Title: The retail service quality scale study: examining, generalisability and applicability: evidence from India

Authors: Mohd Yaseen Khan; Gyanesh Kumar Sinha; Jitendra Kaushik

Addresses: Faculty of Management, Vivekananda Global University, Jaipur, Rajasthan, India ' School of Management, Bennett University, Plot No. 8-11, Tech Zone-2, Greater Noida-201310, Uttar Pradesh, India ' Symbiosis Institute of Health Science, Symbiosis International (Deemed University), Pune, India

Abstract: The present study aims to assess the generalisability and applicability of the retail service quality scale (RSQS) in multiple specialty stores in a tier II city in Northern India. In recent years, numerous RSQS replication studies have been conducted in various cultures and settings, highlighting the need to expand the existing literature on retail service quality. The study seeks to identify components of retail service quality in different retail outlets and evaluate the RSQS model's applicability in the national retail landscape of a country like India. The study's findings demonstrate the relative importance of service quality attributes and indicate that all dimensions equally contribute to customers' perceptions of service quality in the retail environment of a tier II city in Northern India.

Keywords: retail service; tier II city; culture; retail outlets; shopping experience; customer perception; India.

DOI: 10.1504/IJBSR.2025.145481

International Journal of Business and Systems Research, 2025 Vol.19 No.2, pp.177 - 202

Received: 07 Aug 2024
Accepted: 12 Oct 2024
Published online: 01 Apr 2025 *

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