Dataset on Customer perception about across cost-leadership and differentiation hypermarkets

Dataset of service quality, servicescape, perceived value, and customer satisfaction across cost-leadership and differentiation hypermarkets in Malaysia. The time frame of data collection consisted of August-October 2025 and incorporated a structured questionnaire (self-administered), which was given at the hypermarket entrances/exits. Out of 480 questionnaires that were sent out, 405 response that was usable were retained (cost-leadership: n = 201; differentiation: n = 204). The data (Raw Data.xlsx) consists of demographic variables (gender, age, race, education, and income) and 37 Likert scale items with a 7-point scale (service quality: 9 items; servicescape: 14 items; perceived value: 4 items; satisfaction: 10 items).