Abstract

The purpose of this paper is to compare the two models SERVQUAL and SERVPERF measuring service quality. Based on a survey of 225 shoppers in HCMC, the findings show that SERVPERF outperforms SERVQUAL in its power to explain customer satisfaction towards retailing services in Vietnamese Supermarkets. The study also finds that all five components of SERVPERF including reliability, responsiveness, assurance, empathy and tangibles have significant impacts on customer satisfaction in supermarkets. Among these components, tangibles is the most important determinant.