Service Quality In Organised Retail Stores

Abstract

The organized retail industry in India is growing rapidly. Customers visit the shopping centers to have overall shopping experience. Major corporate houses have their presence in this sector and the competition is intense. In the world of fierce competition, service quality has a competitive advantage. It is imperative to understand customer expectations as the quality of service depends upon how efficiently the firm is able to satisfy its customers. The purpose of this study is to understand the critical components of retail service quality in the Indian scenario and compare them with the factors given in SERVQUAL and RSQS models. Also to find out, if there are any other determinants of service quality that customer feels important and to compute service quality of retail outlets based on customer perceptions. The study was carried out in Mumbai. The data was collected from 100 respondents in the age group of 22-50 using questionnaire based on RSQS. Summary statistics and factor analysis are used analyze data. SERVQUAL and RSQS models had 5 factor structures but the factor analysis of the data shows 8 factors. So these models cannot be validated. The customers are not satisfied on certain parameters as it is observed when the customer satisfaction scores are negative.