There is difference between service and quality. (2011) in the global economy quality is considered as a keyword for the survival of an organisation. According to Araghchi (2007, p.19) 'services are more of an act'. There is no clear definition what quality is and what managers can really do to achieve it while serving their customers. Gravin (1984) identified eight dimensions for product quality namely performance, features, reliability, conformance, durability, service ability, aesthetics and perceived quality. He comes up with five different definition approaches to define quality as transcendent approach, product-based approach, user -based approach, manufacturing-based approach and the value -based approach. The concept of quality:Īccording to Garvin (1984) for a competitive advantages product quality is an important issue. It is therefore necessary for any organisation to evaluate what their customers think about their products and services and help organisation to be competitive against their rivals. Today the retail industry with in the UK is facing greater challenges of globalisation and competition among rival retail units. The retail industry is one of the main and important service providers within economies. The review will look into the topics of services, service quality, customer perception and customer satisfaction.

The basic purpose of the literature review is to investigate the relevant literature and other available resources to understand it in a wider context.

Service Quality And Its Importance Marketing Essay 2.1 Introduction:

Service quality measures models