Influence of three kinds of service quality on customer satisfaction

Because of the theory of two expectation levels, two kinds of service quality are put forth, which are named perceived service superiority (PSS) and perceived service adequacy (PSA) respectively. To find out which kind of service quality has the most significant influence on customer satisfaction in retail service, a survey is conducted and studied in this paper. Three structural equation models are constructed to compare the differences of perceived quality (PQ), perceived service superiority (PSS) and perceived service adequacy (PSA). It is found that all kinds of service quality have significant positive influence on customer satisfaction. Among them, perceived quality has the most significant influence on customer satisfaction. And perceived service adequacy has the least significant influence on customer satisfaction. Accordingly, some service quality management advices are derived for service quality improvement in retail enterprises.