena Bazar

1.4. Theoretical Frameworks for Consumer's Purchase Behavior

1.4.2. Affective Component of Attitude

1.4.3. Behavioral Component of Attitude

1.4.4. Cognitive Component of Attitude

1.4.5. Multi-attribute Attitude Model

1.5. Statement of the Problems

1.6. Objectives of the Study

1.6.1. Broad Objectives

1.6.2. Specific Objectives

1.7. Limitations of the Study

CHAPTER 2: LITERATURE REVIEW

SERVQUAL is a service quality framework, developed in the eighties by Zeithaml, Parasuraman

Figure: SERVQUAL model (Parasuraman et al., 1988)

According to Monthly Business Review 2017, A “superstore”, also recognized as supermarket or

3.1. Research Approach

3.2. Research Strategy

3.3. Research Design

3.4. Data Collection Method

3.4.1. Selection of Sample

3.4.2. Sample Size Determination

n = minimum sample size

3.4.3. Choice of Respondents

3.4.4. Choice of Media

3.4.5. Questionnaire Design

3.5. Data Analysis Method

3.6. Ethical Considerations

3.7. Flowchart and Summary of the Steps

Literature Review Execution of the Survey Analysis on SPSS (v22)

Design of the Sampling Decision Analysis based

Figure – Flowchart depicting the Methodology of the Study

CHAPTER 5: FINDINGS/ RESULTS

Alam, M. M. D. and Noor, N. A. M. (July 2019). Superstore retailing in Bangladesh: A comprehensive

ANNEX 1 – SURVEY QUESTIONNAIRE

3. Monthly Income/ Allowance (BDT) : ☐ Below 25,000

☐ 50,001 – 75, 000

4. Education : ☐ Below Bachelor

5. Do you know about the Superstore of BD? : ☐ Yes

6. Did you purchase from any superstore? : ☐ Yes

Expectation = What you desire from a Superstore of Bangladesh

1. The products I want are available in the exact form I expect –

2. The store shows sincere interest to solve any problem I face –

4. The store performs the right service at the first time –

6. Service speed is satisfactory –

7. The employees are always willing to help me –

8. The employees are never too busy to respond to my request –

10. The employees’ behavior instills my confidence –

12. I feel safe while doing my transaction –

13. The employees are polite, respectful and trustworthy –

15. Employees provide customer personal attention –

16. My specific needs are well-understood by the employees –