Based on the double customer expectations—desired expectation and adequate expectation,an empirical research,taking retail service as an example,was conducted to analyze the influence of customer’s gender and shopping frequency on the double service quality expectations and zone of tolerance.The result shows that there are significant differences in different quality dimensions’ zone of tolerance and adequate expectation,but no significant differences in desired expectation.On most of the quality dimensions,there are significant differences between male and female customers’ zone of tolerance and adequate expectation.On all quality dimensions,there are no significant differences among different shopping frequency customers’ zone of tolerance and adequate expectation.According to the results,some effective policies for improving the retail service quality were proposed.