THE GAP BETWEEN EXPECTED AND ACTUAL SERVICE QUALITY OF ORGANIZED RETAIL STORES IN HYDERABAD
Figure 14: Problem-Solving Capacity
Null Hypothesis
There is no significant difference between actual and expected customer problem solving capacity to store executives.
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 0.731 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 customer problem solving capacity to store executives”.
Empathy
According to Table 17, the qualities of merchandise are up to mark and employees are giving individual attention to the customers. 34% of the respondents are agreed that the store offers high quality merchandise. Similarly, 34% of the respondents also agreed that the store gives customers individual attention.
Table 15: Expected Empathy
Parameters
Strongly
Disagree
Disagree
Neutral
Agree
Strongly
Agree
Total
Number of Respondents
The store offers high quality merchandise (A)
6
8
34
34
18
100
This store gives customers individual attention (B)
2
18
26
34
20
100
Total
8
26
60
68
38
200
Source: Primary data
Figure 15: Expected Empathy
Table 16: Actual Empathy
Parameters
Strongly
Disagree
Disagree
Neutral
Agree
Strongly
Agree
Total
Number of Respondents
The store offers high quality merchandise (A)
6
10
34
46
4
100
This store gives customers individual attention (B)
8
18
24
32
18
100
Total
14
28
58
78
22
200
Source: Primary data
Figure 16: Actual Empathy
Table 17: Empathy
Parameters
Expected service (E) (in terms weighted average)
Actual Service (A) (in terms weighted average)
Difference (E-A)
(in terms weighted average)
The store offers high quality merchandise (A)
3.50
3.32
0.18
This store gives customers individual attention (B)
3.52
3.34
0.18
Source: Primary data
Figure 17: Empathy
Null Hypothesis
There is no significant difference between actual and expected store empathy.
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 0.892 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 store empathy”.
FINDINGS The 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. It can also found that there is no significant difference between actual and expected physical aspects. 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. Further it is found that there is no significant difference between actual and expected reliability. 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