Managing Service Quality in Indian Apparel Retail Stores: Customer’s Gender Effects

This paper discusses the service quality of Indian Apparel specialty stores on the basis of gender of the customer’s perception, and analyses how gender differences affect customer perceptions of service quality dimensions. The results of an empirical study of Indian Apparel stores customers generally support the hypothesis that gender affects service quality perceptions and the relative importance attached to various retail service quality dimensions. This paper provides important information for Indian retail stores managers to develop operational, marketing, human resource strategies, and in targeting those strategies in terms of gender differences in quality perceptions among their customers.