ABSTRACTService quality has received considerable attention from marketers. However, current measures of service quality do not adequately capture customers' perceptions of service quality for highly service oriented technical products retailing. This study explored the usefulness of SERVPERF, the perceptions component of SERVQUAL and a retail service quality scale (the DTR scale, proposed by Dabholkar et al. 1996) in measuring the service quality of electronic goods retailers, where service is an important component. Results indicate that SERVPERF is slightly better than the DTR scale. A modified scale comprising selected items from both scales was generated by factor analysis on the data collected. Five factors, namely ‘Service Personnel,’ ‘Physical Aspects,’ ‘Merchandise,’ ‘Confidence’ and ‘Parking’ consisting of a total of 21 items were derived. Results of the modified scale (termed herein SERVPERF TPR) measured the service quality of electronic retailers slightly more effectively than either the DTR or SERV-PERF scales.