Abstract:

The measurement scale of service quality is mainly based upon SERVQUAL scale which was developed by three scholors. The first-hand data were obtained through interviewing and market investigation，and China’s cultural background and industrial characteristics were also taken into consideration. On this basis, a measurement scale of service quality which comprises 22 items that span four dimensions is developed for the retail service quality of popular casual brand garments by using software SPSS 16.0．Then, using structural equation modeling (SEM ), the feasibility of proposed scale which has good structural and fitting has been verified via software AMOS7.0. And analysis of the influence of every dimension of service quality on overall service quality shows that service attitude, reproducibility, reliability but tangible dimension have positive and significant influence on overall service quality.