Abstract: The current study sought to understand the effect of perceived service quality on consumer attitude and behaviour as well as on the performance of the retail sector. The study explores the mediating role of consumer behaviour on the relationship between perceived service quality and retail sector performance. A cross-sectional survey of 340 randomly selected managerial employees was carried out to gather data from the food retailer business in Harare, Zimbabwe. A structured questionnaire with Likert type questions was physically administered during the data collection process between May and June 2024. Results indicate that perceived service quality positively influences consumer attitude, consumer behaviour and retail sector performance. In addition, consumer attitude was found to have a positive effect on consumer behaviour with consumer behaviour positively impacting on retail sector performance. The results of the study indicate that consumer behaviour partially mediates the effect of perceived service quality on retail sector performance. The findings expand the existing literature in strategic and operational management by introducing behaviour as a mediator on the relationship between service quality and retail sector performance.

The study seeks to understand the effect of perceived service quality on consumer attitude and behaviour as well as on the performance of the retail sector. The findings expand the existing literature in strategic and operations management by introducing consumer behaviour as a mediator on the relationship between service quality and retail sector performance.