KIRLOSKAR INSTITUTE OF ADVANCED MANAGEMENT

STUDIES

Service Marketing Assignment

Group Members
Aparna U
B Naveen Kumar
Moumita Saha
Praveen Kumar
Swaroop BV
Keshav Tyagi
Swapnil Tiwari

Literature review on Westside Service quality

In order to evaluate the service quality aspect of retail outlets three outlets in Mumbai were
identified. These three outlets were Pantaloons, Shoppers Stop and Westside. The aid of
SERVQUAL instrument was taken to evaluate the service quality aspect of retail outlets.
In the year 2006 Memon conducted a research the impact of service in retail sector. This
research was done on two retail outlets i.e. Westside and pantaloons in Ahmedabad city
accepted the hypothesis that people are ready to switch over to other brands if the same
facilities are available but choices varies on the basis of service quality of these showrooms.
Reichheld (1996), Verdisco (1999) and Erika (1999) have observed various factors
influencing consumer behaviour of buyer in retail store, as consumer expectation of good
service at retail outlets is increasing so its hard to avoid the consumer dissatisfaction to avoid
the complaints.
Research stream considers benefits of promotional activities are directed at customers
satisfaction in retail store, buyerseller relationships for promotional activity it gives a big
edge in success of retail store. Internal store fragrances, look, attributes such as colour,
lighting, interior decoration or music form the overall context within which consumers make
decisions, and are likely to have a significant impact on brand image. Selection of a specific
retail outlet involves a comparison of the available alternative outlets on the evaluative
criteria of a consumer. According to Lindquist (1974), store image consists of a combination
of tangible (or functional) and intangible (or psychological) factors that consumers perceive
to be found in retail stores. Consumers use store image as an evaluative criterion in the
decision-making process of selecting a retail outlet (Varley, 2005). Store attributes refer to the
underlying components of a store image dimension (like merchandise, physical facilities,
services, atmospherics and so on). Kaul in the year 2005 observes that a store have modern
equipment, good and clean physical facilities and ease in transactions would give satisfaction.
The five parameters of the RATER Scale used in SERVQUAL are
1. Reliability
2. Assurance
3. Tangibles
4. Empathy
5. Responsiveness

Literature review on SERVQUAL

Shopperstop retail store:

model

of

Good customer satisfaction has an effect on the profitability of nearly

every business. For example, when customers perceive good service, each will typically tell
nine to ten people. Most people prize the businesses that treat them the way they like to be
treated; theyll even pay more for this service. Customer satisfaction is an asset that should be
monitored and managed just like any physical asset.
SERVQUAL is a service quality assessment tool. Since the
development of SERVQUAL, it has been extensively applied in a variety of businesses or
better business models. SERVQUAL is the most favored instrument for measuring service
quality (Robinson, 1999). Parasuraman et al (1988) concluded that consumers perceive
quality by comparing expectations to performance and evaluate the quality of the service in
different dimensions.
The present study employs Parasuraman, Zeithaml and Berry's 22item scale and five-dimension structure of service quality for examining the research problem
i.e. the quality of services offered by Shoppers Stop in retail sector.

The Five Dimensions are:

Tangibles: The appearance of the physical facilities, equipment, communication material and
personnel.

Reliability: The ability to perform a promised service dependably and accurately.

Responsiveness: The willingness to help customers and to provide prompt services.

Assurance: The knowledge and courtesy of employees and their ability to inspire trust and
Confidence in the customers.

Empathy: The caring, individualized attention a firm provides its customers.