Retailer behavior as determinant of service quality in Indian retailing
Retailer behavior as determinant of service quality in Indian retailing
复制标题
零售商行为是印度零售业服务质量的决定因素
DOI：
10.1057/rlp.2010.14
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发表时间：
2010
期刊：
影响因子：
--
通讯作者：
Reena Rai
中科院分区：
文献类型：
--
作者：
A. Khare;Ceeba Parveen;Reena Rai
在服务行业中，客户和员工是服务互动的关键参与者。任何服务的性能和质量参数都取决于客户的期望以及服务公司为客户提供服务的效率。服务质量方面对于增强客户服务互动和客户之间的忠诚度至关重要。本研究使用SERVQUAL结构来研究印度北部零售商店的服务质量方面。假设员工或零售商的角色在与客户建立关系时很重要。传统的评估服务质量的质量维度必须进行修改，以评估零售部门的客户服务需求和满意度。顾客对服务质量的期望和满意度取决于服务人员与顾客的互动。在零售服务中，客户满意度取决于零售商通过互动与客户建立的关系。交互作用是通过使用传统的SERVQUAL量表并将其调整为零售业来确定的。结果表明，各服务维度之间存在高度正相关，不同年龄段的顾客对服务质量的评价基本一致。
In the service sector, customers and the employees are pivotal actors in service interactions. The performance and quality parameters of any service are dependent on customer expectations and how efficiently the service firm is able to serve its customers. The service quality aspects are imperative to enhance customer service interactions and loyalty among customers. This study employs the SERVQUAL construct to study service quality aspects of retail stores in Northern India. It is assumed that the role of employee or retailer is important in building relationships with customers. The traditional quality dimensions for assessing the service quality have to be modified to assess the customers’ service needs and satisfaction in the retail sector. The service quality expectations and satisfaction of customers would be dependent on service personnel's interactions with customers. In retailing services, customer satisfaction would be dependent on the relationships retailers build with their customers through interactions. The interactions were determined by using the traditional SERVQUAL scale and adapting it for retail. The results showed that a high positive correlation existed between various service dimensions, and that customer evaluation of service quality was similar across different age groups.