Title: Prioritising retail service quality determinants: a study in the context of India

Authors: Nirmalya Bandyopadhyay

Addresses: Department of Marketing, Indian Institute of Management, IIM Rohtak, M.D. University Campus, Haryana, Pin: 124001, India

Abstract: The study explores the service quality of Indian departmental stores to prioritise service quality determinants from the customers' perspective. The analytic hierarchy process (AHP) method is employed to achieve the objective of prioritisation of service quality determinants. At the dimension level, professionalism was found to be the most important factor, followed by physical aspects and policy. On the basis of composite priority, prompt service (0.113) was found to be the most important service attribute followed by fulfil promises (0.094), availability of merchandise (0.078) and timing of service (0.073). The approach adopted in the present study guides the marketer to understand the firm's competitive position vis-à-vis the competition.

Keywords: retail service quality; analytic hierarchy process; AHP; modified RSQS; India.

DOI: 10.1504/IJBEX.2018.090314

International Journal of Business Excellence, 2018 Vol.14 No.4, pp.486 - 498

Received: 26 Aug 2016
Accepted: 03 Dec 2016
Published online: 12 Mar 2018 *

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