Measurement of service quality in retail sector and an application

In this study, expectations of customers on retail marketing and level of satisfaction have been researched. In the research, SERVQUAL model has been used to measure the service quality of the retail market. By using this model, the rate of customers' expectations from the services they get from retail stores has been determined, the received results have been compared in terms of demographic features such as age, gender, education level.According to the results of the survey, although the customers see their retail store quality, it has been observed that their expectations are not met exactly.Nowadays, the number of retail stores increase day by day, together with increasing competition supply of customer pleasure in these stores come to the fore. The most effective way of providing customer pleasure and making customers loyal is to represent high service quality. Hence, the most important target of the retail stores is to satisfy the customers about the service quality. The most important thing to reach this target is to follow closely the customer expectations by management and to adapt rapidly to changing expectations. Methods to improve the quality of service, such as total quality management, is adopted and implemented by all employees also will increase the quality of service.Key Words: SERVQUAL, Service Quality, Retail Marketing, Expectation, Satisfaction