Abstract

Author:
Agua, Welven., Orbeta, Lessly Jyn C., Sesaldo, Jennly C., Tenebro, Thrisha Anne B

Doi: 10.26480/mbmj.02.2025.79.83

This is an open access article distributed under the Creative Commons Attribution License CC BY 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

This study aimed to enhance service quality processes in the cashier department of Prince Hypermart Argao, a prominent retail establishment in the Philippines. The research employed a SERVQUAL-based questionnaire to gather data from 398 respondents and utilized various statistical tools for analysis. Findings revealed a significant gap between customer expectations and perceived performance across all service quality dimensions, leading to customer dissatisfaction. The largest gaps were found in assurance and empathy, indicating issues with employee interactions and understanding customer needs. Key factors influencing customer satisfaction included transaction accuracy, speed, and efficiency, as well as effective queue management and machine performance. The study concluded that the current service quality in the cashier department does not meet customer expectations, necessitating improvements. Based on the findings, the researchers proposed a comprehensive enhancement plan encompassing training and development, process streamlining, queue management optimization, enhanced communication, physical environment upgrades, and a customer-centric focus. The implementation of these strategies is expected to elevate service quality, improve customer satisfaction, and ultimately increase customer loyalty and profitability for the retail establishment.