Perceived service quality between consumers and retailer in fashion retailing : a case study

Authors investigated service quality and its implementation by a Hong Kong fashion chain store retailer. In the case studied, service quality measurement was built on the premise of customers’ expectation discrepancies. A monolithic 22-item SERVQUAL Scale was adopted to access three inter-dependent sources of data components from customers, front line service providers and management. Two techniques were used to measure perceived service quality. Questionnaire survey using SERVQUAL scale was implemented for gathering data. Followed by an in-depth interview to elicit issues from management. Details of the methodology and measurement procedure are illustrated inside the paper. The experiences of this study can bring further for future research on customer-driven fashion retailer.