Retail service quality success factors in Estonia: a qualitative approach

Abstract

Purpose

To present the empirical findings of two qualitative studies of Estonian consumers and how they interpret and perceive retail service quality.

Design/methodology/approach

The two qualitative techniques were critical incident technique (CIT) and focus groups. For the CIT study, an e‐mail survey was administered. Respondents of both good and bad examples of retail service were collected. For the focus group studies, six sessions were held, three in Tallinn and three in Tartu. All findings were compiled and analysed within the framework of retail service drivers.

Findings

Retail service quality is a relevant construct for examination in Estonia. There is an expectation by consumers to exert their own sense of shopping capabilities. There is an expectation that selling staff need to be authoritative, and to show consideration to the consumer through acts of politeness and courtesy. Also there is an expectation that policies exist to make things right when a problem occurs.

Research limitations/implications

The findings are limited within the potentially confounding effects of other consumer‐specific shopping variables. These effects were minimised through the use of multiple qualitative methods.

Practical implications

Within Estonia, there is a need for a greater understanding of retail consumer behaviour theory and practice, rather than mere consumer data gathering. Estonian consumers may be willing to accept a degree of responsibility in making product choices and should not expect the retailer to play a role in ensuring that occurs, but there is also an expectation that the retailer should take responsibility for correcting problems that are within their control, and that those responsibilities should be formalised and communicated.

Originality/value

As the retail sector continues to develop in terms of both retail brand and retail format choice in countries such as Estonia, there is a need for a greater understanding of retail consumer behaviour theory and practice rather than mere consumer data gathering. This study has presented one such example.

Citation

McKenzie, B. (2006), "Retail service quality success factors in Estonia: a qualitative approach", Baltic Journal of Management, Vol. 1 No. 3, pp. 352-369. https://doi.org/10.1108/17465260610690971