Measuring retail service quality using RSQS and validating RSQS in the context of south indian retail stores

Abstract

One of the main areas of marketing research has been the study of service quality The increasing growth of service sector has drawn many academicians into the field of service quality which provides varied thoughts of evaluating the service quality The intent of this research was to understand the customers in emerging retail market like India and to test the applicability of RSQS construct in South India There was limited replication studies testing the reliability and validity of the retail service quality scale attempted in India particularly in South India The validity of Dabholkar et al retail service quality model has to be assessed in South Indian retail market This research further provided a complete understanding of the retail service quality scale and the construct and defines relevant factors of the construct within a market that had not previously been successfully studied in this field There were many studies that explore the service quality dimensions affecting service quality in retail stores in India but only few studies had investigated the applicability of retail service quality scale in India The retail service quality in India was under researched and in particular the applicability of Retail Service Quality Scale model