| Abstract: | Abstract This study deals with the measurement of service quality at cellular retail outlets in the Indian environment with a focus on perception and expectation of service quality from the customer's perspective. The research was conducted via a structured questionnaire based on the SERVQUAL model. A literature review was conducted on service quality and its potential offering competitive advantage. This study provides evidence supporting the proposition that customers distinguish between the performance cues of the customer-contact employees. Service delivery systems should create positive moments of truth by ensuring that the point of customer's contact is reduced to minimum. |
