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VGU RESEARCH REPOSITORY


Please use this identifier to cite or link to this item: https://epub.vgu.edu.vn/handle/dlibvgu/856
Title: The determinants of customer satisfaction - the case study of Coop-mart supermarket in HCMC
Authors: Pham Le Ngoc Han 
Keywords: Customer satisfaction;Supermarkets;Coopmart
Issue Date: 2014
Publisher: Vietnamese-German University
Abstract: 
According to statistics, up to 2011, there were 450 supermarkets, around 80 commercial centers and over 2,000 stores all over Vietnam. Beside the modern distribution system, there were 8,591 traditional markets and about 1,200 temporary markets.
According to the assessment of Trade & Industry Ministry, value of goods flowing through the modern trade system is approximately 15% - 20%, 40% for traditional market, and the last for over 2 million retails.
With a population of 91 million consumers and economic growth rate averaged 6.37% from 2000 until 2012, Vietnam has been an attractive foreign investment destination. Moreover, consumer preference has been changing along with higher income, becoming sophisticated and improving living standard in recent years. In addition, Nguyen et al. (2007) claimed “little has been paid to transitional markets like Vietnam, where supermarkets are still a new retailing system, appealing primarily to upper class consumers in urban areas of the country”. Therefore, retailers have to take advantage of innovations to create their competitive advantages.
When a customer goes shop at certain supermarket, what make him/her keeping buying? And what are factors affecting his/her satisfaction? The retailers had to find out the answer to identify appropriate strategies for achieving their own goals. Based on that, the author executed a research to reveal the impact of service quality, product quality, policy, and physical aspect on customer contentment. The study was conducted by the survey questionnaire. A sample of 200 Coop-mart clients are living and working in Ho Chi Minh City. The result revealed that the service quality, the product quality, the policy, and the physical aspect have positive relationships with customer satisfaction.
URI(1): http://epub.vgu.edu.vn/handle/dlibvgu/856
Rights: Attribution-NonCommercial 4.0 International
Appears in Collections:MBA

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