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Explore how Chinese consumers evaluate retail service quality and satisfaction

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  • W. To
  • Joyce Tam
  • Millissa Cheung

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. Copyright Springer-Verlag 2013

Suggested Citation

  • W. To & Joyce Tam & Millissa Cheung, 2013. "Explore how Chinese consumers evaluate retail service quality and satisfaction," Service Business, Springer;Pan-Pacific Business Association, vol. 7(1), pages 121-142, March.
    • Handle: RePEc:spr:svcbiz:v:7:y:2013:i:1:p:121-142
    DOI: 10.1007/s11628-012-0149-7
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    References listed on IDEAS

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    1. Mário Raposo & Helena Alves & Paulo Duarte, 2009. "Dimensions of service quality and satisfaction in healthcare: a patient’s satisfaction index," Service Business, Springer;Pan-Pacific Business Association, vol. 3(1), pages 85-100, March.
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    Cited by:

    1. I-Chen Lee & Jui-fen Rachel Lu & Ching-Wen Fu & Ching-I Teng, 2017. "Why Can Some Service Employees Provide Service of a Consistently High Quality While Others Cannot?," Service Science, INFORMS, vol. 9(2), pages 167-180, June.
    2. Adi Alić & Emir Agić & Merima Činjarević, 2017. "The Importance of Store Image and Retail Service Quality in Private Brand Image-Building," Entrepreneurial Business and Economics Review, Centre for Strategic and International Entrepreneurship at the Cracow University of Economics., vol. 5(1), pages 27-42.
    3. Bomi Song & Changyong Lee & Byungun Yoon & Yongtae Park, 2016. "Diagnosing service quality using customer reviews: an index approach based on sentiment and gap analyses," Service Business, Springer;Pan-Pacific Business Association, vol. 10(4), pages 775-798, December.
    4. Millissa F. Y. Cheung & W. M. To, 2021. "The Effect of Consumer Perceptions of the Ethics of Retailers on Purchase Behavior and Word-of-Mouth: The Moderating Role of Ethical Beliefs," Journal of Business Ethics, Springer, vol. 171(4), pages 771-788, July.
    5. The Ninh Nguyen & Hoang Long Nguyen & Tuan Khanh Cao & Thi Thu Hoai Phan, 2016. "The Influence of Service Quality on Customer Loyalty Intentions: A Study in the Vietnam Retail Sector," Asian Social Science, Canadian Center of Science and Education, vol. 12(2), pages 112-112, February.
    6. Wai Ming To & Billy T. W. Yu & Peter K. C. Lee, 2018. "How Quality Management System Components Lead to Improvement in Service Organizations: A System Practitioner Perspective," Administrative Sciences, MDPI, vol. 8(4), pages 1-14, November.
    7. Andy Fred Wali, 2018. "Customer Relationship Management and Marketing Effectiveness," Paradigm, , vol. 22(2), pages 101-124, December.
    8. James Stanworth & Ryan Hsu & Huo-Tsan Chang, 2015. "Interpersonal service quality of the Chinese: determinants and behavioral drivers," Service Business, Springer;Pan-Pacific Business Association, vol. 9(3), pages 515-540, September.
    9. Millissa F. Y. Cheung & W. M. To, 2017. "The effect of organizational responses to service failures on customer satisfaction perception," Service Business, Springer;Pan-Pacific Business Association, vol. 11(4), pages 767-784, December.

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