Retail service quality in context of CIS countries

Purpose – This research aims to examine the applicability of the Retail Service Quality Scale (RSQS) in retail stores in Kazakhstan, a country of the Commonwealth of Independent States (CIS) that is in the transition stage from a controlled economy to a market economy. This research also attempts to identify the dimensions and sub‐dimensions that contribute to increasing the customer base. Design/methodology/approach – A sample of 220 shoppers from department stores, discount stores, and supermarkets in Almaty city, Kazakhstan, was surveyed to examine the validity and reliability of the five dimensions (physical aspects, reliability, personal interaction, problem solving, and policy) and six sub‐dimensions (appearance, convenience, promises, doing‐it‐right, inspiring confidence and courteousness/helpfulness) of RSQS. The findings are cross‐validated hierarchically using confirmatory factor analysis (CFA). Step‐wise regression methods are used to identify the dimensions and sub‐dimensions contributing to increasing the customer base. Findings – The research finds that the RSQS structure is a good fit in the Kazakhstan retail setting. The five dimensions and six sub‐dimensions together provide significant usefulness in measuring the quality of retail services. The research also finds that while all the dimensions and sub‐dimensions have a positive relationship, two dimensions (personal interaction, physical aspects) and one sub‐dimension (inspiring confidence) are strongly related to increasing the customer base through return customers and word of mouth from satisfied customers. Research limitations/implications – The present study does not distinguish applicability of the RSQS in the different formats of the retail store. Future research should examine the impact of the different retail formats in using the scale for measuring retail service quality. Practical implications – Prospective and existing retail service providers who place a high priority on quality can use this instrument to track the high growth potential of the retail sector in CIS countries. It will help to measure their services and increase their customer base by targeting the appropriate dimensions and sub‐dimensions. Originality/value – The authors believe that this research reveals new insights about the retail sector in the context of CIS countries. This research also has managerial and research implications for designing and formulating operations strategy in providing retail services for new markets.