Retail service quality in small retail sector: the Indian experience

Abstract

Purpose

The objective of the research is to understand Indian consumers' definition of retail service quality with respect to small retailers and influence of hedonic and utilitarian shopping values in determining their expectations towards small retail service quality.

Design/methodology/approach

Data were collected through a small retail store‐intercept technique in four cities of Northern India (n=386).

Findings

The results indicate that small retail service quality for Indian consumers comprises ambience, layout, and service/relationships dimensions. Hedonic and utilitarian shopping values influence consumers' service quality evaluations.

Research limitations/implications

The study did not consider demographic variables like income, education, and occupation as factors that might affect consumers' perceptions towards retail service quality.

Practical implications

The findings can help small retailers in improving their service quality by focusing on Indian consumers' hedonic and utilitarian shopping values. The research helps small retailers to combat the competitive pressures of organized retailing in the Indian retail landscape.

Originality/value

There has been limited research on understanding consumers' perceptions towards retail service quality in the Indian setting. Further, there is no research to examine Indian consumers' perceptions towards small retailers' quality attributes.

Citation

Khare, A. (2013), "Retail service quality in small retail sector: the Indian experience", Facilities, Vol. 31 No. 5/6, pp. 208-222. https://doi.org/10.1108/02632771311307089