Evaluation of the Relationship between Consumer Behavior and Purchasing Preference in Supermarkets Using the SERVQUAL Neutrosophic Model.

Authors

Abraham Cárdenas Saavedra, César Vallejo University (UCV), Lima, PeruFollow
Jhamely Herrera Cometivos, César Vallejo University (UCV), Lima, PeruFollow
Antonio Bartolomé Medina Salgado, Federico Villarreal National University (UNFV), Lima, PeruFollow
Alberto Alonso Espinoza Saldaña, Private University of the North, Los Olivos (UPN), PeruFollow
Alberto Barrenechea – Romero, Federico Villarreal National University (UNFV), Lima, PeruFollow
Rejis Renato Paredes Peñafiel, Universidad Nacional Mayor de San Marcos (UNMSM), PeruFollow
Rosa María Criollo Delgado, Private University of the North, Los Olivos (UPN), PeruFollow

Abstract

The present study aimed to investigate consumer behavior implications for shopping preferences in supermar-kets applying the SERVQUAL neutrosophic model to measure service quality in uncertainty. This research ana-lyzed 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 per-formance 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 cus-tomer 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 neutro-sophic 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.

Recommended Citation

Cárdenas Saavedra, Abraham; Jhamely Herrera Cometivos; Antonio Bartolomé Medina Salgado; Alberto Alonso Espinoza Saldaña; Alberto Barrenechea – Romero; Rejis Renato Paredes Peñafiel; and 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 84, 1 (2025). https://digitalrepository.unm.edu/nss_journal/vol84/iss1/66