Toward a measure of Chinese hypermarket retail service quality

Success in the increasingly competitive and significant Chinese hypermarket sector requires a systematic focus on service quality. Current measures of hypermarket retail service quality do not adequately capture how the Chinese customers evaluate their experience. This study describes the development of an instrument to measure hypermarket service quality suitable for customers socialised to Chinese culture. Drawing on existing exploratory work, we propose dimensions of Chinese hypermarket service quality and associated items to measure our proposed construct. Confirmatory factor analysis, using a second sample, confirms the dimensionality and validity of our proposed scale with 4 dimensions and 18 items.