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

Abstract

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.