Service quality in food retailing operations: a critical incident analysis

This study uses critical incident technique to identify and explore dimensions of service quality in food retail operations. Personal interviews generated 792 positive and negative incidents which were then categorized into six groups as follows: physical environment, mechandise-related, non-core services, interpersonal, process and price. The key findings confirm that recent emphasis by operators on improving customer service has been effective to a degree. This is apparent in the high level of positive incidents in the interpersonal group. However, the findings also indicate a relative neglect of the shopping process. This category generates by far the greatest number of negative incidents. Further managerial implications are identified, along with issues for further research.