Deconstructing Retail Service Quality in India

Abstract

The service quality is not universal. It is a context-specific phenomenon. This study sought to identify and deconstruct the service quality in the Indian modern retail context. The retail service quality dimensions were explored and identified and thereafter they were empirically validated through confirmatory analysis. A multistage process was adopted in pursuance of objectives. First, the underlying factor structure of retail service quality was identified by literature review, customer opinion survey, expert evaluation and factor analysis. It was followed by model development for service quality which is subjected to empirical testing. The data is analyzed using AMOS (v.20) by which validity and reliability of the service quality measure is established. The hypothesis that retail service quality is a multidimensional construct was supported by data analysis. The service quality instrument was later empirically verified and confirmed with the help of structural equation modelling.