Using the SERVQUAL Model to assess
Service Quality and Customer
Satisfaction.
An Empirical study of grocery stores in Umea.

Authors:

Chingang Nde Daniel
Lukong Paul Berinyuy

Supervisor:

Sofia Isberg

Student
Umeå School of Business
Spring semester 2010
Master thesis, one-year, 15 hp

Abstract
Service quality and customer satisfaction are very important concepts that companies must understand in order to remain competitive in business and hence grow. It is very important for companies to know how to measure these constructs from the consumers’ perspective in order to better understand their needs and hence satisfy them. Service quality is considered very important because it leads to higher customer
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1.4 Research Purpose .............................................................................................................. 13
1.5 Delimitation of study ......................................................................................................... 14
1.6 Disposition of thesis .......................................................................................................... 14
CHAPTER 2: METHODOLOGY ..................................................................................................... 17
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2.1 Choice of Study ................................................................................................................. 17
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2.2 Research Philosophy ......................................................................................................... 18
2.1.1 Ontological Assumptions ............................................................................................... 18
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2.2.2 Epistemological Assumptions ......................................................................................... 19
2.3 Research Approach ........................................................................................................... 20
2.4 Research Strategy .............................................................................................................. 21
2.5 Research Design