Can SERVQUAL Be Used to Gain A Competitive Edge By Measuring Service Quality Perception And Customer Satisfaction In The Irish Construction Retail Market?

This study was undertaken to explore the potential role of SERVQUAL as an instrument to assist organisations in the construction retail sector in Ireland to measure service quality and in turn gain a competitive advantage. The study aims to use both qualitative and quantitative methods to gather data in the form of semi structured interviews and a questionnaire respectively. In the semi structured interview, the researcher used the dimensions of SERVQUAL as thematic headings to explore the views of construction retail managers by asking indirectly related questions and probing question where necessary to elicit more information: • Tangibility • Reliability • Responsiveness • Assurance • Empathy The questionnaires respondents answers were analysed and tabulated to give a view of the authors own organisations customers’ expectations and perceptions of service. This led to the conclusion that while there were not insignificant gaps there was also clear action to be taken to close the identifiable gaps. The findings are discussed in conjunction with the relevant literature outlining the limitations and benefits of SERVQUAL. There are practical recommendations for the construction retail sector outlining the importance of service quality as offering a competitive advantage. The limitations of the small-scale study are also listed