Abstract Retail management: Measuring Service Quality in the Context of Indian Super Market (A study of Ahmedabad and Gandhinagar

based supermarkets).
The success of organized retailing in India mainly depends on delivery of services through quality improvements. In service organizations, customer-perceived service quality is considered one of the key determinants of business performance. Service quality is being increasingly perceived as a tool to increase value for the consumer; as a means of positioning in a competitive environment to ensure consumer satisfaction, retention and make them a regular customer. The present study evaluates the Retail Service Quality Scale (RSQS) developed in the U.S. and is considered valid across a variety of formats and cultural contexts. The study has discovered the major factors that are considered by customers before selecting a particular Super Market. Existing research indicates that consumers are satisfied with the stores service quality which is most likely to remain loyal. We have applied Mall interception method for this research. The geographical coverage of the study is as follows: Ahmadabad
1) Star Bazaar

2)

Big Bazaar

3)

Reliance Retail ltd.

4)

D Mart

Gandhinagar
1) Vishal Mart

2)

Reliance Retail ltd.