Rural Retailing in India – A study on Retail Service Quality Scale (RSQS)

The purpose of this study is to test the applicability of Retail Service Quality Scale (RSQS) developed by Dabholkar et al. in the South Indian Retail Stores, especially in Rural India. In the study a sample of 250 shoppers from Department stores of Rural India was surveyed to measure the validity and reliability of RSQS dimensions (Physical Aspects, Personal Interaction, Problem Solving, Policy and Reliability). Confirmatory Factor Analysis (CFA) using AMOS 18.0 was used to test the retail service quality scale factor structure. The scores obtained from the analysis suggested a fit between the data and the model.