In the modern business environment, service companies face the challenge of continuous improvement of the quality of services. Retail managers must use an adequate system for evaluating the quality of the services they provide within the retail establishment. One of the tools that managers use is SERVQUAL analysis, which consists of five dimensions in the traditional model. The aim of this paper is to highlight the importance and necessity of measuring the dimensions of service quality in retail outlets. The subject of this paper is investigating the attitudes of customers in a retail store in Bosnia and Herzegovina, on the perception and expectations of the quality of services provided to them. The results of the study indicate that the gap between performance and expectations of all dimensions is negative, i.e. that none of the performance according to the dimensions of the SERVQUAL model exceeded respondents' expectations.

中文翻译：

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衡量服务质量的维度

在现代商业环境中，服务公司面临着不断提高服务质量的挑战。零售经理必须使用适当的系统来评估他们在零售机构内提供的服务的质量。经理使用的工具之一是SERVQUAL分析，它在传统模型中包含五个维度。本文的目的是强调衡量零售店服务质量的重要性和必要性。本文的主题是调查波斯尼亚和黑塞哥维那一家零售商店中顾客的态度，以及对他们所提供服务质量的看法和期望。研究结果表明，各个方面的绩效与期望之间的差距为负，即