An Integrated Approach Using Interpretive Structural Modeling and Quality Function Deployment for Improving Indian Retail Service Quality

Abstract

This article attempts to develop a model by integrating interpretive structural modeling (ISM) and quality function deployment (QFD) methodology by establishing the relationship between the Indian retail service quality dimensions and service quality enablers. The integrated approach is employed to translate customers' requirements/needs into specific service design factors/requirements in the Indian retail context. The retail service quality dimensions are identified using factor analysis and are considered as the customer demands in QFD process. Thirteen retail enablers were identified through an extensive literature survey and expert opinions. The enablers identified for the study were treated as design requirement for employing quality function deployment (QFD) in order to prioritize the design requirements. The results found showed that retail enablers ‘Image of the Store' and ‘Value Conscious Consumers' can be emphasized more in a priority basis by the Indian retailers followed by retail enablers ‘Location of store' and ‘Globalization/Competition'.