Customer Expectations and Perceptions of Service Quality in Retail Apparel Specialty Stores

Abstract

Examines the differences between consumers′ expectations and perceptions of service quality they received when shopping apparel specialty stores. Also takes into account consumer demographic characteristics. Utilizes SERVQUAL scale and methodology developed by Parasuraman et al., (1991). Calculates gap scores by subtracting the expectation scores from the perception scores. Using a factor analysis procedure, four determinants of service quality emerged: (1) Personal Attention; (2) Reliability; (3) Tangibles; and (4) Convenience. Findings indicate greatest disparity between expectations and perceptions for the Personal Attention factor. Consumer demographic characteristics of race, marital status, and income provided significant differences between expectations and perceptions for Reliability and Convenience. Also considers the importance of service as a patronage criterion for apparel specialty store consumers. Indicates that service ranked third in importance behind merchandise assortment and price.