Demographic Variables as Antecedents of Service Quality and Purchasing Intention Aspects in Retailing

Abstract

This study is done to examine the perceived service quality and purchasing aspects in various retail stores. This study becomes an important study as it helps in examining the differences among many variables of perceived service quality and purchasing aspects in retailing across the various demographic profiles. This study was carried out in three states. These three states are Delhi, Haryana (Gurgaon & Faridabad) and U.P. (Noida & Ghaziabad). A total sample size of 600 customers was chosen from seven organized stores in these three states. Finally 540 responses were received from these states. It gave a response rate of 90% in total. The data was analyzed with the help of proper statistical tools like descriptive statistics, Mean and Kruskal-Wallis test with One Way ANOVA was used. This test is applied as it is a non- parametric test and it is very helpful in finding out the difference among the different variables of Retail Service Quality Scale being used in this study. The scale used in this study was developed by Dhabolkar, Thorpe and Rentz. This scale was tested through reliability and validity first and then it was being used in the study to check out the significance difference among the different variables. The findings of the study state that there exists a significant difference among many variables across the various demographic profiles in the study. Finally implications for the managers are formulated in the study.