In addition,Dobholkar, Thorpe, and Rentz in 1996 tested SERVQUAL and reported that this measurement has not
been adapted in some areas like retail store environment.
They proposed a new model so called Retail Service Quality Scale (RSQS).
Brady and Cronin proposed Hierarchical and Multidimensional model for service quality in 2001.
They combined Rust and Oliver (1994) three components model and Dabholkaret al.
(1996) the multilevel model.