MEASURE RETAIL SERVICE QUALITY OF FEMALE CLOTHING BRANDS: A CASE STUDY OF LAHORE

Abstract

Service quality in the retail sector is very useful in order to understand and manage business. It also ensures high level of the customer satisfaction which helps to increase the attractiveness and efficiency of this sector. To achieve competitive advantages, service quality in the retail sector is the most common selling tool for retailers which help customers to spend their time in shopping.

Firstly, the data was collected from a structured questionnaire through non-probability convenient sampling technique. The respondents were selected according to the easiness of access and their willingness to take part in the survey which is targeted from different female clothing brands of Lahore, Pakistan. There are 28 original items of retail service quality scale which is used in this research. In analysis we used demographic analysis through histogram which is used to open the personal information between respondents. In order to describe the basic features of research data descriptive analysis of variables are used.

In our research the outcomes recommend that all the dimensions of retail service quality are suitable for measuring retail service quality in Pakistan. In Pakistan this research of retail service quality has actually authenticated the retail service quality scale in context of female clothing brands of Lahore city. The results establish that all five variables: physical aspects, reliability, personal interaction, problem solving and policy are highly suitable for measuring retail service quality.