Evaluation of the Relationship between Consumer Behavior and Purchasing Preference in Supermarkets Using the SERVQUAL Neutrosophic Model
The present study aimed to investigate consumer behavior implications for shopping preferences in supermarkets applying the SERVQUAL neutrosophic model to measure service quality in uncertainty. This research analyzed data from 200 previous surveys which involved consumer behavior (product quality,...
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| Format: | Article |
| Language: | English |
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University of New Mexico
2025-05-01
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| Series: | Neutrosophic Sets and Systems |
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| Online Access: | https://fs.unm.edu/NSS/66.%20ConsumerBehaviorPurchasing.pdf |
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| author | Abraham Cárdenas Saavedra Jhamely Herrera Cometivos Antonio Bartolomé Medina Salgado Alberto Alonso Espinoza Saldaña Alberto Barrenechea – Romero Rejis Renato Paredes Peñafiel Rosa María Criollo Delgado |
| author_facet | Abraham Cárdenas Saavedra Jhamely Herrera Cometivos Antonio Bartolomé Medina Salgado Alberto Alonso Espinoza Saldaña Alberto Barrenechea – Romero Rejis Renato Paredes Peñafiel Rosa María Criollo Delgado |
| author_sort | Abraham Cárdenas Saavedra |
| collection | DOAJ |
| description | The present study aimed to investigate consumer behavior implications for shopping preferences in supermarkets applying the SERVQUAL neutrosophic model to measure service quality in uncertainty. This research analyzed data from 200 previous surveys which involved consumer behavior (product quality, experience, physical space, store attributes) and shopping preference (physical space, variety, knowledge, organization, friendliness, hygiene). Respondents originally responded on a Likert scale (1–5) and as such, survey response values were converted into neutrosophic values (truth, indeterminacy, falsity) as a measure of merged perceptual ambiguity on the behavioral response (servis value) to the relevant shopping context. The neutrosophic gap between each of these expectation and perceptive elements would be calculated across five dimensions of the SERVQUAL performance scale (tangibles, reliability, responsiveness, assurance, empathy). The findings highlighted substantial differences in clarity of product information by price-quality alignment, unique concerns on hygiene and customer service all receiving high value. Overall, most respondents suggested positive perceptions of purchasing behavior and shopping preferences to include experience and cleanliness. In summary, the SERVQUAL neutrosophic model appears to contribute substantial value in identifying areas for service quality improvement, such as product information and price performance perceptions, which aid supermarket research and design strategies around developing customer satisfaction and loyalty in uncertain contexts. |
| format | Article |
| id | doaj-art-5004ea34fba34e6c9972dbd8d664754a |
| institution | Kabale University |
| issn | 2331-6055 2331-608X |
| language | English |
| publishDate | 2025-05-01 |
| publisher | University of New Mexico |
| record_format | Article |
| series | Neutrosophic Sets and Systems |
| spelling | doaj-art-5004ea34fba34e6c9972dbd8d664754a2025-08-24T18:06:29ZengUniversity of New MexicoNeutrosophic Sets and Systems2331-60552331-608X2025-05-0184823835Evaluation of the Relationship between Consumer Behavior and Purchasing Preference in Supermarkets Using the SERVQUAL Neutrosophic ModelAbraham Cárdenas SaavedraJhamely Herrera CometivosAntonio Bartolomé Medina SalgadoAlberto Alonso Espinoza SaldañaAlberto Barrenechea – RomeroRejis Renato Paredes PeñafielRosa María Criollo DelgadoThe present study aimed to investigate consumer behavior implications for shopping preferences in supermarkets applying the SERVQUAL neutrosophic model to measure service quality in uncertainty. This research analyzed data from 200 previous surveys which involved consumer behavior (product quality, experience, physical space, store attributes) and shopping preference (physical space, variety, knowledge, organization, friendliness, hygiene). Respondents originally responded on a Likert scale (1–5) and as such, survey response values were converted into neutrosophic values (truth, indeterminacy, falsity) as a measure of merged perceptual ambiguity on the behavioral response (servis value) to the relevant shopping context. The neutrosophic gap between each of these expectation and perceptive elements would be calculated across five dimensions of the SERVQUAL performance scale (tangibles, reliability, responsiveness, assurance, empathy). The findings highlighted substantial differences in clarity of product information by price-quality alignment, unique concerns on hygiene and customer service all receiving high value. Overall, most respondents suggested positive perceptions of purchasing behavior and shopping preferences to include experience and cleanliness. In summary, the SERVQUAL neutrosophic model appears to contribute substantial value in identifying areas for service quality improvement, such as product information and price performance perceptions, which aid supermarket research and design strategies around developing customer satisfaction and loyalty in uncertain contexts. https://fs.unm.edu/NSS/66.%20ConsumerBehaviorPurchasing.pdfconsumer behaviorpurchase preferencesupermarketsservqual neutrosophicservice qualityuncertaintycustomer satisfaction |
| spellingShingle | Abraham Cárdenas Saavedra Jhamely Herrera Cometivos Antonio Bartolomé Medina Salgado Alberto Alonso Espinoza Saldaña Alberto Barrenechea – Romero Rejis Renato Paredes Peñafiel Rosa María Criollo Delgado Evaluation of the Relationship between Consumer Behavior and Purchasing Preference in Supermarkets Using the SERVQUAL Neutrosophic Model Neutrosophic Sets and Systems consumer behavior purchase preference supermarkets servqual neutrosophic service quality uncertainty customer satisfaction |
| title | Evaluation of the Relationship between Consumer Behavior and Purchasing Preference in Supermarkets Using the SERVQUAL Neutrosophic Model |
| title_full | Evaluation of the Relationship between Consumer Behavior and Purchasing Preference in Supermarkets Using the SERVQUAL Neutrosophic Model |
| title_fullStr | Evaluation of the Relationship between Consumer Behavior and Purchasing Preference in Supermarkets Using the SERVQUAL Neutrosophic Model |
| title_full_unstemmed | Evaluation of the Relationship between Consumer Behavior and Purchasing Preference in Supermarkets Using the SERVQUAL Neutrosophic Model |
| title_short | Evaluation of the Relationship between Consumer Behavior and Purchasing Preference in Supermarkets Using the SERVQUAL Neutrosophic Model |
| title_sort | evaluation of the relationship between consumer behavior and purchasing preference in supermarkets using the servqual neutrosophic model |
| topic | consumer behavior purchase preference supermarkets servqual neutrosophic service quality uncertainty customer satisfaction |
| url | https://fs.unm.edu/NSS/66.%20ConsumerBehaviorPurchasing.pdf |
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