The Influence of Service Quality on Customer Satisfaction: A Case of Selected Supermarkets in Douala I, IV, and V Municipalities

Abstract

This study examined the influence of service quality on customer satisfaction in selected supermarkets in Douala I, IV, and V municipalities, Cameroon. Guided by the Retail Service Quality Scale (RSQS), the study assessed four service quality dimensions: physical aspects, reliability, personal interaction, and problem solving. A descriptive survey research design was adopted. Data were collected from 302 supermarket customers using structured questionnaires and analysed with descriptive statistics, Pearson correlation, and multiple regression through SPSS version 25. The correlation results showed that all four service quality dimensions had positive and statistically significant relationships with customer satisfaction at the 0.01 level. Personal interaction recorded the strongest relationship with customer satisfaction (r = .713, p < .001), followed by reliability (r = .666, p < .001), problem solving (r = .590, p < .001), and physical aspects (r = .490, p < .001). The regression analysis further indicated that personal interaction (β = .420, t = 6.368, p < .001) and reliability (β = .251, t = 4.040, p < .001) had significant positive effects on customer satisfaction. Physical aspects (β = .088, t = 1.810, p = .071) and problem solving (β = .090, t = 1.551, p = .122) showed positive but non-significant effects. The findings suggest that customer satisfaction in the selected supermarkets is more strongly associated with dependable service delivery and effective staff-customer interaction than with the physical retail environment or problem-resolution practices alone. Supermarket managers should therefore prioritise reliable service systems, consistent communication, and staff training aimed at improving courteous, responsive, and professional interactions with customers.