MR Research Proposal

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Marketing Research Project

On

A Study on Service Qual i ty across Var ious Retail Store Formats

Research Proposal

2013-15

UNIVERSITY BUSINESS SCHOOL PANJAB UNIVERSITY CHANDIGARH

Submitted by:

Prateek Singla

Puneet Garg

Pushpit Chhabra

Vasuneet Sharma

MBA-GEN (A)


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A Study on Service Quality across Various Retail Store Formats

Need for the Study

Many studies have been conducted on assessing the service quality of retail stores but there is a

lack of studies highlighting the service quality across various retail store formats that might exist.

Thus, a need was identified to segment the retail market into three based on the brands they had to

offer i.e. Single brand retail store, multi brand retail store and local retail stores and study the

perceived service quality mix these stores have to offer.

Objectives of the Study

O1: To study the service quality in Single Brand Retail Stores affecting consumer perception.

O2: To study the service quality in Multi Brand Retail Stores affecting consumer perception.

O3: To study the service quality in Local Retail Stores affecting consumer perception.

O4: To rank the service quality factors affecting the consumer perception across various retail store

formats.

Hypotheses

The hypotheses proposed are:

H0: Consumer perception does not vary across retail store formats

Ha:Consumer perception varies across retail store formats

Variables of the Study

The study works with 5 independent variables that measure the perceived service quality of retail

stores. These variables are:

Physical Aspects (PA)

Reliability (Rel)

Personal Interaction (PI)

Problem Solving (PS)

Policy (Pol)


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Conceptual Model

Research Methodology

Sampling Plan: Cluster Sampling

Sample Size: 100

Sample Frame:

Single Brand Retail Stores : Sector 17, Chandigarh

Multi Brand Retail Stores : Elante Mall, Chandigarh

Local Retail Stores : In-sector shops

Instrument to be used: RSQS Scale given by Dhabolkar et. al (1996)

Service

ualit

PA Rel PI PS Pol


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AppendixRSQS Scale

Physical Aspects

The store has modern-looking equipment and fixtures.

The store and its physical facilities (trial rooms and restrooms) are visually attractive

Materials associated with this stores service (such as shopping bags, loyalty cards and catalogs)

are visually appealing

The store has clean, attractive and convenient physical facilities (restrooms, fitting rooms)

The store layout at this store makes it easier for customers to find what they need

The store layout at this store makes it easier for customers to move around in the store

Reliability

When this store promises to do something (such as repairs, alterations) by a certain time, it will

do so

This store provides its services at the time it promises to do so

This store performs the service right the first time This store has merchandise available when the customers want it

This store insists on error-free sales transactions and records

Personal Interaction

Employees in the store have the knowledge to answer customers questions

The behaviour of employees in this store instills confidence in customers

Customers feel safe in their transactions with this store

The employees in this store give prompt service to customers

Employees in this store tell customers exactly when services will be performed

Employees in this store are never too busy to respond to customers requests This store gives customers individual attention

Employees in this store are consistently courteous with customers

Employees in this store treat customers courteously on the telephone.

Problem Solving

This store willingly handles returns and exchanges

When a customer has a problem, this store shows a sincere interest in solving it

Employees of this store are able to handle customer complaints directly and immediately.

Policy

This store offers high quality merchandise

This store provides plenty of convenient parking for customers

This store has operating hours convenient to all their customers

This store accepts all major credit cards

The store has its own credit card


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References

Sellappan, P., & Devi, P. (2009). Service Quality at Retail Stores - Customers Perception. JK

Journal of Management & Technology, 4152.

Dabholkar, P. A., Thorpe, D. I., & Rentz, J. O. (1995). A measure of service quality for retail

stores: scale development and validation. Journal of the academy of Marketing

Science, 24(1), 3-16

Chernetskaya, J., & Xiao, J. (2010). Measuring Retail Service Quality in Sport Stores by Using

RSQS Model: A case study of Stadium in Helsinki.

Teas, R. K. (1993). Expectations, performance evaluation, and consumers perceptions of quality.

Journal of Marketing, Vol.57, No.4, 1834.

Subhash C. Mehta, Ashok K. Lalwani, Soon Li Han (2000). Service quality in retailing: relative

efficiency of alternative measurement scales for different product-service environments.

International Journal of Retail & Distribution Management,Vol. 28, No. 2, 6272.

Boshoff C. & Terblanche N. (1997), Measuring Retail Service Quality: A Replication Study,

South African Journal of Business Management,28(4), 123-128

Carman, J. M. (1990). Consumer perceptions of service quality: An assessment of the

SERVQUAL dimensions.Journal of retailing.

Witkowski, Terrence H. and Wolfinbarger, Mary F. (2002). Comparative service quality: German

and American ratings across service settings,Journal of Business Research, 55 (November):

875-881

Gagliano K.B. and Jan Hathcote (1994). Customer Expectations and Perceptions of ServiceQuality in Retail Apparel Specialty Stores,Journal of Services Marketing,8 (1), 60-69

Kaul, S. (2005). Measuring retail service quality: examining applicability of international research

perspectives in India.

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