Customer perception of service quality dimensions in Confimax supermarkets in the city of Quibdó

10.21158/01208160.n99.2025.4145
Published 2025-10-11
Scientific articles

Abstract

This paper examines customers’ perceptions of service quality at Confimax supermarkets in Quibdó, Colombia. The main objective is to assess users’ perceptions of service-quality dimensions through the Servperf model, which includes Tangibility, Reliability, Responsiveness, Assurance, and Empathy. The study follows a positivist paradigm, with a quantitative approach, descriptive-correlational scope, and a non-experimental cross-sectional design. A Servperf-based questionnaire was administered to 424 supermarket customers. Data analysis included descriptive statistical procedures, internal consistency estimation through Cronbach’s alpha, and exploratory factor analysis to examine the empirical behavior of the instrument in the sample. The results show a favorable perception of service quality, with satisfaction percentages by dimension ranging from 77.4% to 82.5%. Assurance received the highest rating, with a mean of 4.13 and 82.5% satisfaction, indicating that employees convey trust and courtesy. However, Reliability showed the lowest relative mean, with 3.87 and 77.4%, suggesting opportunities for improvement in the accuracy and fulfillment of promised services. The scale reached high overall internal consistency, with Cronbach’s alpha of 0.925. Accordingly, the study underscores the need to strengthen staff training and adjust strategies aimed at enhancing reliability and empathy to sustain and improve customer satisfaction.

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