Service Quality and Customer Satisfaction in China’s Retail Chains: A Case Study of Mixue’s Offline Store
Year: 2025
Type: article
Study design: Observational Study
Abstract: By 2023, China’s tea beverage market exceeded RMB 140 billion, with future growth driven by domestic brands and shifting consumer preferences. In a competitive landscape with limited price and product differentiation, service quality becomes a key driver of business success. This study examines the role of offline service quality in driving customer satisfaction at Mixue, a leading domestic chain with over 30,000 stores nationwide. Using the American Customer Satisfaction Index and expectancy confirmation theory, the research examines four dimensions: environment, personnel, process, and product quality. Data were gathered through a survey of 87 customers at a Mixue store in Henan Province and analyzed using SPSS for reliability and structural equation modeling. Results show that perceived quality and confirmation significantly affect customer satisfaction, while initial expectations had a limited direct effect. Notably, younger customers placed greater emphasis on staff friendliness and interaction, whereas frequent visitors prioritised speed and convenience over interpersonal service. These results underscore the importance of segment-specific service strategies in the retail beverage sector. By linking Western service quality models to Chinese retail practices, this study offers practical recommendations for improving operational consistency, enhancing employee training, and maintaining product reliability to sustain customer satisfaction and loyalty.
DOI: 10.14419/qprp5a69
Authors: Hanpu Liu, Panutporn Ruangchoengchum
Institution: Khon Kaen University
Language: English
Domain: Social Sciences
Open Access status: bronze
Funder: Khon Kaen University
OpenAlex ID: W4412494605