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.
International Journal of Business Excellence, 2018 Vol.14 No.4, pp.486 - 498
Available online: 21 Feb 2018 *Full-text access for editors Access for subscribers Purchase this article Comment on this article