Digital photo studio, Bardoli – measurement of service quality using SERVQUAL scale

For last two decades in India, we have witnessed a revolutionary change – in every phase of our life. Product market and gradually service market both are affected by this change - irrespective of nature of service organization-from a large corporate group to a small local business venture. This article deals with a study of service quality of a small local photo studio in Bardoli city – Digital Photo Studio. The photo studio service is one in which greater part of the service dominates intangible creation over a small tangible part. Rightly said, “Change is the only permanent thing in life”. The same is applicable for the business. Business today is no more business tomorrow. In such fast changing business scenario it is important to measure service quality of the service provided by the business organization. Limited research is done in measuring service quality of a photo studio. Measuring the service quality is always a difficult question for marketers. To overcome this difficulty research undertaken here has adopted SERVQUAL scale to measure the expectations and perceptions towards various attributes of photography service provided by Digital Photo Studio, Bardoli.