Marketing research is a key vehicle for understanding customers' expectations and perceptions of services offered in a retail environment. A company that does no marketing research is unlikely to understand its customers and may fail to adapt to customers changing attitudes and behavior.

A measurement scale that is widely used to measure customers' perceptions of services offered in a retail environment is SERVQUAL. SERVQUAL normally contains five dimensions of service quality.

In May 2022 Ralph Lauren opened their new flagship store in Melbourne at Chadstone Shopping Centre. The store is called the "World of Ralph Lauren" and a brief overview can be found here.

https://insideretail.com.au/stores/store-design/step-inside-the-world-of-ralph-lauren-202207

First, you need to briefly explain what SERVQUAL is and it can be useful to Ralph Lauren. Next, you need to design a very brief one-page questionnaire (maximum 10 questions) for measuring the service quality perceptions of customers at this new store using the SERVQUAL framework. Choose an appropriate measurement scale.