Comparative analysis of service quality of Big Bazaar and Spencer's : a fuzzy approach

Purpose: The main objective of this study is to compare the service quality of two retail chains of hypermarkets, namely, Big Bazaar and Spencer's, using the trapezoidal fuzzy approach. Design/methodology/approach: Customers from Big Bazaar and Spencer's of Andhra Pradesh, India, have been surveyed through a well-designed questionnaire. The study attempts to compare the service quality of two major retail giants (Spencer's and Big Bazaar) in Andhra Pradesh by using the trapezoidal fuzzy approach to prioritize the attributes of service quality of retail outlets. Findings: The result of the study indicates that the expectations of Big Bazar customers are higher as compared to Spencer's. Further, the study reveals – that Spencer's need to improve in the dimension of tangibility while Big Bazar needs to focus more on responsiveness. Research limitations/implications: As the data taken for the study are primary in nature, chances of bias may arise on the part of respondents, which may affect the validity of results. Further, the study is confined to two retail stores in Andhra Pradesh, India only, which may not reflect the broader picture. Practical implications: Retailers may provide more importance to two major service quality dimensions, i.e. tangibility and responsiveness while preparing for their service and marketing strategies. Originality/value: As the study relates to the comparative analysis of service quality of Big Bazar and Spencer's, the findings will be of additional value to these specific retailers. Therefore, it is expected that this study will fill the gap in the literature by prioritizing the expectations and perceptions of customers of Big Bazar and Spencer's.