The Effect of Service Quality on Customer Satisfaction and Repurchase Intention: Focusing on Supermarkets in Mongolia

Purpose - This research is to check the effect of service quality on customer satisfaction and repurchase intention. This research is focused on the Mongolian supermarket service quality process for the supermarkets in Mongolia, for a comprehensive understanding. Design/Methodology/Approach - The study was based on the SERVQUAL model as the main framework for the analysis of service quality. 208 valid questionnaires were collected. Through the statistical analysis of the data by SPSS 23.0, demographic analysis, factor analysis, reliability analysis, correlation analysis, and regression analysis were used to verify the hypothesis. Regression analyses were used to test the relationships between service quality, customer satisfaction, and repurchase intention. Findings - The result of this study as follows. First, the main research was on customer service and whether customer can be satisfied with the service provided by the supermarket. We detail how customers assess service quality in supermarkets in Mongolia. Secondly, we verified if service quality had an effect on repurchase intention. Thirdly, the quality of service effect on customer satisfaction was significantly positive, and service quality had a positive and significant effect on repurchase intention, and customer satisfaction had a significant positive repurchase intention. Research Implications - The main research was on customer service and whether consumers can be satisfied with the services provided by a supermarket. We researched how customers assess service quality in supermarkets in Mongolia, and if service quality had an effect on repurchase intention. The quality of service effect on customer satisfaction was significantly positive, service quality has a positive and significant effect on repurchase intention, and customer satisfaction has a significant positive repurchase intention.