THE GAP BETWEEN EXPECTED AND ACTUAL SERVICE QUALITY OF ORGANIZED RETAIL STORES IN HYDERABAD
Agree
Strongly
Agree
Total
Number of Respondents
The store has modern-looking equipment and fixtures (A)
0
10
26
42
22
100
The physical facilities at this store are visually appealing (B)
0
12
14
62
12
100
Materials associated with this store’s service (such as shopping bags, catalogs, or statements) are visually appealing (C)
2
12
34
40
12
100
The store has clean, attractive, and convenient public areas (restrooms, fitting room) (D)
2
12
20
42
24
100
The store layout at this store makes it easy for customers to find what they need (E)
6
2
28
46
18
100
The store layout at this store makes it easy for customers to move around the store (F)
0
6
24
42
28
100
Total
10
54
146
274
116
600
Source: Primary data
Figure 3: Expected physical Aspects
Table 4: Actual physical Aspects
Parameters
Strongly
Disagree
Disagree
Neutral
Agree
Strongly
Agree
Total
Number of Respondents
The store has modern-looking equipment and fixtures (A)
0
10
40
40
10
100
The physical facilities at this store are visually appealing (B)
0
22
18
54
6
100
Materials associated with this store’s service (such as shopping bags, catalogs, or statements) are visually appealing (C)
6
4
36
42
12
100
The store has clean, attractive, and convenient public areas (restrooms, fitting room) (D)
6
22
30
24
18
100
The store layout at this store makes it easy for customers to find what they need (E)
0
8
36
42
14
100
The store layout at this store makes it easy for customers to move around the store (F)
2
12
32
42
12
100
Total
14
78
192
244
72
600
Source: Primary data
Figure 4: Actual physical Aspects
Table 5: Physical Aspects
Parameters
Expected service (E) (weighted average)
Actual Service (A) (weighted average)
Difference
(E-A)
(weighted average)
The store has modern-looking equipment and fixtures (A)
3.76
3.50
0.26
The physical facilities at this store are visually appealing (B)
3.74
3.44
0.30
Materials associated with this store’s service (such as shopping bags, catalogs, or statements) are visually appealing (C)
3.48
3.50
-0.02
The store has clean, attractive, and convenient public areas (restrooms, fitting room) (D)
3.74
3.26
0.48
The store layout at this store makes it easy for customers to find what they need (E)
3.68
3.62
0.06
The store layout at this store makes it easy for customers to move around the store (F)
3.92
3.50
0.42
Source: Primary data
Figure 5: Physical Aspects
Null Hypothesis
There is no significant difference between expected and actual physical aspects.
By applying Chi-square test, the table value for 5 degrees of freedom at 5% level of significance is 11.07. The calculated value of ?2 0.9996 is much lower than the table value. Hence, the result of the experiment supports the hypothesis. We can thus conclude that, “There is no significant difference between actual and expected physical aspects”.
Reliability
Table 8 shows that there is no remarkable difference between expected and actual reliability with reference to time management and error-free sales transactions and records by the retail stores.
Table 6: Expected Reliability
Parameters