Manish Madan (2012) in his research “Comparison of Customer Perception regarding Service Quality in Public and Private Insurance Companies Using Model SERQUAL”. The objective of the research was to find out customer perception and expectations regarding service quality in public and private insurance companies and to compare customer perception in public and private insurance regarding service quality. The questionnaire consists of 22 statements grouped into 5 parameters: tangibility, reliability, responsiveness, assurance and empathy. To determine customer perception, a 7-point Likert scale was used to determine the variance in perception. A sample of 100 respondents was retained. The result of the research was that customers have a higher perception of service quality in public insurance companies than in private insurance companies. Dharmesh Motwani (2012) in his study “An Empirical Study of Customer Expectations and Perception in Organized Retail Sector” analyzed that there are various parameters. judging customer satisfaction with a product in the goods industry. But the scenario is quite different in the service sector like catering, aviation, etc. Here, service quality plays a key role in determining the satisfaction level and also helps in identifying the gap between expectations and perception of the outlets organized using the SERVQUAL model. this was proposed by Parasuram's et al (1988). Abraham & Yaseen (2011) conducted a research on “Prospects of Service Quality and Customer Satisfaction in Commercial Banks Working in India”. The objective of the research was to examine the level of service quality perceived by customers of commercial banks working in India and its effect...... middle of paper ......d through consumption behavior consumers by their usual clientele. visiting the store, purchasing products and recommending stores to others. Parikh (2006) stated that “as organized retailing grows in India, retail stores in India will need to improve the quality of their services in order to successfully compete with global or dominant players in the market. It is therefore necessary to understand the requirements and needs of customers through appropriate interaction to evaluate the quality of service, determine the drawbacks and improve it. Azhagan and Nagarajan (2011) analyzed that “most customers prefer organized retail sector because of more Tangibility and Empathy towards its customers”. In order to acquire new customers and retain the old ones, the organized retail store must improve the level of customer service and provide assured service to its customers..