Dr. LEE BernardBougoure, UrsulaUrsulaBougoure2019-02-132019-02-132008Marketing landscapes: a pause for thought: conference proceedings of the 37th EMAC conference held 27-30 May 2008, Brighton, UK.9781905593422http://hdl.handle.net/20.500.11861/5531https://eprints.qut.edu.au/20935/1/c20935.pdfOpen access<br> This study empirically examines service qualitity dimensions across wet markets and supermarkets in Hong Kong. In doing so, this paper addresses numerous calls in the literature for the examination of western based theory in non-western settings to see whether our knowledge is universally applicable or culture bound. The findings of this study show initial evidence for the external validity of the SERVQUAL-P model in an Eastern context, with support gained for all four hypotheses. This study also provides practical advise for those in Hong Kong food retailing and in particular Wet Markets.This study empirically examines service quality dimensions across wet markets and supermarkets in Hong Kong. In doing so, this paper addresses numerous calls in the literature for the examination of western based theory in non-western settings to see whether our knowledge is universally applicable or culture bound. The findings of this study show initial evidence for the external validity of the SERVQUAL-P model in an Eastern context, with support gained for all four hypotheses. This study also provides practical advice for those in Hong Kong food retailing and in particular Wet Markets.enService QualitySERVQUAL-PFood RetailingHong KongConference Paper