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| Perceived Service Quality on Brand Performance of Selected Retail Firms In Delta State
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Akinbiyi, O. P & Ekakitie, E. S
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Abstract:
Service oriented organizations are increasingly becoming the order of the day globally; hence there is increasing demand for the services of Retail companies as well as increasing concern for the quality of the services provided especially as they affect brand performance. This study investigated perceived service quality on brand performance of selected retail firms in Delta State. The specific objectives of the study were to; investigate the effect of perceived value on brand performance of retail firms in Delta State, determine the effect of service responsiveness on brand performance of retail firms in Delta State, investigate the effect of service assurance on brand performance of retail firms in Delta State and find out how service reliability have effect on brand performance of retail firms in Delta State. Survey research design was employed in the study. Primary data was collected through self-administered questionnaire issued to the respondents using simple sampling technique. The data was collected from a sample of 118 employees of the selected retail firms in Delta State. The findings revealed that perceived value, service responsiveness, service assurance and service reliability have positive and significant effect brand performance. This study concludes that perceived service quality has a significant positive effect on brand performance. The better the quality of retail services, the higher the performance of the brand. Perceived value has a significant positive effect on brand performance; the better the level of service quality, the stronger the feeling of consumers to bond with the company's brand. The study recommends that perceive value needs to be realized by brand managers in the manufacturing/retail sector by implementing actions such as: increasing customer pride when choosing brands, and providing a pleasant experience for customers. Perceived value can be strengthened by the way the retail is able to create a feeling of pleasure, comfort, and provide an interesting experience to customers
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