CONSUMER PERCEPTIONS OF RETAIL SERVICE QUALITY IN BULGARIA

Authors

Marious D. Tcherpokov, Brigham Young University

Keywords

consumer perceptions, retail service, Bulgaria, SERVQUAL, shopping experience

College

Marriott School of Management

Department

Management

Abstract

This project was Intended to provide Insights into refining and enriching of SERVQUAL, an existing service-quality instrument constructed by Parasuranam, Berry, and Zeithaml (1991), with respect to its applicability to (1) a global assessment of service quality and (2) in particular, to the retail sector. The description, objectives, methodology, and research results of the project are described in the following sections.

Recommended Citation

Tcherpokov, Marious D. (2014) "CONSUMER PERCEPTIONS OF RETAIL SERVICE QUALITY IN BULGARIA," Journal of Undergraduate Research: Vol. 2014: Iss. 1, Article 998.
Available at: https://scholarsarchive.byu.edu/jur/vol2014/iss1/998