ASSESSMENT OF RETAIL SERVICES QUALITY

Abstract

The article substantiates the relevance of assessing the quality of retail services, taking into account the high level of competition and the growing demands of consumers regarding the quality of customer service. A checklist for assessing the quality of services provided by a retail organization was developed and tested at four of its branches using the “Mystery Shopper” method; it includes eight groups of criteria based on key points of interaction with the consumer. To analyze the identified discrepancies in the work of the branches, basic quality management methods were applied (a checklist, a scatter diagram, a Pareto diagram), and the causes of these discrepancies were identified; corrective actions were proposed to eliminate them and improve the quality of customer service. The proposed measures contribute to the development of a stable quality management system that ensures the effective operation of the trading organization.