Abstract
Competitiveness and search for profits have called more attention towards customer satisfaction and increased researcher's interest on the topic of service quality. In this context, this research paper applies SERVQUAL for assessing service quality in a retail industry. The main objective is to assess quality service dimensions that are hindering the growth of organized retailing of fresh food items in India. This work was performed in two hundred shops, including Subhiksha outlets, located throughout the NCR in the month of July-august 2008. A questionnaire was developed based on the service quality dimensions, the customers for gathering data from which results was analyzed. The results of this study show the tangible, empathy, responsiveness and assurance quality dimensions and characteristics that call customer attention.
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