Relationship Quality: What It Means in Indian Retail Context?

Ekta Duggal and Harsh V. Verma
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Ekta Duggal: University of Delhi, Delhi, India
Harsh V. Verma: University of Delhi, Delhi, India

International Journal of Asian Business and Information Management (IJABIM), 2017, vol. 8, issue 3, 14-35

Abstract: With services becoming the impetus of growth in economies across the world, quality has emerged as one of the critical issues that need adequate attention. Customers have a larger role to play in defining the success of services as these are customer-oriented in nature. The complex nature of services makes it imperative to satisfy customers in the most competitive manner. This necessitates creation of bond with the customers. Relationship quality as a comprehensive construct aims at development of trust, commitment and satisfaction with the customers. The present study seeks to validate the relationship quality scale in the context of retail services in India. This would contribute to the upcoming retail sector in India by revealing the crucial parameters of relationship quality as it will assist retailers in achieving market success based on healthy customers' relationships.

Date: 2017
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