Assessing the retailer's service quality from consumer's consciousness outlook through SERVQUAL framework
by Shantanu Kumar Sahu; Rahul Pratap Singh Kaurav
International Journal of Business Forecasting and Marketing Intelligence (IJBFMI), Vol. 7, No. 1, 2021

Abstract: The article goal was to explore the service quality being adopted by retailers from the shopper's perspective and at the same time judge the assessment of their accomplishment level reliant on SERVQUAL factors in specific assurance, empathy, tangibility, reliability, and responsiveness. An autonomous and a re-indicated organised SERVQUAL questionnaire have been established up in a way to address the hypothesis and insight on service quality being capable by retailers. Only 140 complete consumer responses were received by visiting different retailers at Agra City. The study explored all five significant dimensions of service quality concerning consumer perception. The dimensions were tested statistically and reveal that retailer's prerequisite to divide and gauge the magnitude of service quality being given by them and also examine how different dimensions affect overall fulfilment level of service retailers. The inferential analysis was done employing the Statistical Package for the Social Sciences software, version 23.0. The study would be beneficial for retailers in the future to improvise the retailer's service delivery mechanism based on five major dimensions of retailers' service quality.

Online publication date: Fri, 07-Jan-2022

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