Developing Relationships in Retail : An Investigation of Critical Quality Attributes

Introduction: Service quality can help a firm offer a value laden mix of products and services and thereby help build healthy relationships with customers, thereby making the firm proficient among competitors. Need for Study: Building and sustaining relationships with customers through high service quality helps in retaining customers and assures a firm's long term success. Objectives: This paper aims to explore the contribution of various service quality dimensions towards the establishment of high quality relationships, both at the employee level and the store level in case of retail services.Research Methodology: Utilising the survey methodology, customers perceptions regarding service quality and relationship quality are analysed and regression analysis is conducted to uncover the important service quality parameters contributing towards relationship quality.Key Findings of study: ‘Salespeople' tends to be the most influential service quality aspect contributing towards the formation of relationships with retail customers. The physical aspects of the store and the billing and crowd management services also affect the level of relationship quality to a great extent.Implications of Study: Organizations should be nurtured by a quality-centric approach practiced through efficient service provisions by comprehensively analysing the critical contributors towards the development of healthy customers' relationships