DOMINANT FACTORS OF RSQS AS SERVICE QUALITY MEASUREMENT IN THE CONTEXT OF RETAILING: STUDY IN GIANT EKSPRES BANDUNG

Abstract

The expansion of foreign retailers to Indonesia in the late 90’s has been a starting point of modern retail stores to emerge in many regions. Witnessing this significant growth, to understand the service quality expectation of customers is highly important for retail practitioners. Retailing is not only about selling product, but it is believed as combination of both products and services provided in the store. Meanwhile the customers perception of satisfying services keeps changing according to the market trend as well as customers lifestyle. The purpose of this study is to identify dominant factors of service quality measurement called RSQS in Indonesia retail context, particularly hypermarkets. This study was conducted by examining the five dimensions of Retail Service Quality Scale (RSQS) namely, Physical Aspects, Reliability, Personal Interaction, Problem Solving, and Policy. Quantitative method is applied in this research. Using non-probability convenient sampling technique, a questionnaire of 30 statements were distributed to Giant Ekspres Bandung customers with the total of 100 respondents. The statistical analysis was done using Statistical Package for Social Science (SPSS) Version 22.0 and factor analysis method was employed in this study. The result shows three new components as dominant factors of RSQS that is used to measure service quality in hypermarkets. These three factors are: Collaboration, Assurance, and Facility.