| dc.description.abstract | The study examined the effect of service quality on customer loyalty to supermarkets in
Kampala. The study objectives included to; establish the extent to which tangible aspects
of a services offered by supermarkets influence customer loyalty to supermarkets as
opposed to retail shops in Kampala Business capital and establish the extent to which
intangible aspects of a services offered by supermarkets influence customer loyalty to
supermarkets as opposed to retail shops in Kampala Business capital. The study adopted a
case study design where both qualitative and quantitative methods of data collection and
analysis were used. Data was collected using questionnaire and interview guide. Both
descriptive and inferential statistical techniques of analyses were used in the study.
Quantitative data was analyzed using frequencies, percentages, correlations, coefficient of
determination and regression analysis while qualitative data was simply quoted in the
report. The results showed a positive moderate effect of tangible aspects of services on
customer loyalty. However, physical facilities and outlay had the most effect on customer
loyalty. This was followed by products, personnel and technology, respectively. In
addition, there was a weak positive effect of intangible aspects of services on customer
loyalty. However, only responsiveness had a significant effect on customer loyalty. The
rest of the dimensions of intangible aspects of services did not significantly affect
customer loyalty. It was concluded that both tangible and intangible aspects of service
quality in supermarkets had a significant effect on customer loyalty. Thus, it was
recommended that all tangible aspects should be taken into consideration to enhance
customer loyalty but priority given to physical facilities and outlay. On the other hand, the
intangible aspects of service quality that should be considered in improving customer
loyalty should be responsiveness. | en_US |
