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The development of effective retailing strategies that are sensitive to cross-cultural differences would seem to be of considerable importance to their success in the global marketplace. Building on two existing models, SERVQUAL and RSQS, this study developed scales to examine service quality in Hong Kong's supermarkets. Based on intensive field study, we revised the existing service quality instruments and developed a new set of instruments to measure service quality in Hong Kong's markets. A new underlying structure emerged, suggesting that in Hong Kong, Chinese consumers perceived service quality in the regular supermarkets based on their purchasing process instead of from the tangible and non-tangible aspects found in previous studies. In the enhanced supermarkets, however, consumers perceived service quality differently than did the consumers in the regular type of store, suggesting a different model would be appropriate. Overall study results indicated that the measurement and underlying structure of service quality perception was not only industry and culture specific, but also specific to the form of retail structures that may enter the cultural mélange of the Chinese marketplace. [ABSTRACT FROM AUTHOR]