Retailer’s Service Quality & CSR as Antecedents of Retailer Personality & Customer Reactions: A Review


  • Abdul Rashid Vellore Institute of Technology Bhopal University, Bhopal.
  • Varsha Rokade Maulana Azad National Institute of Technology, Bhopal.



AHP, Customer Satisfaction, Organised Retail, Retailer's CSR Policy, Service Quality


This research paper aims to assess the influence of Retail Service Quality and CSR as antecedents of Retailer Personality and Customer Reactions. Also, reviews were done for studies which implemented Analytic Hierarchy Process (AHP). The relationships and links were identified from a rigorous literature review. A conceptual model has been developed and proposed, with Retail Service Quality and CSR Policy of retailer as antecedents and Customer Reactions as consequences of Retailer Personality. Hypotheses were formulated, recommendations and Scope for future research were discussed.

Author Biographies

Abdul Rashid, Vellore Institute of Technology Bhopal University, Bhopal.

Vellore Institute of Technology Business School, Vellore Institute of Technology Bhopal University, Bhopal, Madhya Pradesh, India.

Varsha Rokade, Maulana Azad National Institute of Technology, Bhopal.

Department of Management Studies, Maulana Azad National Institute of Technology, Bhopal, Madhya Pradesh, India.


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How to Cite

Rashid, A., & Rokade, V. (2022). Retailer’s Service Quality & CSR as Antecedents of Retailer Personality & Customer Reactions: A Review. Ushus Journal of Business Management, 21(3), 61 - 77.