Service quality improvement is the biggest challenge faced by many organizations in the era of competition. Due to the advancement and customers’ knowledge about product and services organizations are facing many challenges to satisfy them. In this research study we have discussed how service quality effected by process visibility and work stress. Qualitative study was conducted and over the phone interview approached helped us in collecting primary data. The results show that retail industry has become very modernized due to best utilization of technology and easy to access customers, but this brought challenges also.