Retail logistics service quality: a cross‐cultural survey on customer perceptions

Purpose The purpose of this paper is to compare perceptions of retail logistics service quality among Romanian and Tunisian customers, and determine which dimensions of logistics service quality have the greatest influence on customer satisfaction and loyalty. Design/methodology/approach Data were collected using self‐administered questionnaires from two convenience samples of hypermarket customers (100 in Romania and 100 in Tunisia). Logistics service quality was measured using two dimensions: the relational LSQ (The perception of Carrefour employees' assurance, responsiveness and caring) and the operational LSQ (Carrefour reliability). Data were analyzed by using confirmatory factor analysis, ANOVA and linear regression. Findings Respondents in both countries reported high levels of perceived logistics service quality in Carrefour. However, Romanians reported higher perceived logistics service quality than Tunisians for both dimensions. In the Tunisian sample, relational LSQ was the most important predictor of satisfaction, and the most important predictor of loyalty was the operational LSQ; in the Romanian sample, relational LSQ was the most important predictor of both satisfaction and loyalty. Practical implications Romanian Carrefour managers should focus on the customers' relationships with the staff in logistics service by implementing appropriate customer‐oriented training programs. Tunisian Carrefour managers should focus on the ability to perform the promised service dependably and accurately. Originality/value Despite the large number of studies on individual countries, no study compares logistics service quality among different countries. The present study compares perceptions of logistics service quality between consumers in two countries – Romania and Tunisia – that have different economic and cultural environments. This study shows that logistics service quality is an essential factor in satisfying and retaining retail customers in the retail sector.