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- W1501447002 abstract "Purpose – The purpose of this study is to present the Generation X and Generation Y customers’ expectations of utility retail stores in an Asian setting of Pakistan Research studies that advocate a cross-generational perspective to retail service quality have been limited. Design/methodology/approach – Sketching through a naturalistic paradigm, data for this exploratory study is collected from 80 retail shoppers through face-to-face interviews. The data is noted, coded and presented through the genre of service marketing mix theory. Findings – There are significant differences with regards to variety of products offered and time consumed during shopping have been found between generational cohorts belonging to Generation X and Generation Y customers. However, there are a few similarities noted between the two types of customers that challenge the traditional perspective of retail service marketing mix theory. Originality/value – The study is an original contribution towards explaining the retail service quality construct from cross-generational marketing perspective. Pragmatically, the utility stores have never been the subject matter for service quality studies in countries such as Pakistan." @default.
- W1501447002 created "2016-06-24" @default.
- W1501447002 creator A5055138081 @default.
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- W1501447002 date "2014-11-17" @default.
- W1501447002 modified "2023-10-16" @default.
- W1501447002 title "Expected service quality of utility stores in Pakistan" @default.
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- W1501447002 doi "https://doi.org/10.1108/ijqss-04-2013-0023" @default.
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