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 Dabholkar
et al. (1996) the multilevel model.