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Explore how Chinese consumers evaluate retail service quality and satisfaction

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Abstract

The present study explores how Chinese consumers evaluate retail service quality and satisfaction. A questionnaire including items from SERVQUAL and RSQS was developed and administrated to a random sample of 556 Chinese consumers based on a literature review of retail service quality. The results of confirmatory factor analyses showed that neither SERVQUAL nor RSQS was able to fit the collected data appropriately. Employing exploratory and confirmatory factor analyses, a four-factor higher-order retail service quality model, ReServQual, in which interaction and trustworthiness, store environment, understanding the consumers, and policy were key dimensions, was identified. The current study contributes to the literature on service business research by reexamining and extending the existing service quality models in the Chinese context. Global and regional retailers should realize that consumers’ perceptions are country specific.

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Acknowledgments

The authors are grateful to the Managing Editor and anonymous reviewers for helping them improve the manuscript.

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Authors and Affiliations

  1. Macao Polytechnic Institute, Rua de Luis Gonzaga Gomes, Macao, China

    W. M. To & Joyce F. Y. Tam

  2. Hong Kong Shue Yan University, Hong Kong, China

    Millissa F. Y. Cheung

Authors
  1. W. M. To
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  2. Joyce F. Y. Tam
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  3. Millissa F. Y. Cheung
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Corresponding author

Correspondence to W. M. To.

Appendix

Appendix

See Table 8.

Table 8 Measurement items compiled from SERVQUAL and RSQS
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To, W.M., Tam, J.F.Y. & Cheung, M.F.Y. Explore how Chinese consumers evaluate retail service quality and satisfaction. Serv Bus 7, 121–142 (2013). https://doi.org/10.1007/s11628-012-0149-7

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