Purpose – This study aims to ascertain the significance of retail service quality dimensions on shopping frequency at supermarkets in Durban. This study also adopts the Retail Service Quality Scale (RSQS) to South African supermarket consumers. Design/methodology/approach – Primary data were collected from 399 consumers through mall intercepts using an adapted RSQS. Non-probability convenience sampling was utilised in selecting participants from different malls in Durban. To analyse data the SPSS software was utilised with multiple regression analysis to confirm relationships between variables of the study. Findings – Results indicate a significant linear relationship between retail service quality and shopping frequency. Two of the three dimensions of retail service quality (atmospherics and reliability) have a positive and significant influence on the shopping frequency of consumers whereas one dimension (policy) showed no significant influence on the dependent variable. Research limitations/implications – Further studies are recommended in ascertaining the reasons behind an insignificant relationship between policy items of service quality and the shopping frequency of consumers. Practical implications – This study highlights the managerial implications of retail service quality on improved shopping frequency of consumers. Originality/value – This study suggests a lesser emphasis on policy items specifically personal interaction amongst Durban consumers on their shopping frequency. This might be due to cultural differences as well as the importance of self-service and privacy in supermarkets. Furthermore, this study demonstrates the role of context in providing deviations in retail service quality measurement and conceptualisation.

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