Assessing the service quality of department store using RSQS an Empirical study of Albaha Region, Saudi Arabia

Abstract

Purpose This study aims to explore the factors responsible for influencing the service quality (SQ) of department stores in Albaha region, Saudi Arabia. This study also examines the level of influence on SQ. Design/methodology/approach Primary data was collected from 600 customers out of which 508 questionnaires were included for analysis using retail service quality scale (RSQS). Quota sampling technique was adapted for data collection from different cities of Albaha province. SPSS software was used to analyse the data using multiple linear regression analysis. Findings Three dimensions have a positive significant impact on SQ (physical aspect, problem-solving and reliability), whereas one dimension (personal interactions) has a negative significant influence and one dimension (policy) is found to be a highly insignificant factor. Research limitations/implications Further investigation is required for the negative but significant behaviour of personal interaction and insignificant impact of policy as factors. Practical implications This study outlines the dimensions having positive and significant influence of SQ on the department stores. Social implications This study suggests socially and culturally acceptable methods to improve SQ in Albaha. Originality/value The research suggests that personal interaction has a negative influence on SQ; this deviation of results from the literature may be due to the cultural variances in KSA which needs to be further investigated, as customers in Albaha are not willing to converse and interact with the seller.