is an honorary industrial fellow of WMG, the University of Warwick. She is the Director of a consultancy fi rm providing a total solution on the administration, daily operation and marketing strategies to Hunter Douglas Gallery in Hong Kong. Hunter Douglas Gallery started in one retail shop and has now expanded to fi ve chain retail outlets. Her research interest is in the areas of customer relationships management and business-to-customer marketing. Sian S.L. Chanis currently a PhD candidate in the Department of Industrial and Systems Engineering of the Hong Kong Polytechnic University. Her research interests include customer satisfaction, relationship marketing, product design and development and technology management.ABSTRACT This study attempts to examine the impacts of the retail service quality dimension (that is, Personal Interaction, Policy, Physical Aspects, Reliability and Problem Solving) and the product quality dimension (including Features, Aesthetics and Customer-perceived Quality) on customer loyalty. It focuses on the store and staff levels of retail relationships, in particular on a specifi c sector of the retail industry, the curtain retail sector. Data were collected through a survey of existing customers of a window fashion gallery and further coded using the Statistical Package for the Social Sciences. The study shows that only three dimensions (Physical Aspects, Reliability and Problem Solving) are positively related to customer loyalty to store, and one dimension (Personal Interaction) of retail service quality is positively associated with customer loyalty to staff. By contributing to the body of knowledge in this area, this research adds signifi cant and valuable information on the marketing behaviour of customers in the curtain industry, which will be novel to many readers.