Manish Madan (2012) in his research “Comparison of customer perception towards service quality in public and private insurance companies using SERQUAL model”. The objective of the research was to find out the perception and expectations of customers on service quality in public and private insurance companies and to compare the perception of customers in public and private insurance regarding service quality. The questionnaire is made up of 22 statements, grouped into 5 parameters: tangibility, reliability, reactivity, safety and empathy. To determine the perception of customer satisfaction, a 7-point scale was used to determine the variance in perception. The sample size of 100 respondents was taken. The result of the research was that customers have a higher perception of service quality in public insurance companies compared to private insurance companies. Dharmesh Motwani (2012) in his study “An Empirical Study on Customer Expectations and Perceptions in Organized Retail Sector” analyzed that there are various parameters to judge customer satisfaction towards a product in goods industry. But the scenario is quite different in the service sector like restaurants, aviation, etc. here the service quality plays a crucial role in determining the level of satisfaction and also helps to identify the gap between expectation and perception of the organized outlets with the help of SERVQUAL model which was proposed by Parasuram's et al (1988). Abraham and 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 operating in India and its effect...... middle of paper ......d on consumer consumption behavior by their regulars visiting the store, purchasing goods and recommending stores to other people. Parikh (2006) stated that “With the development of organized retailing in India, retail stores in India will have to improve the quality of their services in order to compete successfully with global or dominant players in the market. Therefore it makes it necessary to understand the needs and requirements of customers through correct interaction to evaluate the quality of the service, determine the inconveniences and improve it. Azhagan and Nagarajan (2011) analyzed that “most of the customers prefer the organized retail sector due to more Tangibles and empathy towards their customers”. To acquire new customers and retain the old ones, the organized retail store should improve customer service level and provide safe service to its customers.