An Empirical Study of Customer Expectation and Perception in Organized Retail Sector

Contemporary marketing always suggest a marketer to measure customer satisfaction, which helps to enhance the market share. In goods industry various parameters are available to judge the satisfaction of customer towards the product, but in the case of service industry only quality of service derives the level of satisfaction. This paper is an attempt to identify the difference between expectation & perception of organized retail sector customers with the help of renowned model of service quality i.e. Parasuraman's et al (1988) SERVQUAL model