Service quality is a critical component of customer perceptions about
the service. Customers perceive services in terms of its quality and how
satisfied they are overall with their experiences. In retail in
particular, margins are tightly squeezed and therefore customer service
quality may be the key indicator of added value. RSQS is the model
specifically designed to measure the service quality of Retail Stores.
Using dimensions i.e., physical looks, convenience, reliability,
personal interaction, problem solving and general policy, this model is
used to measure service quality at SportsDirect in Wrexham. The primary
or principal data collected in this study has been from two branches of
SportsDirect in Wrexham. These have been collected from 300 customers
using convenience sampling. From the gap score analysis carried out, it
was found that, the overall service quality is low as perceived by
customers in SportsDirect stores and hence no customer satisfaction is
observed. Also consumers receive less than expected experience from the
SportsDirect stores.