| Summary: | The retail industry’s ability to create satisfactory experiences for
consumers remains to a considerable degree in the hands of
management and retail staff. This research’s central purpose was to
validate an instrument that assesses the perceived quality of service,
brand image, customer satisfaction and loyalty to traditional retail
stores in Portugal. The findings suggest that the scale’s 28 items can
be grouped into four main dimensions and applied to Portuguese
traditional retail businesses with good results. In addition, this
questionnaire can be a useful tool for traditional retail stores seeking
to understand customers’ perceptions. The assessment scale also
facilitates the ongoing search for customer satisfaction and loyalty by
revealing their drivers and moving traditional trade further along the
path towards quality service and better brand image. These
strategies, in turn, are reflected in excellent organisational
performance and higher profitability.
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