Impact of Service Quality on Satisfaction: An Empirical Investigation on Cosmetic Retail Stores in Burdwan District

In this present work, Retail Service Quality Scale (RSQS) developed by Dabholkar et. al. (1996) has been used to measure service quality. For the purpose of examining the dimensionality of the scales a confirmatory factor analysis (CFA) was performed using AMOS 20. A four factor model was derived after the analysis. High correlations among these four factors led to the inclusion of the second order service quality construct. For measuring satisfaction scale items were adapted from Khan et. al. (2016). By using structural equation modeling approach, it is found that customers of cosmetics retail stores evaluate service quality on the basis of four dimensions- personal interactions, physical appearance, problem solving, and convenience. A statistically significant relationship between service quality and satisfaction is also reported. Findings and research approach of this study will be of immense use to the researchers and practitioners in cosmetic retailing category.