A Comparative Study of Service Quality of D’Mart and Apna Bazaar

This study attempts to find out whether retail outlets like D’Mart and Apna Bazaar differ in terms of service quality. Existing research indicates that consumers are satisfied with the store’s service quality. Service quality is perceived as a tool to increase value for the consumer; as a means of positioning in a competitive environment to ensure consumer satisfaction, retention and patronage. Despite its strategic importance, the Indian retailers do not have an appropriate instrument to measure service quality. This study examines the Retail Service Quality Scale (RSQS) developed in the US for applicability to the Indian retail market. The data collected from 140 adult shoppers in large supermarkets namely D’Mart and Apna Bazaar in Vashi and Nerul of Navi Mumbai indicates that RSQS can be used to assess overall service quality levels and for tracking overall improvements over a period of time. It is observed from the factor analysis that there are five factors which define service quality in the retail outlets: personal interaction, appearance, reliability, problem-solving and policy. The study also finds the reliability of all the factors and the mean service quality levels of D’Mart and Apna Bazaar. However, the different dimensions of service quality are not clearly identifiable. This limits the diagnostic application of RSQS.