What is it about?
The contribution of services in the growth of economies is acknowledged worldwide. Retail has emerged as a vital service sector fueling the growth of Indian economy. The highly dynamic and competitive retail environment requires the retailers to adopt quality oriented marketing strategy. In this context, the paper explored what dimensions comprise service quality in Indian retail.
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Why is it important?
We identified the components of retail service quality in Indian context. This would assist retailers in assessing the level of customer perceived service quality. The evaluations would help the retail managers to develop effective retail strategy with relative importance of the dimensions and appropriate fund allocation among the quality parameters.
Perspectives
Customer satisfaction is essential for retailers to sustain and excel in a contentious marketplace. Service quality serves as a holistic approach for assured retailers' success. In view of the evolving and competitive retail sector in India, the paper provides the retailers with a comprehensive service quality scale. The paper contributes by helping the retailers frame competent retail policies and serve the customers well.
Dr Ekta Duggal
University of Delhi
Read the Original
This page is a summary of: Retail service quality in India: construct exploration and measure development, South Asian Journal of Global Business Research, March 2015, Emerald,
DOI: 10.1108/sajgbr-10-2013-0075.
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