Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Retail Service Quality in Indonesia: Traditional Market Vs. Modern Market

Author(s): Moh Farid Najib, Adila Sosianika

The growth of share of sales value indicates that the share value of sale between traditional markets, supermarkets/hypermarkets and minimarkets tend to decrease, the modern market is higher than the traditional market. Moreover, unlike traditional markets, modern markets have a better quality of service. This research aimsto determine consumer perception of retailservice quality scale (RSQS) in traditional market and modern market in Bandung, Indonesia. A questionnaire was developed survey has been conducted toward 400 customers of 16 traditional markets around Bandung, Indonesia. Afterward, the independent sample t-test was used to test the compare mean of RSQS between traditional and modern market. The research finding showed that modern market outperformed over the traditional market for overall RSQS. Similarly, the result showed that the individual dimensions and sub-dimensions in the modern market outperformed over than traditional market, excluding the dimension of personal interaction and sub-dimension of interaction and problem solving

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