Customer Expectations and Perceptions of Service Quality in Retail Apparel Specialty Stores

TLDR

The study examines how consumers’ expectations and perceptions of service quality differ in apparel specialty stores and evaluates service as a patronage criterion. Using the SERVQUAL scale, the authors calculate expectation‑perception gap scores while incorporating demographic variables such as race, marital status, and income. Factor analysis revealed four service‑quality dimensions—Personal Attention, Reliability, Tangibles, and Convenience—with the largest gap in Personal Attention; demographic differences affected Reliability and Convenience, and service was ranked third in importance after assortment and price.

Abstract

Examines the differences between consumers′ expectations and perceptions of service quality they received when shopping apparel specialty stores. Also takes into account consumer demographic characteristics. Utilizes SERVQUAL scale and methodology developed by Parasuraman et al ., (1991). Calculates gap scores by subtracting the expectation scores from the perception scores. Using a factor analysis procedure, four determinants of service quality emerged: (1) Personal Attention; (2) Reliability; (3) Tangibles; and (4) Convenience. Findings indicate greatest disparity between expectations and perceptions for the Personal Attention factor. Consumer demographic characteristics of race, marital status, and income provided significant differences between expectations and perceptions for Reliability and Convenience. Also considers the importance of service as a patronage criterion for apparel specialty store consumers. Indicates that service ranked third in importance behind merchandise assortment and price.