Assessment Of Service Quality In An Organised Retail Store- A Case Study

Abstract

Shopping in India has undergone a revolution with the introduction of modern formats, multiple channels and huge shifts in consumer buying behavior. Modern retailing has entered into India as is observed in the form of sprawling shopping centers, multi-storied malls and the huge complexes that offer shopping, entertainment and food all under one roof.Service quality  is a growing concern for many retail stores .The case study focuses on an organized retail store, Big Bazaar. This study explores the various service quality dimensions.The objective of this case study is to measure the  service quality in the retail store and to find out the relationship between customer satisfaction and service quality dimensions . A questionnaire was developed and distributed to identify underlying dimensions of service quality and to assess consumers' perceptions of the importance of each of these dimensions . SERVQUAL technique was used to assess the dimensions of service quality. The results of the study revealed that expectation of customers was higher than their perception under all five service quality dimensions.The results of the service quality analysis shows that there is a gap between customer expectations and perceived quality under all five service quality dimensions.The study revealed that there is a positive correlation between customer satisfaction and  service quality dimensions.