The retail service quality scale study: examining, generalisability and applicability: evidence from India

The present study aims to assess the generalisability and applicability of the retail service quality scale (RSQS) in multiple specialty stores in a tier II city in Northern India. In recent years, numerous RSQS replication studies have been conducted in various cultures and settings, highlighting the need to expand the existing literature on retail service quality. The study seeks to identify components of retail service quality in different retail outlets and evaluate the RSQS model's applicability in the national retail landscape of a country like India. The study's findings demonstrate the relative importance of service quality attributes and indicate that all dimensions equally contribute to customers' perceptions of service quality in the retail environment of a tier II city in Northern India.