Retail Service Quality Improvement in Vietnamese Supermarkets: Scale Development and Validation

This study examined two US-based service quality scales, SERVQUAL and RSQS in the Vietnamese retail sector. The newly developed scale with 22 items and four dimensions by which Vietnamese customers perceive and evaluate retail service quality (Tangibles, Reliability, Responsiveness and Empathy) was confirmed as appropriate for Vietnamese supermarkets. Based on the measurement results and the qualitative data outcomes, managerial recommendations were developed with suggestions to improve service quality in Vietnamese supermarkets. This research provides an important contribution to the development of understanding of service quality and its measurement and importance in the context of Vietnam.