A Study on Service Quality of Retail Outlets- Reliance Fresh and More using SERVQUAL Model

Abstract

Customer satisfaction has become a major source of concern in retail business. With organized retail becoming the most happening thing in the recent future. The entry of foreign retail players into the Indian market has made it tough for the Indian players. To keep pace with the demands of the new age customers the retail outlets have to devise new strategies and techniques in understanding their needs and fulfilling their requirements. It is proposed that quality of service is an important indicator of customer satisfaction. Measuring service quality involves objective feedback from existing customers. The study is based on the five overall dimensions of service quality and the extent to which the customers expect and perceive services provided by two retail outlets Reliance Fresh and More. This paper aims to understand the service quality gaps of these outlets with respect to the customer expectations and perceptions. The study gives useful and innovative insights to boost customer satisfaction towards Reliance Fresh and More.

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