Measuring Service Quality Offered Through Organized Retail Stores. Indian Retail Perspective

      Аннотация: This book concentrates on the research study which aims at measuring the service quality among the organized retail stores in India. In addition to that the researcher identified RSQS its major relationship with customer satisfaction and behavioral intention. The study was conducted among 900 organized retail stores customer by using Retail Service Quality Scale (RSQS) instrument with 27 Variables. Behavioral intention of the customers was measured by using the Behavioral Intention Battery Scale. The researcher has used a seven point likert scaling to measure the expected and perceived service quality (performance) and the behavioral intention of the customers. The RSQS instrument is selected as the most reliable device to measure the difference-score conceptualization. It is used to evaluate service gaps between expectation and perception of service quality. Modifications are made on the RSQS instrument to make it specific to the Retail Sector. Further, the researcher ensured that this Retail Service Quality Scale (RSQS) instrument need to be accepted and need to be used by the eminent scholars, academicians and practioners in order to measure service quality in near future.

Ключевые слова: retail service quality, Behavioral Intention, Customer's Expectation and Perceived Service Quality, Customer satisfaction