The Relationship between Service Quality Dimensions and Customer Satisfaction towards Hypermarket in Malaysia

The objective of this study was to measure the relationship between service quality dimensions on customer satisfaction in Malaysian hypermarket. Data was collected from 160 consumers who patronized hypermarkets in the state of Negeri Sembilan and convenience sampling method was applied. The data was then analysed using Partial Least Squares (PLS), SmartPLS v.3.0 software to develop hypotheses that include customer satisfaction and all service quality dimensions. SPSS v.20 software was utilised to analyze respondents’ demographic data. Findings show that four service quality dimension were empirically significant except for assurance. Reliability was found to show the highest impact on customer satisfaction followed by tangibility. This study suggests that retail service provider need to recognize the significance of service quality to build a positive image for hypermarket distribution chain