Costumer of service quality in retail sector effect on behavior: An application in Van province

ABSTRACT In today's world, with the increasing globalization, businesses have difficulty in competing against their rivals in their markets. In order to sustain their existence in this challenging competitive environment, retail businesses are trying to maintain their profitability by understanding, analyzing, interpreting consumer behavior and therefore differentiating them in service quality by providing consumer satisfaction. In recent years, the concept of service and the quality of service has become an area of great interest. Service industry; technology, complex business life, increasing the level of prosperity and people want to spend more time for themselves. There is a remarkable growth in the service sector in national and international areas. The increase in the number of new products and the development of computer-based services such as programming, repair and time sharing are among the reasons for this rapid development in the service sector. The characteristics of the services listed as abstraction, lack of stocking, concurrency and heterogeneity require the examination of the issues related to measuring, controlling and managing the service quality differently than in the enterprises producing physical goods. Different models and approaches have been introduced to measure service quality. Service quality models; Technical and functional quality model, Servqual. The aim of this study is to measure the service quality of retail stores operating in Van, to try to examine customer behavior and attitudes and to determine the expected service quality. Expectations and perceptions of customers will be examined and their satisfaction levels will be understood.