The objective of the research is to understand Indian consumers' definition of retail service quality with respect to small retailers and influence of hedonic and utilitarian shopping values in determining their expectations towards small retail service quality.
Data were collected through a small retail store‐intercept technique in four cities of Northern India (n=386).
The results indicate that small retail service quality for Indian consumers comprises ambience, layout, and service/relationships dimensions. Hedonic and utilitarian shopping values influence consumers' service quality evaluations.
The study did not consider demographic variables like income, education, and occupation as factors that might affect consumers' perceptions towards retail service quality.
The findings can help small retailers in improving their service quality by focusing on Indian consumers' hedonic and utilitarian shopping values. The research helps small retailers to combat the competitive pressures of organized retailing in the Indian retail landscape.
There has been limited research on understanding consumers' perceptions towards retail service quality in the Indian setting. Further, there is no research to examine Indian consumers' perceptions towards small retailers' quality attributes.
