Are Customers Always Right? The Importance of Sincerity and Keenness in Creating Retail Sustainable Development

Abstract

In recent years, sustainability has become one of the essential elements of corporate management. There are many ways retailers can influence and develop a sustainable environment. The Taiwanese retail sector accounts for 10% of GDP. The capital city Taipei has the world’s highest department store density (per capita). This study encapsulates retail expertise to generate ten dimensions from 46 retail service quality scale indicators: SNAKE ROSES. The study first adopts qualitative analysis by conducting semi-structured interviews with five experts in the industry. Fifteen Delphi technique experts were then consulted for both qualitative and quantitative analysis of the indicators. Based on the Analytic Hierarchy Process (AHP), the most important aspects of customer service were ranked. The study shows that service quality dimensions are Sincerity, Neatness, Attentiveness, Keenness, Empathy, Reliability, Optimism, Steadfastness, Expertise, and Store Policy. Sincerity and Keenness are the most crucial globally. Although numerous researchers have examined the broader topic of perceived service quality, studies have yet to explore the critical role of Eastern culture, and therefore this study introduces an innovative framework. Implications include a conceptual framework for the key factors influencing customer satisfaction, one of the most critical dimensions of perceived service quality and customer satisfaction in the Taiwanese retail industry. A specification for retailers is delivered, intending to improve their sustainability strategies.