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 MULTIPLE-ITEM SCALE FOR MEASURING SERVICE QUALITY IN DISCOUNT STORES IN INDIA


    Author(s):  DR. RAJEEV SIROHI, DR. NAVEEN KUMAR  
Abstract

Enhancing service quality leads to more satisfied customer, profits, and so better retail store performance. This demands reliable and valid scale for measuring retail service quality. As apparent from the empirical literature review, neither SERVQUAL nor RSQS is a reliable or a valid scale for measuring retail service quality in Indian retail environment. This research paper aims the development of a scale for assessing customer perceptions of service quality for discount stores in India. Based on the objective, exploratory research has been used for exploring new items in Indian context and descriptive research has been used for the development of the retail service quality scale. Data were collected with a sample of 400 customers. The newly developed scale consists of six dimensions and 25-items. The scale is suitable for use as a diagnostic tool that will allow a retailer to identify weak areas of service delivery which demand managerial attention.


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