Physical Distribution Service Quality through Iranian Convenience Stores Retailers Perspectives: a Mixed Method Approach

Due to the importance of Physical Distribution Service Quality (PDSQ) in logisticsystems, the purpose of this paper is to design a practical scale for measuring theconstruct through the perspectives of Iranian convenience store retailers. A mixedmethodapproach was employed for the study; in- depth interviews were first carriedout with ۱۶ Iranian experienced retailers who actively had worked in the industry;then content analysis was employed to identify the key underlying factors of PDSQ.Using the cluster sampling technique, ۱۰۰ respondents from a retailing sector of ۴regions out of ۲۲ regions of Tehran were selected for testing the measurement modeland determining the importance and satisfaction level. ۱۰ important PDSQ factorsthrough perspective of Iranian convenience retailers were extracted and categorizedin three dimensions including: Coordination of distribution agent (۳ factors),Ordering condition (۳ factors), and Behavioral features of distribution agents (۴factors). IPA diagram was drawn finally.