THE GAP BETWEEN EXPECTED AND ACTUAL SERVICE QUALITY OF ORGANIZED RETAIL STORES IN HYDERABAD
statistical tools such as mean and weighted averages. The attributes of each dimension is analyzed in detail.
Methods and Statistical Tools used
The RSQS scale was applied to measure five-dimensions of service quality viz., Physical Aspects, Reliability, Personal Interaction, Problem-Solving Capacity and Empathy.
Likert five –point scale was also employed for the study. Respondents were asked to evaluate parameters on overall service quality in a five-point scale anchored at ‘strongly disagree’ and ‘strongly agree’. The questionnaire consists of 15 statements on expectations and 15 statements on perceptions. On comparing the two aspects like expectations and actual service encountered, one can know the gap. To test the hypothesis ?2-test is applied in appropriate context.
Dimensions
The following sub-dimensions were included in the questionnaire:
Physical Aspects
This store has modern-looking equipment and fixtures. The physical facilities at this store are visually appealing. Materials associated with this store’s service (such as shopping bags, catalogs, or statements) are visually appealing. This store has clean, attractive, and convenient public areas (restrooms, fitting room). The store layout makes it easy for customers to find what they need. The store layout makes it easy for customers to move around the store.
Reliability
When this store promises to do something by a certain time, it will do so. This store insists on error-free sales transactions and records.
Personal Interaction
Employees in this store give prompt service to customers. Employees in this store are never too busy to respond to customer’s requests. Employees in this store are consistently courteous with customers.
Problem-Solving Capacity
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.
Empathy
This store offers high quality merchandise. This store gives customers individual attention.
Hypothesis
The current study presumed that there is no significant difference between the expected and actual service quality of retail stores in Hyderabad. Further it is assumed that there is no significant difference between expected physical aspects, reliability, personal interaction, problem solving and empathy and actual physical aspects, reliability, personal interaction, problem solving and empathy.
Demographic Profile of Respondents
Gender
The majority of respondents (86%) were male (Table 1).
Gender
Frequency
Percentage
Male
86
86%
Female
14
14%
Total
100
100%
Table 1: Gender Figure 1: Gender
Source: Primary data
Income Status
The respondents were from all income groups (Table 2). The majority of respondents (52%) were from the income group of 10001-20000.
Table 2: Income Status
Income Range
Male
Female
Total
Up to Rs. 5000
12
2
14
Rs. 5001-10000
16
2
18
Rs. 10001-15000
20
6
26
Rs. 15001-20000
24
2
26
Rs. 20001-25000
10
0
10
Above Rs. 25000
4
2
6
Total
86
14
100
Source: Primary data
Figure 2: Income Status
Physical Aspects
Table 5 shows that materials associated with retail store’s services (such as shopping bags, catalogs, or statements) are visually appealing. The respondents feel that modern-looking equipment and fixtures, physical facilities, the ambience and store layout are up to the mark.
Table 3: Expected physical Aspects
Parameters
Strongly
Disagree
Disagree
Neutral