Abstract
The present research attempts to clarify and extend the conceptualization and measurement of service quality in the retail environment. The review of the retail and service quality literatures and the findings from a qualitative study conducted by the authors reveal that service quality in retail companies adopting the commercial format of supermarkets has a four factor structure (physical aspects, reliability, personal interaction and policies). Various models are tested by means of confirmatory factor analysis and a measurement scale is proposed. We conclude the paper with an importance-performance analysis, a summary of the main results of the study and directions for future research.
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