A Study on Retail Service Quality Impact on Customer Satisfaction among Organized Retail Stores with Reference to Two Selected Cities of Andhra Pradesh

This book focuses on the SERVICES QUALITY dimension of retailing. The Retail Service quality Dimensions (RSQD) is selected as the most reliable device to measure the difference-score conceptualization. This book focuses on customer satisfaction of the SERVQUAL dimensions—reliability, assurance, tangibles, empathy, and responsiveness (RATER), and organized retail store attributes addressed keeping shopping and shopper behaviour in mind. This book can be used as a text for advanced retail marketing classes in retail management programs that would emphasize on marketing. Another unique feature is the inclusion of the chapter on specialty retailing where category specific retailing has been discussed. An important aspect of the book is that concepts and practices in developed retail markets have been analysed and their applications in the Indian context illustrated. Practitioners in the retail sector would be greatly benefitted with this aspect of the book. An in-depth understanding of the various facets of retail marketing is required in succeeding in the present competitive retail scenario. This book on retail marketing seeks to achieve this to benefit the students, teachers, managers, entrepreneurs and practitioners alike interested in the retail business.