본 연구는 외국계 창고형 할인점과는 달리 고급화된‘한국형 할인점’의 서비스품질 차원과 측정척도가 異문화권인 중국 시장내 할인점에도 그대로 적용이 가능한지를 살펴보고자 하였다. 이를 위해 선행 연구의 고찰을 통해 한국내 대형 할인점의 서비스품질 측정 척도를 중국 소비자를 대상으로 설문 조사하여 중국 시장내 적용타당성을 실증적으로 검증하였다. 연구 결과 고급형 할인점의 서비스품질 측정모형은 중국 소비자에게도 신뢰성과 타당성이 있는 것으로 나타났다. 이로써 한국과 중국 소비자의 대형 할인점에 대한 서비스 품질 지각(perceived service quality)은 유사하며, 서비스 품질 차원 구조도 서비스품질이라는 고차요인아래 동일한 6개의 저차 요인(본원적 혜택, 프로모션, 인적상호작용, 물리적 측면, 정책, 부가적 편의성)으로 구성되어 있는 것으로 나타났다. 또한 할인점 서비스품질의 6개 차원 모두 중국 소비자의 재방문의도에 유의한 영향을 미치며 특히 부가적 편의성이 가장 중요한 차원으로 도출되었다. 이러한 연구 결과는 할인점 서비스품질 척도의 비교문화권에의 적용타당성을 보여주는 것이다. 또한 중국 시장내 출점을 가속화하는 한국 유통업체들이 후발업체로서의 단점을 극복하고 서비스품질 제고를 통한 차별화로 고객충성도를 높일 수 있음을 밝힌 것이다. 본 연구는 이러한 연구결과들을 토대로 마케터들에게 이론적, 실무적 시사점을 제안하고 향후 연구방향을 제시하였다.

This study examined whether the ‘dimensions of service quality’ and ‘measurement scales’ of high quality and service oriented ‘Korean type discount stores’, which are distinct from western type discount stores, can be applied to discount stores in China which is culturally different from Korea. Service quality measurement scales of Korean discount stores were developed based on previous studies, were used on Chinese consumers in order to empirically check the application validity. The results of this study found that the service quality measurement model of the Korean type discount store showed good reliability and validity for the Chinese consumers as well. This means that perceived service quality of discount stores for the Korean and Chinese consumers are very similar. Furthermore, ‘service quality’ which is a high order factor is composed of six sub dimensions such as basic benefit, promotion, personal interaction, physical aspects, policy, and additional convenience. Also, six dimensions of service quality significantly influence re-purchase intention, and specifically ‘additional convenience’ among six dimensions is found to be the most important factor. Consequently, this study showed feasibility of service quality scale between Korean and Chinese consumers cross culturally. In addition, this study pointed out that Korean retailers which accelerate opening stores in China can be overcome the defect of late entrants and to promote customer loyalty by differentiation of service quality. This study suggests the theoretical and empirical issues for marketers, and future studies for researchers.

This study examined whether the ‘dimensions of service quality’ and ‘measurement scales’ of high quality and service oriented ‘Korean type discount stores’, which are distinct from western type discount stores, can be applied to discount stores in China which is culturally different from Korea. Service quality measurement scales of Korean discount stores were developed based on previous studies, were used on Chinese consumers in order to empirically check the application validity. The results of this study found that the service quality measurement model of the Korean type discount store showed good reliability and validity for the Chinese consumers as well. This means that perceived service quality of discount stores for the Korean and Chinese consumers are very similar. Furthermore, ‘service quality’ which is a high order factor is composed of six sub dimensions such as basic benefit, promotion, personal interaction, physical aspects, policy, and additional convenience. Also, six dimensions of service quality significantly influence re-purchase intention, and specifically ‘additional convenience’ among six dimensions is found to be the most important factor. Consequently, this study showed feasibility of service quality scale between Korean and Chinese consumers cross culturally. In addition, this study pointed out that Korean retailers which accelerate opening stores in China can be overcome the defect of late entrants and to promote customer loyalty by differentiation of service quality. This study suggests the theoretical and empirical issues for marketers, and future studies for researchers.

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Korean-type discount store, Service quality Scale, China market, Application validity