Measuring Service Quality of Apparel Stores using RSQS an Empirical Study of Albaha Region Saudi Arabia

This study explores the factors responsible for apparel retail service quality in Albaha region, Saudi Arabia (KSA). Further, it examines their hierarchical impact on apparel service quality in Albaha. For this study, primary data was collected through self-administered Retail Service Quality Scale (RSQS) using quota sampling technique. Out of 150 questionnaires, 108 questionnaires were finally found fit to be included for this study. Five apparel stores of Albaha region were selected for data collection. Multiple linear regression analysis was performed using SPSS software. The results of the study show that three dimensions have a significant impact on service quality (Physical Aspect, Problem solving and Policy) whereas two dimensions (Reliability and Personal interactions) were found to be highly insignificant factor. This deviation of results from the literature may be due to the cultural restrictions in KSA which needs to be further explored as customers in Al Baha are least willing to socialize and interact with the seller.