C.N. Krishna Naik Swapna Bhargavi Gantasala, Gantasala V.

Prabhakar (2010)
conducted study on Service Quality (Servqual) and its Effect on Customer
Satisfaction in Retailing and found Customers have highest expectations on the
promptness of service, accuracy of transactions, security issues and concerns; the
customer’s lowest expectations are cleanliness, ambience, etc. It must however be
noted here that this rating is a comparative assessment and therefore this dimension
of service quality scores lower in comparison to promptness, security and other
security related issues. The dimension ‘Staff performance’ in our informal interviews
was reported to be satisfactory by the respondents and therefore did not expect
substantial improvements in their performance.

Farooqi, Rahela and Banerji, Rashi (2013) conducted study on Evaluation of Retail
Service Quality by Using RSQS Model: A Case Study on Big Bazaar Hypermarkets
in NCT of Delhi (India) and found the analysis that the RSQS model shows an
overall perceived level of retail service quality in the Big Bazaar Hypermarkets is
3.28 that is less than expected level represented by number 4. This means that
customers are not fully satisfied with the retail service quality provided in the Big
Bazaar Hypermarkets and there is a scope for improvement. From the gap score
analysis carried out, it was found that, the overall service quality is low as perceived
by consumers. Consumers receive less than expected experience from the Big
Bazaar Hypermarkets even though the difference is not wide. Further from
correlation analysis we can conclude that the Retail Service Quality is associated
with future consumption behaviour of the customers.

Dr. Girish K Nair, Harish K Nair (2013) conducted study on AN ANALYSIS ON

CUSTOMER PERCEPTION TOWARDS SERVICE QUALITY VARIABLES IN
SELECTED ORGANIZED RETAIL OUTLETS and found convenience and
competitive price are the two factors which attract customers towards organised
retail outlets. The retailers can improve their Retail Service Quality by improving the
variable that has significant impact on other service quality aspects. Future
researchers may address on the dimensions of service quality factors for Indian retail
industry. A study can be undertaken to find how the customer’s evaluation of service
quality factors differ within the different regions of the country, influenced by the
cultural factors.

Ms KG Hemalatha, Lakshmi Jagannathan, K Ravichandran (2010) conducted

study on An empirical assessment of service quality dimensions in the Indian retail
sector and found Customer perceived service is considered as one of the key
determinants of business performance. In the process of creating this differentiation,
the role of delivery of quality services is very vital. So far, in the Indian context, there
is a dearth of tested instruments which can measure customer-perceived service
quality of a retail store. Application of quality measurement scales, in Indian context,
particularly retail service quality, is yet very limited. In order to understand the driving
factors of a typical Indian retail customer, the key objective of this study was to
empirically test the service quality dimensions. The study also opined to carry out the
gap analysis and identify the areas for improvements in retail service quality. The
instrument proposed by Dabholkar, Thorpe and Rentz (1996) RSQS(Retail Service
Quality Scale) was used as the questionnaire with the addition of two more variables
which were found to be relevant for the Indian context after a pilot survey among
small group of consumers. A 5-point Likert scale (1- strongly disagree, 5-strongly
agree)was employed to measure the service quality of the retail shop. The findings
of the RSQS in India are thus different from those of Dabholkar, Thorpe and Rentz.

Ajmer Singh (2013) conducted study on Service Quality, Customer Satisfaction and
Behavioral Intentions Across the Various Formats (Supermarket, Hypermarket &
Departmental Store) in India and found more number of males was visiting these
stores in comparison to females. Hence, managers need to avail those products and
services which are being liked by the male consumers as well as by the female
consumers. It was also found that these customers were belonging to the middle
income group. Hence, these stores should provide them those categories of
products and services which can meet their income level and can provide them high
satisfaction level. there existed a significant difference in the Physical Facility domain
of Quality Scale among Supermarkets, Hypermarkets and Departmental Stores. The
mean values made it clear that it was better in Departmental Stores being followed
by Hypermarkets and Supermarkets.

P.S.Ravindra, P.Santosh Kumari, D.M.Gowri, G.Shyam Kumar (2013) conducted

study on An empirical study on customer perception towards service quality in
organized retail outlets (A Comparative Study of Organized Retail Outlets in
Visakhapatnam District) and found that accessibility; infrastructure and shops in the
mall are the three factors which attract customers towards organised retail outlets.
Location and customer relationship management are another important factors
identified by the customers because they want to reduce the time, energy and
reduce costs involved in shopping from a retail store. The study also reveals that
there is a significant difference between organized retail outlets in all the aspects.
The customer perception of retail service quality is an important segment to the
emerging and the existing retailers in the market. As the study reveals that the
perception of service quality is influenced by the various attributes among various
customers, even some of the general factors like Personal interaction, Physical
aspects are the dimensions on which the customer perception remains constant and
common. So the retail outlets have to frame their own strategies inorderto attracts
the customers on a longer basis. This study concludes that originality of the product
was given highest preference and Indian customers are more price sensitive and
quality conscious.

A Arshad, HM Sabir, M Zia ul Haq (2014) conducted study on Determinants of

Super Store Customer Satisfaction in Pakistan and found that people of Pakistan
especially from the cities of Lahore and Faisalabad have the same satisfaction
dimensions as the people in the other countries have. People of Pakistan also want
to shop in a clean, easy and convenient environment. Also want to have on time
services and quick response. Further this study can be helpful for the previously
working store and new stores to attract the new customers and retain the old
customers by providing the environment which will satisfy the old customers and
attract the new customers. This study also has the limitation that the target
population was limited to only two cities. The study can be extended for the
population of the more cities.

Chidanand Byahatti, Noor Mohammed Mulla (2015) conducted study on

SERVICE QUALITY ANALYSIS IN RETAIL ENVIRONMENT WITH SPECIAL
REFERENCE TO BIG BAZAAR, BELAGAVI, KARNATAKA (INDIA) and found
service quality gaps were studied by comparing the mean scores of all five service
quality dimensions. A comprehensive set of dimensions which includes almost all of
the aspect of delivered services was used for analysis. With respect to similar
research which is survey based and conceptual, the some problems may exist and
sometimes the quality of data is uncertain. In this study, it is assumed that all the gap
values of dimensions have the same importance value. However, in real cases, their
importance might not be equal. On the other hand, the results are limited to one
store of Big Bazaar and cannot be expanded to other stores and service providers of
the retail industry. This study has brought in clarity that, the service quality
dimensions considered for study are relevant in retail environment and similar
studies can be extended at various other similar retail environments. The results of
the analysis clearly state that, Big bazaar retail store at Belgaum does have an
overall positive service quality gaps, making it more customer centric.

Ankita Srivastava, Reema Negi (2014) conducted study on Assessing Service

Quality and Customer Satisfaction by Using SERVQUAL Model: An Empirical study
of Organized Retail stores in Mumbai and found that customer perception of retail
service quality is an important segment to the emerging and the existing retailers in
the market. As the study reveals that perception of service quality is influenced by
the various natures among various customers. Big Bazaar is not focusing equal on
all the dimensions. Whereas hyper city is focusing well on all the dimensions than
Big Bazaar. Big bazaar need improvement in their strategy for Tangibles, Reliability
and Responsiveness dimensions. Though Customers are satisfied with Assurance
and Empathy dimensions in Big bazaar, they have to retain this for longer. Hyper city
need to improve their strategies for quality of in-house brands, home delivery service
and assurance of availability of products in the store. So the retail outlets have to
frame their own strategies in order to attract the customers on a longer basis.

Phani Shekhar Sistla, S.Suneetha Devi (2016) conducted study on SEGMENTING

RETAIL CUSTOMERS BY SERVQUAL DIMENSIONS and found that This research
has identified six group of customers in retail based on the SERVQUAL dimensions
viz. Tangibles, Reliability, Responsiveness, Assurance and Empathy. The scores
can be calculated for each customer group for the dimensions and retailers can
customize their service accordingly. Further, the retailers can look at the profitability
of the groups individually. They can do so by understanding their frequency of visits,
average amount spent on each visit and their store choices. Aggregating this with
the demographic characteristics of the respective group, the retailers can design
strategies or programs to influence the store choice decisions, increase the
frequency of visits and optimize the average amount being spent by the customer.

R.Sathiyabam , A.John William (2015) ) conducted A STUDY ON RETAILERS

SERVICE QUALITY IN SELECTED RETAIL OUTLETS IN COIMBATORE CITY and
found that reliable service, assurance and price are the important factor that
influencing retailers service. From the customer perspective quality service may
retain in the customer mind and it reflects as cognitive behaviour on the repeated
buying behaviour so the consumer retention can be achieved only through a
memorable service quality compared to other competitors.

Pritam B. Khadse, . NINAD P. KHULEY (2015) conducted study on SERVICE

QUALITY AND CUSTOMER SATISFACTION IN RETAIL STORES and found that
customer satisfaction vary and depends on varied factors even with same region.
The study has also shown that overall satisfaction, all the demographic variables
like, gender, age, education, visit to store, monthly expenditure. The study has
revealed that overall satisfaction difference between gender, age, education, time
prefer in a day and monthly expenditure whist visit to store not affected on overall
satisfaction. With finding on overall satisfaction about visit to store express that visit
time i.e. daily, weekly, monthly or other having no relation with customer satisfaction.
Regression analysis used to identify the relationship between service quality and
customer satisfaction. On the bases of above mention table there is good relation
between service quality and customer satisfaction in Dhiraj sons store and on
second position the reliance fresh store whist other stores was star bazaar and big
bazaar.

Halil Nadiri, Mustafa Tümer (2009) conducted study on RETAIL SERVICE

QUALITY AND BEHAVIOURAL INTENTIONS: AN EMPIRICAL APPLICATION OF
THE RETAIL SERVICE QUALITY SCALE IN NORTHERN CYPRUS and found that it
is apparent that retail stores need to gain and maintain a competitive advantage if
they are to survive in this highly competitive sector. To do so, management must
recognize that retail service quality is a crucial marketing tool. Retailers should
frequently assess their customers‘ perceptions of service quality and develop
appropriate policies to meet their customers‘ expectations. In undertaking such
measurement, the ‚retail service quality scale‘ (RSQS) [19], which has been shown
to be applicable to the culture of Northern Cyprus, is likely to be useful and valid in a
range of other cultures. Nonetheless, it would be interesting to see it formally tested
by other researchers in a variety of other cultures to ensure that the scale is
adaptable and reliable. It would also be interesting for future studies to assess both
expectation measures and perception measures to ascertain whether gaps between
expectation and perception represent a significant issue in assessing retail service
quality
 Francis Buttle (1994) conducted study on SERVQUAL: review, critique, research
agenda and found that SERVQUAL has undoubtedly had a major impact on the
business and academic communities. This review has identified a number of
theoretical and operational issues which should concern users of the instrument.
Since the most serious of these are concerned with face validity and construct
validity, this conclusion briefly reviews the nature and significance of validity. Face
validity is concerned with the extent to which a scale appears to measure what it
purports to measure In particular, the concerns about the adoption of an
inappropriate paradigm, the gaps model, SERVQUAL’s process orientation, and
SERVQUAL’s dimensionality (the four theoretical criticisms as listed earlier) are
construct validity issues.

Jain and Gupta (2004) have done a comparative analysis of two major service
qualities Measurement scales: SERVQUAL and SERVPERF. An ideal service quality
scale is one that is not only psychometrically sound but is also diagnostically robust
enough to provide insights to the managers for corrective actions in the event of
quality shortfalls. This study assesses the diagnostic power of the two service quality
scales. Using data collected through a survey of consumers of fast food restaurants
in Delhi, the study finds the SERVPERF scale to be providing a more convergent
and discriminate valid explanation of service quality construct.

Subhashini Kaul (2005) conducted study on Measuring Retail Service Quality:

Examining Applicability of International Research Perspectives in India and found
that The RSQS validity and reliability in the Indian retail setting indicate that the
RSQS can be used to assess the overall service levels provided by the store and for
tracking changes in overall service levels over a period of time. But RSQS would
help identify only three service areas for focus; a relatively clear dimension of
‘Physical aspects’, a slightly hazy ‘Problem solving’ area and one confusing generic
dimension of ‘Store Policy’. Even the six sub-dimensions are highly collinear not just
within the same dimension but even across different dimensions adding to the
haziness of dimensions. This severely restricts the usefulness of the scale as a
diagnostic tool for providing strategic direction. Retailers wanting greater clarity in
identifying service areas for improvement will be disappointed with the RSQS hazy
dimensions.

Ekta Duggal, Harsh V. Verma (2016) conducted study on Deconstructing Retail

Service Quality in India: Dimensions and Confirmation and found that The study
makes an important contribution by delving in nebulous construct of service quality.
Our findings converge with existing service quality literature as it is found to be
multidimensional in nature. The first-order model for service quality fitted the
observed data well. The seven service quality dimensions consisting of ambience
and layout, salespeople, merchandise, convenience, services, value and customer
care satisfied reliability and validity conditions. All the parameters in the structural
model of retail service quality were found to have significant outcomes in the
hypothesized direction. This confirmed the seven proposed dimensions and affirmed
that the RSQS developed is suitable for evaluating retailer quality performance.
Investments in service quality are returned back. It is for this reason that quality of
retail must be understood from customers’ perspective and aligned with competitive
landscape. However, working to manage quality effectively must begin with the
understanding of its multidimensionality and differing contributions of its components.

Shashi Singhal (2016) conducted study on Measuring Retail Service Quality Using
RSQS Model and found that the respondents were more satisfied with LIFESTYLE,
CENTRAL in reference to all the dimensions of service quality as compared to
SHOPPERS STOP. Consumer's perception of service quality was significant in all
dimensions, the stores selection helped in interpreting the customer's perceptions
towards the retail stores in Jaipur.

M. Ramakrishnan (2015) conducted study on Measuring Retail Service Quality

using RSQS and Validating RSQS in the context of South Indian Retail Stores and
found that the validity of service quality - construct, It also contributed in
understanding the Retail Service Quality Scale (RSQS) and its factor structure and
testing the scale in retail market like South India. Thus, from a theoretical point of
view, this research had tested for content validity of how well an established scale
instrument measure retail service quality in South India. This research is believed to
be the first replication study of Retail Service Quality Scale (RSQS) in South India,
thus this research serves as a voice for future replication studies.