Service Quality Dimensions in the Context of Herzberg Two Factor Theory

The major objective of this paper is to develop a comprehensive set of determinants of service quality of organised grocery stores in context of countries with culturally distinct orientation and to further classify them as hygiene and motivating factors resp. Such determinants can be used in further studies in order to help the international marketers to understand the behaviour of customers in different countries to succeed in an international arena. A questionnaire survey of 500 respondents each of Taiwan and India was conducted. A large number of items affecting service quality perceptions related to grocery stores were identified. The results of the study suggested a four-factor structure of perceived service quality variables for both India and Taiwan. The difference in the composed structure of the factors is further explained in terms of two factor theory. The results of the study will help the managers to allocate the resources strategically depending on whether the retailer needs to reduce the level of dissatisfaction or improve the level of satisfaction.