Service quality affecting customer satisfaction towards Co.opmart chain in Ho Chi Minh City

Abstract

Supermarket retail environment in Vietnam is a potential market that is changing quickly. When Vietnam joins World Trade Organization - WTO, the supermarket retail market will certainly more and more active because of the domestic participation and foreign companies in this field. Furthermore, personal income is increasing, customers expect products and services achieve better and higher quality than before. Therefore, to succeed and survive in the current market, supermarket managers must design strategies to enhance service quality to satisfy customers that is better than competitor. The majority of researches agree that the basic strategy in the retail market is to build a service quality at a high level in order to have competitive advantages. However, service marketers realize that to build a successful service quality as a competitive advantage, first they need to determine the factors included in consumer perceptions of service quality. Due to different cultural environment, consumers differ in each country may have different perceptions of service quality in each different type of service (Malhotra et al, 2005). Furthermore, most studies on the quality of services are implemented in the developed countries (Herbig & Genestre, 1996). Few studies about service quality accredited in Asian markets (Cui et al, 2003). Therefore, the objective of the study is to explore the service quality ingredients supermarket, build and test the model of the relationship between service quality and customer satisfaction in supermarkets in Ho Chi Minh City, especially is Co.opmart supermarket chain.