服务质量需要保持在更高的水平，因为它是提高客户满意度的决定性因素。一项研究是由阿诺德·雷诺兹,思考和Lueg(2005)关注于取悦客户的零售环境,并从研究结果显示表明它是不够的现代零售企业简单地满足顾客,而是需要关注不同的重要领域为顾客提供价值。市场竞争非常激烈，国内和国际零售商相互竞争，顾客之间有24 * 7的购物期望，便利的零售场所等。在顾客的期望越来越大的情况下，零售商很难通过满足顾客的需求来确保自己的生存。相反，这项研究的结果表明，零售商需要调整策略，以使顾客满意，从而使顾客满意。他们需要超越客户的期望，这样他们才能确保业务的增长和生存(阿诺德，雷诺兹，庞德，鲁格，2005)。
As the given research is focused towards analysing the customer services and its impact on the retention of customers in the retail industry of UK, the literature analysis in particular is focused towards the important aspects related to customer services, their satisfaction and ultimately on their retention within organisation. Service quality concept has been defined by Schneider (2004) as the judgment provided by the customers concerning the effectiveness or high value from the products and services as provided by the service providers. Customers usually expect more from their service providers, and by maintaining the quality of services at a higher level. Schnieder (2004) has identified that improved overall customer satisfaction can be achieved. Service quality can be measured as per Verma (2007) by way of analysing two important aspects such as technical quality or it can be in the form of functional quality. The concept of technical quality indicates the core benefits as received by customers from consuming a product whereas the functional quality is all about the ways in which services are being received by the customers. Both these aspects of customer service are essential to consider in satisfying its customers. Allen and Wilburn (2002) have also identified the existence of positive relationship between customer satisfaction and their retention within organisation.
Service quality needs to be maintained at a higher level because it is the determining factor to achieving higher level of satisfaction within customers. A study was conducted by Arnold, Reynolds, Ponder and Lueg (2005) is focused towards delighting customers in respect to the retail context, and the findings as revealed from the study indicated that it is not sufficient to modern day retail companies to simply satisfy their customers, rather they need to focus on different important areas of providing value to their customers. The market has been highly competitive with domestic and international retailers competing against each other, 24*7 shopping expectations within customers, convenient retail locations etc. Amidst such larger expectations of customers, it is highly difficult for the retailers to ensure their survival just by satisfying their customers. Rather the findings of the study indicated that retailers need to adapt strategies aimed at exceeding customer satisfaction by way of delighting them. They need to exceed the customer expectations so that they can ensure the growth and survival in their business (Arnold, Reynolds, Ponder and Lueg, 2005).