QUANTUM UNIVERSITY

CAMPUS – MANDAWAR, ROORKEE – DEHRADUN HIGHWAY (NH-73)

ROORKEE – 247667(UTTARAKHAND, INDIA)

SCHOOL OF BUSINESS AND MANAGEMENT

(2nd SEMESTER – 2023-2024)

TOPIC –“MEASURE THE RETAIL SERVICE QUALITY AND TO FIND OUT THE GAP
BETWEEN THE CUSTOMER EXPECTATION AND THEIR PERCEPTION ABOUT
THE SERVICE QUALITY”

SUBMITTED TO: SUBMITTED BY:

DR. Varsha Gupta. MR. Devang varshney

ASSOCIATE PROFESSOR QID: 23100083

QUANTUM SCHOOL OF BUSINESS

ROORKEE
 EXECUTIVE SUMMARY

The intended research objective “Measure the Retail Service Quality and to find out the gap
between the customer expectations and their perceptions about the service quality –

OBJECTIVES

 To find out the differences among perceived service and expected service.

 To understand consumer’s preferences

.  To access the degree of Service Quality.

. The research has been descriptive- in nature as it seeks to discover ideas and insight to bring
out new relationship based on previous findings in other organizations. The type of
investigation is Causal as the relationship between variables has been studied. Study setting is
Non-contrived because the study has been conducted with no interference of researcher. It is
a Cross-sectional study as data has been collected at one point of time.
 CONTENTS

1. Introduction to Service Quality

2. Theoretical Framework

3. Literature Review

4. Research Objective

5. Research Methodology

6. Data Analysis

7. Recommendation & Suggestions

8. Bibliography
 INTRODUCTION

Service quality refers to the evaluation of how well a service meets or exceeds customer
expectations. It is a critical aspect of customer satisfaction and business success,
encompassing various dimensions such as reliability, responsiveness, assurance, empathy,
and tangibles. Effective service quality management involves understanding customer needs,
consistently delivering high standards of service, and continuously seeking improvements
based on customer feedback. High service quality leads to increased customer loyalty,
positive word-of-mouth, and a competitive advantage in the marketplace.

Service quality refers to the measure of how well the service delivered meets customers'
expectations. It encompasses various dimensions, including reliability, responsiveness,
assurance, empathy, and tangibles. High service quality is crucial for customer satisfaction,
loyalty, and positive word-of-mouth, significantly impacting a business's success and
reputation. Companies strive to enhance service quality through employee training, customer
feedback, and continuous improvement strategies. Effective service quality management
ensures that services are delivered consistently, accurately, and in a customer-centric manner,
fostering a strong relationship between the service provider and the customer

Service Quality is a comparison of expectations with performance.

A business with high service quality will meet customer needs whilst remaining economically
competitive. Improved service quality may increase economic competitiveness. This aim may
be achieved by understanding and improving operational processes; identifying problems
quickly and systematically; establishing valid and reliable service performance measures and
measuring customer satisfaction and other performance outcomes.

Definition

From the viewpoint of business administration Service Quality is an achievement in customer

service. It reflects at each service encounter. Customers form service expectations from past
experiences, word of mouth and advertisement.

In general, Customers compare perceived service with expected service in which if the
former falls short of the latter the customers are disappointed. The measurement of subjective
aspects of customer service depends on the conformity of the expected benefit with the
perceived result. This in turns depends upon the customer's expectation in terms of service,
they might receive and the service provider's ability and talent to present this expected
service.

Successful Companies add benefits to their offering that not only satisfy the customers but
also surprise and delight them. Delighting customers is a matter of exceeding their
expectations. Pre-defined objective criteria may be unattainable in practice, in which case, the
best possible achievable result becomes the ideal. The objective ideal may still be poor, in
subjective terms. Service quality can be related to service potential (for example, worker's
qualifications); service process (for example, the quickness of service) and service result
(customer satisfaction).
 THEORETICAL FRAMEWORK

CONSTRUCT

To Study and measure the retail service quality and to find out the gap between the customer
expectations and their perceptions about the service quality.

DEPENDENT VARIABLE

Service Quality

INDEPENDENT VARIABLE

1. Tangible

2. Reliability

3. Assurance

4. Empathy

5. Responsiveness
 LITERATURE REVIEW

 Sekaran Uma1 (IV Edition)1 “Research Methods for Business”, (Elements of RD, Methods
of Data Collection, Sampling, Data Analysis & Interpretation.The information regarding the
statistical tools and their limitations in different fields the research is given.)

 Hair Joseph F., Bush Robert P. & Ortinau David J2 .(IIIrd Edition)2 ,”Marketing Research-
Within a Changing Information Environment”

 Sharma D.D3 , “ Marketing research-Principles, Applications & Cases”(The factor analysis

is a technique used in multivariate analysis. The factor analysis is used to analyse the
interrelation between independent variables with metric data. It helps in investigating the
interrelationships of all the variables with none being dependent.)

 Kothari C.R. 4 “Research Methodology Methods and Techniques”, New Delhi, New Age
International (P) Limited(Gives information regarding the basics of research and research
methodology, what are the different types of research designs, what is problem statement,
what are the sources of data collection and what are the methods of data collection is given in
this section.)

 Beri G.C, 5 (IV Edition), “Marketing Research”(Observation is one of the methods of

collecting data. It is used to get both past & current information. In marketing research, the
observational method is not used frequently. There are several methods of observation of
which any one or combination of some of them can be used by the researcher.)

 Cooper R. Donald & Schindler S. Pamela, 6 (IXth Edition), “ Business Research

Model”(The basic stages of research design, major descriptors of research design, major
types of research design, relationships that exist between variables in research design and the
steps for evaluating those relationships.)

 Coakes J. Sheridan , Steed Lyndall & Dzid Peta,7 “ SPSS Analysis without
Anguish”(There are several different reliability coefficients. One of the most commonly used
is Cronboach‟s alpha, which is based on the average correlation of items within a 24 Anmol
TIMT BBA test if the items are standardized. If the items are not standardized, it is based on
the average covariance among the items.)  Boyd W. Harper, Westfall Ralph & Stasch F.
Stanley,8 “ Marketing Research Text &Cases”(Exploratory research is research conducted
for a problem that has not been clearly defined. It often occurs before we know enough to
make conceptual distinctions or posit an explanatory relationship. Exploratory research helps
determine the best research design, data collection method and selection of subjects.)

 Malhotra K. Naresh,9 “ Marketing Research- An Applied Orientation”(Discuss & clarify

survey methods & describe the various telephones, personal , and mail interviewing methods.
Identify the criteria for evaluating survey methods, compare the different methods, and
evaluate which is best suited for a particular research project.)
 David L. Loudon and Abert J. Della Bitta 10,“Consumer Behaviour ; concepts and
applications”(This book helps the researcher to understand how to understand the drivers of
Brand Experience)

 Kotler Philip, Armstrong Gary 11“Principles of Marketing”;(The book helped the

researcher understand the role of the advertising in the business and how advertisement has
their impact on the buying behavior of people.)

 Jain T.R., 12“Statistics for MBA”, (this book gives the basic knowledge of the samling
techniques)

 Belch George E, Belch Michael A and Purani Keyowoor, 13Advertising & promotion”, 7 th
edition, (the book gives an insight into how the study and understanding of consumer
behavior helps the marketers in developing the marketing strategy accordingly)

 Loudon, David L.&Bitta, Albert J. Della, 14 consumer behaviour, 4th edition,14 (the book
gives an insight into how the study and understanding of consumer behaviour helps the
marketers in developing the marketing strategy accordingly)

 Engel, Blackwell and Miniard, 15consumer behavior1(the book gives an insight into how
the study and understanding of consumer behaviour helps the marketers in developing the
marketing strategy accordingly)

 Assael Henry16, Consumer Behaviour, 6th edition, (the book gives an information on how
the study the marketers in developing the brand loyalty)
 RESEARCH OBJECTIVES

PRIMARY OBJECTIVE

To study the impact of reliability, responsiveness, tangibles, assurance , empathy on service

quality.

SECONDARY OBJECTIVES

 To capture the behaviour of the consumers.

 To take accurate information about the company.

 To study the impact of customers on service quality

 RESEARCH METHODOLOGY

Research is common refers to search for knowledge. It is the pursuit of truth with the help of
study, observation, composition and experiment. Research methodology is a systematic way
to solve the research problems. It helps in studying the various steps that are adopted by the
researcher to study the research problems along with the logic behind the It describe mail
what must be done, how will be done. What data will be needed and how the data will be
analyzed
 RESEARCH DESIGN

Decisions regarding what, where, when, how much, by what means concerning an enquiry or a
research study constitute a research design. Research Design is advance planning of research. A
good research design should be flexible, appropriate and efficient and so on. A good design ensures
that the required data is gathered accurately, timely and economically.

Type of Research Design : The present study has been Descriptive in nature, as it seeks to discover
ideas and insight to bring out new relationship based on previous findings in other organizations

Type of Investigation : The present study has been Causal relationship because the researcher has
attempted to find out the cause & effect relationship of dimensions of SERVQUAL scale on Service
Quality.

Time Horizon : The study has been found to be Cross-sectional as data has been collected at
particular time period.

Study Setting : The study setting is Non Contrived as the study has been carried out in natural
environment and no researcher interference has been there in data collection process.

Measurement & Scaling : Five point Likert (interval) scaling has been used for conducting the survey
to analyze the impact of Retail Service Quality

5 –Strongly Agree,

4- Agree,

3–Neutral ,

2–Disagree,

1–Strongly Disagree.