Retail Service Quality & Consumer Behavior: An Empirical Approach

Abstract

Multinational and indigenous organized retailers have entered into the unorganized retail industry in the emerging economies like India. The Retail Industry in India has come forth as one of the most dynamic and fast paced industries with several players entering the market. In today’s competitive environment and with the growing importance of services, delivering high quality services has become the basic retailing strategy. The present paper measure the gap between the customers’ expectations and their perceptions about the service quality of retail stores in Indore. And then, the analysis of this gap scores was used to suggest relevant improvements in the retail store service quality. 

A validated Retail Service Quality Scale (RSQS) is used to study the service quality delivery of a department store chain and its impact on Customer Satisfaction. A structured questionnaire is used to collect primary data. Secondary data was collected from research databases, reports, journal articles etc. SPSS 17.0 was used for statistical analysis. The results helps the Retail service managers to focus on critical areas of service where to improve, where to modify and where to cut down and enables them to plan and design effective service strategies.