Abstract
Retail sector is the booming sector in global and Indian economy. The Indian retail industry is divided into organized and unorganized sectors. The Indian retail sector is highly fragmented with 97% of its business being run by the unorganized retailers like the traditional family run stores and corner stores. This is the right time to know the quality of rural retailers. This study focuses on the rural retailer’s quality level through SERVPERF measuring scale (Croin, 1992). The tool was applied for 385 respondents from rural area in Dindigal District, Tamil Nadu. This research describe that most of the rural people are dissatisfied with the rural retailer services. At the same time qualification of the respondents and their position in the society play a major role to determine the attitude towards satisfaction. The rural retailer improves competiveness among them, and then only they will compete with organized retailer.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
