Retail Service Quality: A Customer Perception Study

Abstract

Customer orientation is the mantra for success driving marketers to understand consumers better. Understanding consumers and the reasons that drive them to a retail store and factors influencing perception or retail service quality will help marketers understand expectations of the consumers and be customer-centric. This study on retail service quality is performed with consumers shopping in organised retail outlets. The study explores factors that drive customers' perception of retail service quality across different cities, in specific, Bangalore and Salem in South India with a sample of 100 respondents each.