African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 156

Full Length Research Paper

Identifying important service quality parameters for major Indian food retailers- A case study

G. S. David Sam Jayakumar1* and K. Abdus Samad2
  1Jamal Institute of Management (JIM), Jamal Mohamed College (Autonomous), Tiruchirappalli – 620 020, Tamil Nadu, India. 2Jamal Institute of Management (JIM), Centre for Retail Excellence, Jamal Mohamed College (Autonomous), Tiruchirappalli – 620 020, Tamil Nadu, India.
Email: [email protected]

  •  Accepted: 05 December 2011
  •  Published: 31 January 2012



This study attempts to codify the service quality dimensions within the scope of the Organized Retailing Sector in India. It is a known fact that organized retailing is making a strong impact in many parts of India’s growing economy. This research article studied the services quality of major food retailers by taking important services quality dimensions like physical aspects, reliability, personal interaction, problem solving and policy which asses the retail service users, especially the food retailers. Moreover, the study made an attempt to scrutinize the impact of services quality dimensions on the overall services quality of food retailers. In order to measure the impact of services quality dimensions, we contacted 630 retail shoppers from major food retail stores namely: Spencer’s, nilgiris, reliance fresh and margin free. Then we issued the instrument which comprised of 28 services quality items under the 5 dimensions to the retail shoppers. After data collection is over, the marginal and joint normality of Servqual were also checked by using the Shapiro Wilk Test, Mardia’s Multivariate Skewness Test, Mardia’s Multivariate Kurtosis Test and Henze Zirkler Test respectively. The result of the aforementioned test clearly portrays the services quality items that are purely departed from the normality assumption. Hence, we were forced to undertake a non-parametric estimation technique to dissect the impact of services quality facet. For the purpose of estimation we use the causal approach of research by adopting the technique of least absolute deviation (LAD) estimation in data analysis. We used Systat Version 12 to perform the LAD estimation and treat the overall services quality as dependent variable, and independent variables are items under the services quality dimensions.


Key words: Food retailing, normality test, causal approach, least absolute deviation technique.