An Empirical Study on the Assessment of the Impact of Service Quality on Customer Repurchase Intention in Retail Chain Stores of Khulna District of Bangladesh

Abstract

Purpose: The study aims to identify how various aspects of service quality impact customer repurchase intention in retail chain stores in Bangladesh. Methodology: The study has been conducted following the quantitative research method. Data were gathered from 100 shoppers via direct surveys done at multiple retail chain stores in Khulna city of Bangladesh. A questionnaire with a five-point Likert scale was used in the study to collect consumer feedback on several elements related to service quality and repurchase intention. SPSS 25 (Statistical Package for the Social Sciences) was used to analyze the data for Reliability tests, correlations analysis, and regression analysis. Findings: The data show that responsiveness, assurance, and empathy have a substantial effect on customers' likelihood of repurchasing from retail chain stores. Surprisingly, tangible elements such as store appearance and reliability had little influence on customers' propensity to return. Practical Implications: According to the findings, retailers should focus on developing a customer-centric strategy that emphasizes prompt service, trust-building efforts, and encouraging sympathetic relationships. Originality/Value: The study has transformative potential for the retail chain sector, guiding strategic adjustments for enhanced customer experiences, competitive advantages, and long-term growth. Limitations: While the study provides useful insights, its limitations include a limited geographic scope, small sample size and inherent biases caused by the convenience sampling method. To clarify subtle customer behaviors across multiple retail landscapes, future research should include broad retail segments and locales.