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This paper examines the service quality perceptions of consumers towards retailers in Singapore. We applied SERVQUAL, a popular measure of service quality to a sample of 172 consumers to assess service quality perceptions, expectations and gaps in service quality. We first examined the dimensionality and reliability of this scale. Subsequently, analysis by various demographic groups revealed significant gaps in service quality; the gaps in quality were much higher for some service quality dimensions than for others. The implications of these results for Singapore retailers and retail entrepreneurs are then presented along with future research directions.

Diagnosing service quality in retailing: the case of Singapore