Measuring Customers’ Perception and Expectation of Quality in Retail Stores Services

Areeba Bhutto; Summya Khatoon; Wajiha Saghir

doi:10.58921/jobams.2.2.6

Areeba Bhutto Institute of Health Management, Dow University of Health Sciences, Karachi
Summya Khatoon Institute of Health Management, Dow University of Health Sciences, Karachi
Wajiha Saghir Institute of Health Management, Dow University of Health Sciences, Karachi

DOI: https://doi.org/10.58921/jobams.2.2.6

Keywords: RSQS Model, Retail stores, Satisfaction of Customer, Service Quality

Abstract

This study aims to achieve the gap in overall service quality level that retail stores proposed and to discover Service Quality impact factors on satisfaction level of customer. Quantitative study on Likert scale is used. Data was collected from 300 customers of retail stores via Quota sampling. The study covered Karachi, Lahore and Islamabad region. Gap scores analysis was carried out. We found that overall Service Quality is low than desired level. The result of gap analysis concludes that customers are not satisfied fully with Services of Retail Stores. The study also identifies that Perceived Service Quality Level in Store is 3.6, which is less than Expected Level. The study examine that the retail stores have to upgrade their performance in order to increase satisfaction level. The reliability results of the RSQS scale concludes that model is sound for our study.