Measuring Retail Service Quality: Examining Applicability of International Research Perspectives in India

Abstract

Service quality is being increasingly perceived as a tool to increase value for the consumer; and as a means of positioning in a competitive environment to ensure consumer satisfaction, retention, and patronage. Existing research indicates that consumers satisfied with the store�s service quality are most likely to remain loyal. However, despite its strategic importance, Indian retailers do not have an appropriate and established instrument to measure service quality. This study examines the Retail Service Quality Scale (RSQS) developed in the US for applicability in India. RSQS has five dimensions and six sub-dimensions and has been found appropriate in a variety of settings — across different countries such as South Africa and Singapore and across a variety of store types such as supermarkets, department stores, and hyper stores. The five dimensions — Physical Aspects, Reliability, Personal Interaction, Problem Solving, and Policy�are believed to capture distinct though correlated aspects of retail service. Each of the first three dimensions has two sub-dimensions. These six sub-dimensions, also called the first-order factors, are labelled as Appearance, Convenience, Promises, Doingit-Right, Inspiring Confidence, and Courteousness/Helpfulness. The dimensions and sub-dimensions provide strategic focus areas for retailers, enabling them to improve certain aspects of store service where performance is relatively poor. Data using a survey questionnaire from 144 adult shoppers at large format apparel stores in the city of Bangalore indicates that: The RSQS dimensions and sub-dimensions are not clearly identifiable. The dimension of �Physical Appearance� is the only one that is relatively clear. All other dimensions are ill-defined. The dimension of ‘Problem-Solving’ is hazy and all the remaining dimensions of RSQS comprise one factor. RSQS has limited diagnostic application. Consequently, retailers would find RSQS a poor instrument to help identify strategic areas requiring focus to improve service levels. The scale can, at best, be employed to assess overall service quality levels and for tracking overall improvements over a period of time. RSQS is inappropriate for application in Indian retail. Pre-test interviews of shoppers indicate that several service aspects mentioned by shoppers during interviews are not included in RSQS. Much future research is needed to develop a scale appropriate for the Indian context.