In 1996, Dabholkar et al. proposed

In 1996, Dabholkar et al. proposed ‘Retail Service Quality Scale’ that better used in measuring service quality in retail sector. In particular, the scale was developed to resolve the problem of uncovered dimensions of SERVQUAL, especially in the physical issues, such as location and parking area (Carman, 1990). This relates to the limitations of SERVQUAL within retail store environment found by Mehta, et al. (2000). Additionally, Dabholkar et al. (1996) mention about an inadequate focus on customers’ expectations and perceptions; although SERVQUAL has been widely used and valid in many studies, there are less empirical studies conducted within the scope of retail settings.