Managing Service Quality to Gain Competitive Advantage in Retail Environment

There are dynamic changes occurring at the retail sale market. There is less emphasized maneuvring space for differentiation. The retailers offer similar assortment of the products with similar prices and quality. This opens more space for differentiation based on providing excellent services. The purpose of this paper is to give an insight into characteristics of retail market of the Federation of Bosnia and Herzegovina. Also, the importance of intensifying researches on service quality in the above-mentioned environment will be emphasized.