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Publisher: Northumbria University
Languages: English
Types: Doctoral thesis
Subjects: N200, N100
The purpose of this research was to modify an existing scale to measure retail service quality in a college shop. This scale was modified based on the retail service quality scale (RSQS) to make it more contexts specific and culturally sensitive for the retail college shop (Al Waha) at Dubai Women‘s College. It also explores the relationship between the new retail service quality dimensions and overall service quality, satisfaction, loyalty and frequency of visits. A total of 424 completed questionnaires obtained from Al Waha customers was used in the analysis for the main study. Principal component analysis was used for scale reduction and multiple regression analysis was used to find associations. The new modified scale (Al Waha scale) resulted in 22 items across four dimensions: interaction quality, physical aspects, policy and understanding and caring which is a new dimension. The results confirm the association between the four new service quality dimensions and overall service quality, satisfaction, loyalty and frequency of visits. The results disclose the importance of age when evaluating physical aspects and caring and commitment dimensions. The study was performed among a very specific demographic sample; generalizations could only be made to similar college shops. Therefore, testing the modified model in other shops outside of the colleges is an area for future research. By modifying the RSQS scale to be context specific to retail shops in Dubai, this study provides an incremental step towards other scales in the region. This reveals that there are associations between Al Waha scale dimensions and overall service quality, satisfaction, loyalty and frequency of visits. Also, it indicated the importance of age when customers‘ evaluate physical aspects and caring and commitment dimensions. This scale gives managers a tool to improve service quality at their shops in order to become more competitive.

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