The effect of service quality of neighbourhood grocery stores on costumer satisfaction

In this study, it was aimed to determine the rate of meeting the needs of neighborhood grocery stores, which are also a cultural part of social life, to keep up with the changing times and to catch the requirements of the era and to determine the satisfaction levels of the grocery customers. In addition, the aim of the study was to investigate the effect of the current service quality of neighborhood grocery stores on the satisfaction of consumers who shop from these grocery stores. The population of the study consists of individuals who reside in the city center of Gaziantep and the districts of the city center, older than 18 years old and routinely shop from the neighborhood grocery store. The sample size was determined as 260 people. Convenience sampling method was used to reach this sample size. In the research, descriptive and relational survey model, one of the quantitative research methods, was used. The interviews with the individuals to be included in the study were made by face-to-face interviews and the individuals were asked the expressions in the questionnaire form prepared by the researcher. SPSS 20 statistical program was used to analyze the data of the research. The distribution of the introductory characteristics of the participants in the study is shown in percentage and frequency. Kurtosis and skewness values ​​were used to investigate the normal distribution of the scores of the participants from the scales and sub-dimensions. The validity study of the scales used in the research was done by exploratory factor analysis and confirmatory factor analysis. The reliability of the scales and sub-dimensions was examined with the Cronbach Alpha reliability coefficient. The Structural Equation Model was used to test the research model established for the purpose of the research. 95% confidence level was taken into account in the analysis of the data obtained in the study. As a result, it has been determined that the physical appearance of the grocery store, the variety and quality of the products in the grocery store and the personal interaction of the grocery store with the customers positively affect the satisfaction level of the customers who shop from the neighborhood grocery store. Key Words: Grocery, Service Quality, Customer Satisfaction