International Journal of Marketing and Business Communication

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Service Quality Oriented Customer-centric Retail Strategy for Indian Supermarket Retailers


Affiliations
1 NITK, Surathkal, &Faculty, SDM PG centre, M.G. Road, Mangalore, India
2 Dept. of Humanities, Social sciences & Management, NITK, Surathkal, India
3 SDM PG centre for management studies & research, Mangalore-575003., India
     

   Subscribe/Renew Journal


The Supermarket Retailers in India are on a rollercoaster ride with competition intensifying in the industry and a plethora of retail strategies making their roads to success even more complicated. In this day and age of increasing retail competition, though competitive advantage seems to be the only way out, choice of appropriate retail strategy has become a daunting task. The objective of this paper is to develop a conceptual framework on various strategic alternatives available to supermarket retailers in India and facilitate them to choose the best strategies to ride on. This paper draws heavily from existing literature on retail strategies and competitive advantage. Having analyzed the non-applicability of the competitor-centric retail strategy in Indian supermarkets, the research proposes the application of customercentric retail strategy for enabling supermarket retailers in India attain competitive advantage. Adding strength to the research is the result derived from interviews of supermarket managers and customers; and also of a pilot study. The work involves identification of research constructs and hypothesis for the proposed framework. The framework also contributes heavily to literature on competitive advantage by emphasizing on effective customer-centric strategies and specific performance outcomes that supermarket retailers could be enjoying riding on these strategies.

Keywords

Supermarket Retailers, Competitive Advantage, Customer-centric Strategy, Competition, Superior Performance
Subscription Login to verify subscription
User
Notifications
Font Size


  • Berry L. L. (1986), "Retail businesses are Service Businesses", Journal of Retailing, 62 , 3-6.

  • Bendapudi, N. & Berry. (1997), "Customer's Motivation for Maintaining Relationships with Service Providers", Journal of Retailing , 73 (1), 15-37.

  • Day, G. S. & Wensley, R. (1984), "Assessing Advantage: A Framework for Diagnosing Competitive Superiority", Journal of Marketing, 52, 1-20.

  • Dabholkar, A. P., Thorpe, D. I., & Rentz, J. O.(1996), "A measure of Service Quality for Retail Stores: Scale Development and Validation", Journal of the Academy of Marketing Science, 24(1),3-16.

  • Dharmesh. (2010), "Indian Retail: Changing Trends in 2010", Economic Times, 24th March, 2010.

  • Ellis, & Kelly. (2001), Competitive advantage in retailing, International review of retailing, distribution and consumer research, 2(2), 381-396.

  • Ganguli, S., & Kumar, V.B. (2008), "Drivers of Customer Satisfaction and Loyalty in India Retail Supermarkets: An Exploratory Study", ICFAI Business Review, June, 61- 66.

  • Grant, L. (1988), "Your Customers are Telling the Truth", Fortune, 16 Feb, 164-68.

  • Harris, L. & Ogbonna, E. (2001), "Competitive Advantage in UK Food Retailing Sector: Past, Present and Future", Journal of Retailing and Consumer Services, 8, 157- 173.

  • Huff, D. L. (1964), "Defining and Estimating Trade Area", Journal of Marketing , 28, 34- 38.

  • Kuusela, T. & Mitronen, L.(2007), "Identifying Competitive Customer Value Proposition in Retailing", Managing Service Quality, 17(6), 621-634.

  • Parasuraman, A., Zeithamal, V.A., & Berry, L.L.(1988), "SERVQUAL: A Multiple-Item Scale for Measuring Customer Perceptions of Service Quality", Journal of Retailing, 64(1), 12-14

  • Siu & Cheung. (2001), "A Measure of Retail Service quality", Marketing Intelligence and Planning, 19(2), 88-96.

  • Seema, Aloysious A.H. & Devaraj, K.(2011), "ServiceQuality: The Cornerstone of Customer-centric Retail Strategy for Supermarket Retailers in India", Research Progress Assessment 2011, NITK, Surathkal, India


Abstract Views: 365

PDF Views: 2




  • Service Quality Oriented Customer-centric Retail Strategy for Indian Supermarket Retailers

Abstract Views: 365  |  PDF Views: 2

Authors

Seema S. Shenoy
NITK, Surathkal, &Faculty, SDM PG centre, M.G. Road, Mangalore, India
A.H. Sequeira
Dept. of Humanities, Social sciences & Management, NITK, Surathkal, India
K. Devaraj
SDM PG centre for management studies & research, Mangalore-575003., India

Abstract


The Supermarket Retailers in India are on a rollercoaster ride with competition intensifying in the industry and a plethora of retail strategies making their roads to success even more complicated. In this day and age of increasing retail competition, though competitive advantage seems to be the only way out, choice of appropriate retail strategy has become a daunting task. The objective of this paper is to develop a conceptual framework on various strategic alternatives available to supermarket retailers in India and facilitate them to choose the best strategies to ride on. This paper draws heavily from existing literature on retail strategies and competitive advantage. Having analyzed the non-applicability of the competitor-centric retail strategy in Indian supermarkets, the research proposes the application of customercentric retail strategy for enabling supermarket retailers in India attain competitive advantage. Adding strength to the research is the result derived from interviews of supermarket managers and customers; and also of a pilot study. The work involves identification of research constructs and hypothesis for the proposed framework. The framework also contributes heavily to literature on competitive advantage by emphasizing on effective customer-centric strategies and specific performance outcomes that supermarket retailers could be enjoying riding on these strategies.

Keywords


Supermarket Retailers, Competitive Advantage, Customer-centric Strategy, Competition, Superior Performance

References