Using a Modified SERVQUAL Approach to Assess the Quality of Supply Chain Services in Greek Online Supermarkets

Anastasia D Mitropoulou,Giannis T Tsoulfas

doi:10.3390/logistics5040069

Anastasia D Mitropoulou, Giannis T Tsoulfas

Open Access

https://doi.org/10.3390/logistics5040069

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Abstract

Background: The purpose of this paper is to study customer satisfaction concerning orders from online supermarkets, which have recently boomed to fulfil the increased needs of customers during the COVID-19 pandemic. The service quality, as well as aspects of the logistics efficiency, are being examined, and the gaps between the expectations of people using these services and their perceptions about the received services are being evaluated. Methods: A modified approach of the well-known model SERVQUAL is suggested and used in the case of Greek online supermarkets. Thus, an initial contribution of this paper is the formulation of a framework which can be used to assess the quality of B2C logistics services. Results: The results show that customers’ expectations are exceeding their experiential perceptions in all the examined fields, and therefore there is room for substantial improvement. The study identified areas in which supermarkets’ online shops are close to meeting customer expectations and areas in which they fall far short. Conclusions: Competition is expected to become more intense and efficient supply chains that provide services of high quality will have a determinant role to play. Moreover, online supermarkets will have to rethink of their omni-channel structures to maintain and increase their market share. This is of particular importance during turbulent times such as the ones we are experiencing now.

Highlights

IntroductionA supply chain is a network of activities and operations performed by collaborating actors aiming at producing, delivering, and offering a product (good, service or their combination) to final customers/users
A supply chain is a network of activities and operations performed by collaborating actors aiming at producing, delivering, and offering a product to final customers/users
The findings show that implementing data-driven technology and quality management systems may aid strategic decision making and improve the performance of supply chain operations and networks

Summary

Introduction

A supply chain is a network of activities and operations performed by collaborating actors aiming at producing, delivering, and offering a product (good, service or their combination) to final customers/users. By definition, relates to the operations of obtaining, transferring, and storing resources between points of origin and consumption to fulfill the needs of consumers or companies. Both terms, “supply chain” and “logistics”, are dynamic in nature and even their definitions are still evolving [1,2]. Conclusions: Competition is expected to become more intense and efficient supply chains that provide services of high quality will have a determinant role to play. Online supermarkets will have to rethink of their omni-channel structures to maintain and increase their market share. This is of particular importance during turbulent times such as the ones we are experiencing

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