Kvalitet usluga u maloprodaji kao osnova donošenja odluka o kupovini
Retail Service Quality as a Base in Purchasing Decision
Apstrakt
Maloprodaja je uslužna delatnost i usluge su nešto po čemu se maloprodajne kompanije razlikuju od proizvodnih. Maloprodajni lanci nastoje da diferenciraju „paket“ ponude, izgrade lojalnost potrošača i pozicioniraju se kroz pružanje visokokvalitetnih usluga. Pri tome, usluge koje se pružaju mogu biti brojne i raznovrsne, kao što su: spoljni izgled i unutrašnje uređenje prodajnih objekata, pripremljenost robe za prodaju, izgled i ponašanje prodajnog osoblja, kultura komuniciranja sa potrošačima, ali i usluge koje se pružaju završetkom prodajnog procesa. Potrošači, pored cena i kvaliteta proizvoda, u donošenju odluke o kupovini imaju u vidu kvalitet usluge. Kako bi se jedan maloprodajni lanac, kao i prodajni objekti koji čine njegov portfolio, uspešno pozicionirao, od značaja je da permanentno prati nivo kvaliteta usluga. U cilju merenja kvaliteta usluga, metod koji je našao svoju primenu u praksi jeste SERVQUAL. Ovaj model je nastao kao kombinacija teorijskih i praktičnih istraživanja i posmatra kvalitet usluge kao sadržaj sledećih dimenzija: opipljivost, pouzdanost, osećajnost, sigurnost i empatija. Kao takav predstavlja funkciju razlike između percepcija i očekivanja (Q=P-E) i široko je prihvaćen za merenje kvaliteta usluga u tradicionalnim prodajnim objektima, javnom sektoru, visokom obrazovanju, nekretninama, bolnicama, sudstvu i sl. Osim toga, ovaj model ima široku primenu za merenje kvaliteta usluga u elektronskoj maloprodaji, elektronskom bankarstvu, elektronskoj prodaji turističkih aranžmana i drugih usluga koje se pružaju elektronskim putem. Polazna hipoteza rada je da su usluge ključni faktor donošenja odluke o kupovini. Cilj ovog rada je da kroz teorijsko-praktično istraživanje, s posebnim akcentom na SERVQUAL metod, testira polaznu hipotezu i sagleda nivo kvaliteta usluživanja maloprodajnih lanaca na području grada Niša.
Abstract
Retail is a service activity, and services are something that makes the retail companies differ from production companies. Retailers are trying to differentiate the „package“ offer, build customer loyalty and make their position through the provision of high service quality. In addition, the services provided can be varied, such as exterior and interior design of retail stores, preparation of goods for sale, appearance and behavior of sales personnel, culture of communication with customers, and services provided after the sales process. Consumers require the service quality when making purchasing decision. For retail companies and retail stores it is important to continuously monitor the level of service quality. In order to measure the service quality, the method that found its application in the theory and practice is SERVQUAL. This model was created as a combination of theoretical and practical research and it looks at the quality of service as the content of the following dimensions: tangibles, reliability, sensitivity, security and empathy. As such, it is a function of the difference between perceptions and expectations (Q = P-E) and is widely accepted to measure the service quality in traditional retail stores, public sector, higher education, real estate, hospitals, courts and so on. In addition, this model is widely used to measure service quality in e-retailing, e-banking, e-selling of travel packages and other services provided by electronic means. The main assumption is that services are a key factor in making purchasing decision. The aim of this paper is to, through theoretical and practical research with special emphasis on SERVQUAL method, test the initial hypothesis and recognize the level of service quality in retail chains in Southeast Serbia.
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