ICT Enabled Customer Services: Way Towards Smart Retailing

The objective of this research paper is to explore the gap between customer expectations and customer perceptions towards the quality of ICT enabled customer services in smart retailing contexts. Researchers have used empirical research design with a sample of 843 customers of top ten retail stores based in major metropolitan cities in India. Results of the study reveals a significant gap between customer expectation and customer perception towards quality of ICT enabled customer services, and a positive impact of quality of these services on overall customer satisfaction and further, on customer loyalty. Researchers have also developed a technology driven model for customer services in retail stores based on customers' perceptions. Suggestions for reducing negative service quality gap in ICT enabled customer services provided by retailers have also been discussed. Study is limited to analysis of ICT enabled customer services in organized retail sector in urban India context.