Research Article Open Access

Theoretical Aspects and Methodological Approaches to Sales Services Quality Assessment

Abstract

The article defines trade service quality and proposes an object-oriented approach for its essence interpretation, according to which such components as product offering and goods quality, service forms and goods selling methods, merchandising, services and staff are singled out; a model of managing retail outlets trading service, which covers levels of strategic, tactical and operational management and is aimed at ensuring customers’ perception expectations, achieving sustainable competitive positions and increasing customers’ loyalty is worked out; a methodology of trade services quality estimation that allows to carry out a comparative assessment of cooperative retailing both in terms of general indicators and their individual components, regulate the factors affecting trade services quality and have a positive administrative action is developed and tested; the results of evaluation of the customers’ service quality in the consumer cooperative retailers, dynamics of overall and comprehensive indicators of measurement of trade service quality for selected components are given; the main directions and measures for improving trade services quality basing on quantitative values of individual indicators for each of the five selected components (product offering and goods quality, service forms and sale methods, merchandising, services, staff) are stated.

Tarasova EE and Kadatskaya DV

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