Developing a Scale to Measure Distributor Service Quality in Indian Small and Medium Manufacturing Enterprises

Surjit Kumar Gandhi, Anish Sachdeva, Ajay Gupta


The purpose of the current study is to develop a multidimensional scale to evaluate services delivered by distributors/dealers working with Indian small and medium manufacturing enterprises. 101 executives working at top management level in different small-medium manufacturing units of north India responded to a questionnaire survey. The respondents were asked to assess service quality being delivered by their distributors/dealers on the perception scale. Construct validation using exploratory factor analysis showed an interpretable latent structure consisting of 5 dimensions. Confirmatory factor analysis developed a valid and reliable service quality measurement scale with 4 dimensions and 14 items. It was observed that service quality delivered by the distributors working with small-medium manufacturing units comprises of four dimensions viz., Tangibles-Empathy, Customization, Reliability, and Responsiveness. Snowball sampling was undertaken for this research. This research contributes to the measurement of service quality delivered by distributors working with small-medium manufacturing units by developing a valid and reliable measurement scale in a previously ignored sector. The scale developed in this research can be used by mangers/practitioners working in small-medium manufacturing units in the evaluation of services delivered by their distributors and identification of opportunities for improvements. This research provides a framework to researchers to build up more service quality scales in similar situations so that more concrete generalizations can be made. 


CFA, Distributor/ Dealer, Factor analysis, Measurement scale, Reliability, Service quality, Small-medium manufacturing units, Validity

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