The present study on Service Quality (SERVQUAL) holds that SERVQUAL primarily determines the customer value which in turn contributes to the customer retention and loyalty. Realizing the paramount role of SERVQUAL in services marketing, more specifically in a customer intensive industry like...

The objective of the study is to check the validity and reliability of the instrument that is a significant modification of Retail Service Quality Scale (RSQS) and has been adapted for measuring service quality in branchless banking sector of Pakistan. Sample was chosen on the basis of purposive...