Management Journals | Marketing Management

The IUP Journal of Marketing Management

Relationship Between Retail Service Quality Dimensions and Customer Satisfaction: A Study on Indian Hypermarket Shoppers

Article Details

Pub. Date	: Nov, 2023
Product Name	: The IUP Journal of Marketing Management
Product Type	: Article
Product Code	: IJMM021123
Author Name	: Pratibha Bhardwaj, Ubba Savita, Himani Sharma and Pinki Rani
Availability	: YES
Subject/Domain	: Marketing
Download Format	: PDF Format
No. of Pages	: 28

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Abstract

The study seeks to examine retail service quality dimensions and their connection to customer satisfaction in hypermarkets. Following the completion of a survey among 275 customers, Confirmatory Factor Analysis (CFA) on AMOS 22.0 version was used to establish the reliability and validity of retail service quality dimensions and customer satisfaction. The structural equation modeling was used to test the hypotheses formulated. The paper identified five retail service quality dimensions-physical aspects, reliability, personal interaction, problem solving, and policy. It was found that all the dimensions, except problem solving, had a significant impact on customer satisfaction. The findings of the study can provide the managers and frontline employees directions and strategies to target different segments of retail consumers and ensure their satisfaction.

Introduction

The retail sector in India has become one of the important, dynamic and fast-paced industries with the entry of numerous new retail enterprises. India is ranked the world's fifth-largest retail market and 63rd in the World Bank's Doing Business 2020 report (IBEF, 2022). It contributes 10% to the nation's GDP and employs around 8% of the workforce (Pradhan et al., 2017; and IRIR, 2022). The retail sector in India is currently growing exponentially, with retail development taking place in tier II and tier III cities, in addition to metro cities. According to the Ministry of MSME, retail and wholesale trades will henceforth be classified as MSMEs.