An Empirical Study on the Effect of Retail Service Quality Attributes on the Consumer Buying Decision - With Reference to Moustache

The study was been conceptualized to study the effect of retail service quality on the consumer decision making process for a brand selection. Therefore, to create a distinct position in the marketplace, retailers are focusing on retail service quality that gives a competitive advantage to the company. Exploratory factor analysis was run to understand the retail service quality factors in fashion retail market with relevance to the brand, Moustache. Six components were extracted through Varimax method and rotated component matrix, namely store presentation/display, convenient facilities, problem solving, temperature, store layout and personal interaction. For regression analysis, the hypothesis developed for the research were perceptual service quality of the fashion retail store influences the perceptual quality of the brand and different dimensions of retail service quality influences significantly the perceptual quality of the brand. Significant relationship between perceptual quality of the retail store and perceptual quality of the brand has been established. Cluster analysis was done first by hierarchical method to deduce number of clusters which can be formed, and then the data was further processed through Ward Method in K-Means Cluster Method. Four differentiating segments were concluded with discrete characteristics. The study also attempted to understand the influence of three factors, store outlet/format, assistance and exclusive range, on customer preference. Utility of all the eight options was calculated through conjoint analysis according to the preferences of the customers.