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 logistic systems، the purpose of this paper is to design a practical scale for measuring the construct through the perspectives of Iranian convenience store retailers. A mixedmethod approach was employed for the study; in- depth interviews were first carried out with 16 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، 100 respondents from a retailing sector of 4 regions out of 22 regions of Tehran were selected for testing the measurement model and determining the importance and satisfaction level. 10 important PDSQ factors through perspective of Iranian convenience retailers were extracted and categorized in three dimensions including: Coordination of distribution agent (3 factors)، Ordering condition (3 factors)، and Behavioral features of distribution agents (4 factors). IPA diagram was drawn finally.