A Study of Customized Communication Value Proposition and Customer Loyalty in Retail Sector A study based on SERVPERFRSQS Model

Abstract

newline newline newlineThe concept of service quality is not universally understood and is often used as an umbrella term to cover a range of impressions gathered by customers when dealing with vendors. These impressions however are important factors that influence buying behaviour and firms are very conscious of the need to improve this aspect of their operations either by staff training or direct investment in facilities. If training programmes aimed at improving service quality are to be effective there is a need to identify the specific constructs underlying this generic term. The present study reports on the construct validity of one of the main instruments used to measure this construct the SRVQUAL scale developed by Parasuraman Zeithaml and Berry and a shortened form of this scale is SERVPERF Model developed by the researchers for use in an Australian small business setting. newline newlineThe RSQS Model originated from the SERVPERF Model by Cronin and Taylor is a performance based measure of service quality but specific to the retail context. The psychometric properties of the SRVQUAL scale have been the subject of RSQS or Retail Service Quality Scale by Dabholkar Thorpe and Rentz was a modified model of. Primary aim of this study is to examine the generaliability and applicability of the retail service quality scale proposed by Dabholkar in different research settings especially in Indian business setting. The study aspires to test the applicability of the abovementioned scale particularly in multiple specialty stores. This study aims at identifying components of retail service quality in various Retail outlets. A survey of shoppers in various retail outlets in Bareilly region assessed the service and strategies of retail outlets composes of three factors namely customized communication value proposition and customer loyalty. Among which value propositioning has the strongest impact and customized communication has the weakest one while the role of reliability and customer loyalty is in the centre of study. newline newline