STUDY ON SERVICE QUALIY MEASUREMENT IN RETAIL OUTLET MANAGEMENT SYSTEMS IN INDIA

Retail organizations have their standing because o f good business proposition with cutting edge management processes and strategies. Retail sector worldwide is undergoing a complete metamorphosis. In India the retail industry has developed in to full Hedged industry with more than three fourth share coming from organized retail. Retailing is customer centric with an emphasis on innovation in product, process and services. Service quality measures which are developed internationally are accepted and found to be applicable with few adaptations in Indian context. This study is an attempt to evaluate (RSQS) Retail service quality scale developed in US but considered valid across a wide variety of formats and cultures. Two retail outlets were taken under observation to administer the applicability of RSQS in the city o f Chennai in Tamilnadu. Five factors were found namely, problem handling, convenient purchase, service experience, attractive layout and process comfort. Two retail outlets Big Bazaar and Varkeys were compared on these factors.