(RETRACTED) The Interplay Between Service Quality and Strategy in Driving Supermarket Popularity in Myanmar

Abstract

This article has been retracted. See retraction notice at: https://doi.org/10.64297/jmrsmet.v1i1.12

In Myanmar, supermarkets have become an important part of urban life, offering variety, convenience, and quality. This study evaluates the effectiveness of the relationship between service quality and strategic initiatives in influencing the country’s supermarket popularity. Based on the secondary qualitative research approach, the study identifies the key dimensions that emphasize customer loyalty and satisfaction, including product pricing, variety and customer service. Moreover, it evaluates the strategic elements including marketing, location and the technological adoption. The research findings indicate the correlation between supermarket popularity and service quality that aligns to increase customer satisfaction and experience. Based on these factors, this study examines valuable insights for supermarket chains that aim to increase the supermarket's competitiveness in the Myanmar market.