A FRAMEWORK FOR ASSESSING RETAIL SERVICE QUALITY AND INTEGRATING IT INTO MANAGERIAL DECISION MAKING

Abstract

This article develops a methodological approach to managing retail service quality by combining customer evaluations with operational process outcomes. Its purpose is to propose an assessment system that supports both aggregate comparison and the identification of service weaknesses and managerial priorities. The study uses a conceptual synthesis of purposively selected scholarly literature, indicator operationalization, and formal modelling. It proposes a two-block architecture that distinguishes perceived service quality from process reliability, together with normalization rules and a separate control criterion for critical service requirements. The aggregate index should be interpreted alongside individual indicators and data coverage. The contribution is an assessment and decision protocol suitable for subsequent testing, rather than an empirically validated measurement scale.