THE GAP BETWEEN EXPECTED AND ACTUAL SERVICE QUALITY OF ORGANIZED RETAIL STORES IN HYDERABAD
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. It can also found that there is no significant difference between actual and expected personal interaction of executives with customers. Sales persons are able to handle customer complaints directly and immediately. 48% of the respondents are strongly agreed that employees of the store are able to handle customer complaints directly and immediately. Similarly, 34% of the respondents are agreed that when a customer has a problem, the store shows a sincere interest in solving it. Further it is also found that there is no significant difference between actual and expected customer problem solving capacity to store executives. 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. It is also found that there is no significant difference between actual and expected store empathy. CONCLUSION Majority of the retail stores in Hyderabad are operating the stores approximately up to the satisfaction level of their customers. Broadly, customers found no difference between their expected service quality and actual service quality. Also majority of the customers strongly agreed that the physical facilities associated with the retail stores are visually appealing, there is good reliability, employees are consistently courteous, sales persons handle complaints effectively and the quality of merchandise are satisfactory. SUGGESTIONS
Though, the current study revels that organized retail stores are operating up to the desired level of its customers, still they are lag behind the traditional stores in attracting and satisfying a customer. Some of the main tips for the modern retail sector to attract all types of customers are:
i. Small sized retail stores along with more accessibility and convince of home delivery even for a single unit purchase.
ii. The employees and management should be well versed with local language, they should give common attention towards the customers irrespective of their economic and social status.
iii. The direction and information boards should be written in local language.
iv. The stores should take steps to minimize the waiting time of the customers before the billing line and delivery line etc.
v. The employees should pay attention always while inviting customer to enhance the sense of trust shared between the customer and the store, which in some cases come over generations of purchases.
THE GAP BETWEEN EXPECTED AND ACTUAL SERVICE QUALITY OF ORGANIZED RETAIL STORES IN HYDERABAD
Please note that this research is being conducted purely in the interests of academic research and is not funded by any institute. Respondent’s details or responses will be analyzed; information will not be forwarded to any for commercial purposes. Personal data provided by respondents will be processed and kept confidential.
Section A: Demography of Respondent
Name: —————————————————————————– Gender: i. Male ( ) ii. Female ( ) Age: ———————————– Marital Status: i. Married ( ) ii. Unmarried ( ) Occupation: Income Category: Up to Rs. 5,000 Rs. 5,001-10,000 Rs. 10,001-15,000 Rs. 15,001-20,000 Rs. 20,001-25,000 Above Rs. 25,000
Section B: Please express your opinion on the following questions regarding a ‘More Retail Store’ by marking an appropriate number.
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
1. The store has modern-looking equipment and fixtures.
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2. The physical facilities at the store are visually appealing.
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3. Materials associated with store’s service (such as shopping bags, catalogs, or statements) are visually appealing.
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4. The store has clean, attractive, and convenient public areas (try rooms, fitting room)
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5.