Retail industry is one of the fastest growing sectors in India. Given the factor of urgency to survive in this environment of fast paced development, retailers are on the looking for ways to sustain and expand their position in the market. Exploring deeper into the need to do so, various researchers, have come up with various methods and suggestions. This paper aims to study how the service quality influences the retail store image that is created in minds of the organized retail customers of Trichy city. The five antecedents of service quality such as the reliability, assurance, tangibility, empathy and responsiveness are taken and the impact of these on retail store image is studied.