Title: Culture and retail service quality perceptions: a study on Indian small retail sector

Authors: Arpita Khare

Addresses: Marketing Area, Indian Institute of Management Rohtak, Haryana, Rohtak, India

Abstract: The objective of the research was to understand retail service quality with reference to Indian small retail sector. It attempts to examine influence of cultural values on retail service quality perceptions of Indian customers. Earlier researches have examined retail service quality dimensions for organised retailing and there is limited research on specifically small retailer. The results indicate that Indian customers place importance to reliability, personal interaction, and problem solving. Collectivism, feminity, uncertainty avoidance, and long-term orientation emerge as important predictors to retail service quality. Demographic factors do not have any influence on small retail service quality.

Keywords: culture; retail service quality; reliability; personal interaction; problem solving; India; quality perceptions; small retailers; cultural values.

DOI: 10.1504/IJBCG.2014.065834

International Journal of Business Competition and Growth, 2014 Vol.3 No.4, pp.309 - 329

Received: 20 Mar 2014
Accepted: 18 Apr 2014
Published online: 27 Nov 2014 *

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