THE GAP BETWEEN EXPECTED AND ACTUAL SERVICE QUALITY OF ORGANIZED RETAIL STORES IN HYDERABAD
Strongly
Disagree
Disagree
Neutral
Agree
Strongly
Agree
Total
Number of Respondents
When this store promises to do something by a certain time, it will do so (A)
4
4
26
40
26
100
This store insists on error-free sales transactions and records (B)
2
8
20
44
26
100
Total
6
12
46
84
52
200
Source: Primary data
Figure 6: Expected Reliability
Table 7: Actual Reliability
Parameters
Strongly
Disagree
Disagree
Neutral
Agree
Strongly
Agree
Total
Number of Respondents
When this store promises to do something by a certain time, it will do so (A)
10
18
34
32
6
100
This store insists on error-free sales transactions and records (B)
2
10
42
36
10
100
Total
12
28
76
68
16
200
Source: Primary data
Figure 7: Actual Reliability
Table 8: Reliability
Parameters
Expected service (E) (weighted average)
Actual Service (A) (weighted average)
Difference (E-A)
(weighted average)
When this store promises to do something by a certain time, it will do so (A)
3.80
3.06
0.74
This store insists on error-free sales transactions and records (B)
3.84
3.42
0.42
Source: Primary data
Figure 8: Reliability
Null Hypothesis
There is no significant difference between actual and expected reliability by customers.
By applying Chi-square test, the table value for 1 degrees of freedom at 5% level of significance is 3.841. The calculated value of ?2 0.663 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 reliability”.
Personal Interaction
From Table 11 it is clear that the customers feel that employees are consistently courteous with customers. 26 percent of the respondents strongly agreed that the employees in the stores give prompt service to customers. Similarly, 26 percent of the respondents strongly agreed that the employees in the stores are consistently courteous with customers. 28 percent of the respondents strongly agreed that employees in the stores are never too busy to respond to customer’s requests.
Table 9: Expected Personal Interaction
Parameters
Strongly
Disagree
Disagree
Neutral
Agree
Strongly
Agree
Total
Number of Respondents
Employees in this store give prompt service to customers (A)
4
4
24
42
26
100
Employees in this store are consistently courteous with customers (B)
2
12
22
38
26
100
Employees in this store are never too busy to respond to customer’s requests (C)
0
12
20
40
28
100
Total
6
28
66
120
80
300
Source: Primary data
Figure 9: Expected Personal Interaction
Table 10: Actual Personal Interaction
Parameters
Strongly
Disagree
Disagree
Neutral
Agree
Strongly
Agree
Total
Number of Respondents
Employees in this store give prompt service to customers (A)
2
16
20