Explore how Chinese consumers evaluate retail service quality and satisfaction

W. M. To, Joyce F.Y. Tam, Millissa F.Y. Cheung

Research output: Contribution to journalArticlepeer-review

33 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)121-142
Number of pages22
JournalService Business
Issue number1
Publication statusPublished - Mar 2013


  • Chinese consumers
  • Customer satisfaction
  • Retail service quality


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