An Application of the Disconfirmation Model for Assessing Service Quality of Retail Stores

Retail service currently is believed as an emerging business practice in industry which is designed to increase the well-being of customers. For gaining satisfaction of customer, retailers should improve their services to fulfill customer needs and demands. In this sense, service quality is considered as a critical factor for the success of the service providers since it is tightly related with customer satisfaction. This study tried to assess the service quality of retail stores using the disconfirmation model. It employs the di□erence between perceptions and expectations of customers. When the expectations are greater than the perceptions, the service quality is deemed low, vice versa. A case study was conducted in two of the most popular retail stores in Indonesia. This study is regarded to provide the owners of the retail businesses with valuable insights into the attributes that reflect the customers' perceptions as well as expectations.