The main purpose of this study is to increase the understanding of the perceived service quality of the customer within grocery retailing from an Indian perspective. In this dissertation, data were collected from 403 customers who buy grocery from Big Bazaar and Reliance Fresh during February–July 2017 from Bhubaneswar and Cuttack. A quantitative approach using Statistical Package for the Social Science (SPSS) version 20 is used, which caters to the exploratory nature of the work. Statistical techniques such as exploratory factor analysis, multiple regression, t-test and ANOVA have been used to test the hypotheses and answer the research questions. It can be inferred from this study that consumer behaviour is dependent on the demographic factors. Differences were also found with regard to the impact of service quality on the satisfaction and the loyalty of the customers. This research adds to the study on service quality in the grocery business of the global market by enriching the content of service quality dimensions applicable to the Indian grocery sector. Six key dimensions in the grocery sector have been identified. This will deepen the understanding of the explored factors of service quality, which can then be applied to the grocery stores.
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