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

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.