A Study on Service Quality in retail outlets of Bhubaneswar

Abstract

The purpose of this study is to assess the service quality by using SERVQUAL instrument in Bhubaneswar retail setting. A survey was conducted at three selected major retail outlets in Bhubaneswar. Questions pertaining to all the dimensions of service quality identified by Parasuraman, Zeithaml & Bitner were asked to the respondents. The study gave insights into the critical gaps that exist in the services provided. Comparative study of the gap score of the retail outlets under study helped us to zero in on the dimensions that required immediate attention as they had strong impact on the business of the organized retail stores. The study clearly indicates the absence of basic service delivery systems on part of the retail outlets. There is provision on fronts by the retail to provide good services but gaps in meeting the consumer expectations tell a different. Few suggestions are recommended based on the study carried out to fine tune the processes which will benefit the organized retailers to bridge the gaps in services. This study provides useful insights and guidance for managers to measure and improve service quality. Keywords: SERVQUAL, Dimensions of service quality- tangibles, responsiveness, reliability, assurance, empathy; retail formats-hypermarkets and malls.

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