Purpose – The purpose of this article is to study the construct of reputation in retail services, its dimensions and attributes from the store management perspective. Design/methodology/approach – The article adapts the conceptual model developed by Vidaver-Cohen who suggests that reputation predictors are formed by eight quality dimensions. In the first stage of the study 18 interviews were carried out. In the second stage a survey containing 170 statements was conducted. Findings – The main contribution lies on the identification of the context specific attributes of the quality dimensions of reputation and their content in retailing. Research limitations/implications – The study focuses on identifying reputation dimensions and their attributes and contents in the retail context. The empirical data were gathered from stores located in shopping centres. Practical implications – The study suggests that reputation management in the service sector might be easier if managers were better able to recognise the industry-related quality dimensions of reputation. In addition, stores should be more prepared for unforeseen, even disastrous events and publicity that may ruin their reputation in one way or another. Originality/value – Numerous researchers have recognised the critical role of reputation in marketing, but as yet empirical reputation studies are scarce, at least in retailing services.