The Servqual Model in Fashion Retail

Running head: THE SERVQUAL MODEL IN FASHION RETAIL
The Benefits and Pitfalls of using SERVQUAL in Fashion Retail
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THE SERVQUAL MODEL IN FASHION RETAIL1
Executive summary
The main purpose of this project is to identify the benefits and pitfalls of using the SERVQUAL
Model in the Fashion Retail Service industry. It was being identified that the SERVQUAL
Model is quite beneficial in identifying customers’ expectations from a company and perceptions
of the industry in terms of the service quality. However, the model has few flaws broadly
classified into two categories, Theoretical and Operational. The paper also gives a few pieces of
recommendations to a marketer to help him or her effectively reap more benefits from the
SERVQUAL Model.

THE SERVQUAL MODEL IN FASHION RETAIL2
Table of Contents
1. Introduction to the Fashion Retail SERVICE industry................................................................3
2. What is SERVQUAL and how it is used to measure key success factors in services marketing4
3. The benefit to this industry..........................................................................................................5
4. Where does it lack in...................................................................................................................6
5. Recommendations to a marketer in terms of other tools to use for measuring success factors
more effectively...............................................................................................................................7
References........................................................................................................................................9