Measuring Vietnamese Retail Service Quality: The Retail Service Quality Scale (RSQS) Validation and Application

Vietnam’s retail market has been viewed as one of the most attractive retail markets in the world with a high annual growth rate (Deloitte, 2019; World Bank, 2023). However, Vietnamese retailers have been perceived to lack a comprehensive understanding of both customer’s expectations and the quality of services delivered to customers. Therefore, it is imperative that academics and Vietnamese retail store management endeavor to develop the most suitable scale to measure and then to improve retail service quality. This paper examines the well-constructed scale, the Retail Service Quality Scale (RSQS) in the Vietnamese retail sector. With 618 customers’ responses, the retail service quality at the two stores were comprehensively measured and, the RSQS reliability and validation is confirmed in the Vietnamese retail context. Consequently, the weak points and dimensions in service quality perceived of each stores are identified, that can be considered as the firm basis for improving service quality in Vietnamese retail stores.