Assessment of external service quality of vishal mega mart: An empirical study Dr. Sharma Rajan1, Ms. Tina2 1Assistant Professor, Institute of Management Studies, Kurukshetra University, Kurukshetra. drrajansharma@hotmail.com rajansharma@kuk.ac.in 2Research Scholar, University School of Management Kurukshetra University, Kurukshetra Online published on 8 May, 2019. Abstract Service organizations must strive for delivery of best quality services in order to satisfy and delight customers. There have been many researches focusing on the assessment of quality of services from time to time. This paper is an attempt to study quality of services offered by Vishal Mega-Mart through SERVQUAL. The SERVQUAL instrument developed by Parasuraman, Zeithaml and Berry has been used with certain level of customization for the assessment of the service quality. The actual service delivery falls short of the expectations of customers of Vishal Mega Mart on many of the service quality dimensions. On certain dimensions the gap is acute and required more focus of the organization. The paper further attempt to suggest the areas of service quality requiring attention of the service provider, so as to improve the service quality and to meet and exceed the needs and expectations of the customers. Top Keywords Service Quality, SERVQUAL, Vishal Mega-Mart, Organized Retailing, customer satisfaction, customer expectation. Top |