Making Sense of SERVQUAL's Dimensions to the Chinese Customers in Macau

Abstract

To confirm the sustainability of the SERVQUAL framework within an Eastern business context, a replication study was conducted in Macau, a small place which is adjacent to Hong Kong and has just been returned to the PRC from the Portuguese administration. In March, 1999, about 230 customers of a local bank were surveyed on the 22 items of the SERVQUAL. Factor analysis established the existence of six service dimensions, which is different from the original findings of Parasuraman et al. (1988). The new solution thus requires considerably different interpretations.