CUSTOMER PERCEPTION TOWARDS RETAIL STORE SERVICE QUALITY DIMENSIONS

Retailing requires a considerable understanding of the changing behavior of consumers. Realizing innovation in retailing has been one the most important institution for the firms in the sector to have competitive advertising by means of obtaining or increasing customer loyalty and their marketing performance and significant and certain importance in relation. Retailing consists of the sale of goods/ merchandise for personal or household consumption either from a fixed location such as a department store, or away from a fixed location and related subordinated services. In commerce, a retailer buys goods or products in large quantities from manufacturers or importers, either directly or through a wholesaler, and then sells in dividable items or small quantities to the general public or end user customers, usually in shop, also called store. Retailers are at the end of the supply chain. Shopping is buying sometimes as a recreational activity .Cheap versions of the latter are windows shopping (just looking, not buying) and browsing