SERVQUAL VS RSQS

摘要

In order to attain a strong position in this highly competitive world, it has become imperative to improve the service quality which tends to improve profitability leading to success of a retail organization. In this regard, the quality improvement strategy helps a manger to identify the areas where the service needs to be improved in order to attain competitive advantage. It has, thus, become crucial to keep an eye on the performance in purview of the service dimensions that determine the standards of service quality. Thus, there is a great need to identify a reliable ad valid tool to measure service quality. Two well known and widely acknowledged models to measure retail service quality have been reviewed and discussed in this paper so as bring out a comparison between the two and identify which of them is a more effective measure of service quality. After an in-depth study of both the models, we concluded that none of the models is perfect in all aspects. This calls for further development of an improved model to measure service quality.