Measuring Retail Service Quality, Customer Satisfaction, and Behavioural Intentions in Organised Retail Sector

To face the dynamic and volatile competition, retailers have to deliver high quality of services to its customers. Retail outlets offer the combination of product and services, but service quality is likely to have more impact on customers than product quality. This present paper aims to identify the applicability of RSQS in Indian food retail. Exploratory factor analysis has identified seven dimensions of retail service quality. The results of the study indicate that RSQS is not a generic scale. “Appearance” was the most important factor and the main determinant of behavioural intentions of shoppers (food outlets). The effect of demographic characteristics on various service quality dimensions was also identified