Conclusion
This study has made an important contribution to the service quality literature by developing a valid and reliable scale specific to measuring service quality of organized grocery retail stores. The scale measures overall service quality through four specific dimensions. The dimension physical aspects includes items related to cleanliness, modernity of the infrastructure used, layout, time and location convenience, etc. The dimension namely trustworthiness takes into account aspects of service quality such as safety and security, authenticity, etc. The third dimension namely personal attention measures attributes such as courteousness of employees, their knowledge and training and their ability to deliver service efficiently. The last dimension covers aspects related to store’s policies such as operating hours, payment modes, product lines offered, etc. As compared to the previous more popular scales measuring service quality such as SERVQUAL, SERVPERF, RSQS, etc., this scale is more specific and comprehensively measures the attributes related to an organized grocery retail store in Indian context. The effects of factors such as environment, price, distance, promotion, etc. have also been taken into consideration which was previously ignored. Unlike, RSQS model, the new measure is a comparatively simplified model without the presence of sub-dimensions (Martinez, 2010; Ladhari, 2008). The scale is of immense importance for the marketing managers and service marketers who will be able to measure and improve the service quality perceptions of their customers by focusing on more relevant aspects and will also be able to enhance the customer experience by formulating different strategies based on customer segmentation.
