Impact of Perceived Service Quality on Customer Loyalty Intentions in Retail Outlets

Abstract

This paper is designed to understand the importance and impact of service quality on behavioral aspects like purchasing or repurchasing, recommending the store to others, complaining about the stores or switching to another store. This study was carried out in India, in which a sample size of 600 customers was chosen and out of which 540 completely filled in questionnaires were received. The scale developed by Dhabolkar, Thorpe and Rentz was used   in this study. The scale was consisting of five dimensions namely physical aspects, reliability,

Personal interaction, problem solving and policy. Three dimensions were having a significant impact on behavioral aspects and value of adjusted R² value indicates that all these three variables cause a variation of 41.5% in the behavioural intentions. F value is found significant and Durbin-Watson test shows that value 1.925 is lying between the acceptable limit which shows that there is independence of errors.