Retailer behavior as determinant of service quality in Indian retailing

Abstract

In the service sector, customers and the employees are pivotal actors in service interactions. The performance and quality parameters of any service are dependent on customer expectations and how efficiently the service firm is able to serve its customers. The service quality aspects are imperative to enhance customer service interactions and loyalty among customers. This study employs the SERVQUAL construct to study service quality aspects of retail stores in Northern India. It is assumed that the role of employee or retailer is important in building relationships with customers. The traditional quality dimensions for assessing the service quality have to be modified to assess the customers’ service needs and satisfaction in the retail sector. The service quality expectations and satisfaction of customers would be dependent on service personnel's interactions with customers. In retailing services, customer satisfaction would be dependent on the relationships retailers build with their customers through interactions. The interactions were determined by using the traditional SERVQUAL scale and adapting it for retail. The results showed that a high positive correlation existed between various service dimensions, and that customer evaluation of service quality was similar across different age groups.