Dimensions of Service Quality in Apparel Retailing: A Case from National Capital Region

Delivering high quality of services is the basic strategy to face the dynamic and volatile competition in retailing. In retail setting, especially retail stores which are a blend of product and service, retail managers are likely to have more impact on service quality than on product quality. This research has identified the dimensions of service quality in apparel retailing. To identify the dimensions, exploratory factor analysis has been used to analyze the data collected from 424 active apparel customers. The results of the study indicate that RSQS is not a generic scale as eight dimensions emerged in Indian organised retail. "Convenience'' was the most influencing factor followed by Promises, Policy, Helpfulness, Appearance, Problem Solving, Doing-it-Right and Inspiring Confidence. Also, the effect of demographic characteristics on various service quality dimensions was identified.