The trend toward service quality was initiated in the 1980s when marketers realized that a quality product was not, in itself, guaranteed to maintain competitive advantage. Customer service becomes a distinct and important aspect of the product /service offering. Research reveals that delivering high quality service is closely linked to profits, cost savings, and market share in many industries (Lovelock, 1996). In this paper, we investigate the possibility that the typology of a service as well as the operationalization (or otherwise) of the service measurement scale may determine the SQ construct. This paper investigate the reliability and validity of the SERVQUAL model in the Indian telecommunication environment and explore difference between expected service and perceived service an experienced by customer at retail outlets.                                                                                                                                            Keywords: Service typology, Customer services quality, Reliability and Validity, SERVQUAL