Comparative Study Of Service Quality Of Domestic And Foreign Funded Chain Supermarkets

The retail industry is undergoing dramatic changes. Consumers’ demand ofpursuing, convenience of life and also service quality of retail enterprises isincreasing; service quality therefore has become key criteria for retailers to be chosenby consumers. This paper selects the most representative Chinese andforeign-invested chain supermarket as samples, New huadu supermarket andWal-Mart. From aspects of consumer perceiving service quality, explores the factors’influence and their interactions on affecting the consumer perceived service quality ofthe two kinds enterprises on this basis and deduces the general rule fromcomprehensively comparative analysis, then draws useful conclusions to improveservice quality and provides important inspirations for the development of China’slarge chain supermarkets at last.Through the main conclusions of the empirical research: the service quality oflarge chain supermarkets contains five factors: entity, visibility, reliability,responsiveness, and company policies. There are some differences within domesticand foreign funded supermarket chains in the entity and visibility; Factors asreliability, responsiveness, and company policy have different impacts on consumers’perceived service quality of domestic and foreign funded chain supermarkets, but thedifference is not very obvious. From the consumer perception, the paper usesstructural equation model to analyse the samples, and compare the weight of differentfactors in the two kinds of chain supermarkets and service quality from the point thequalitative analysis. The research has made some conclusion, but because of thelimited of competence of the author, the paper is inevitable inadequacies.