Factors affecting customers satisfaction and its impact on repurchase intention: An empirical analysis in the context of supermarket chains in Ha Noi, Vietnam.

Abstract

Currently, on the momentum of development and global integration, customers' shopping habits are also gradually changing, along with that they have higher requirements in choosing a shopping place. In addition, to maintain the image of supermarket chains, long-term profitability and promote the repurchase intention of many customers for supermarket chains is an important task for all companies and the competition between supermarket chains. In recent years, this issue has brought up a topic of real interest to many researchers. However, there are not many researchers analyzing this topic in Vietnam, especially on the supermarket chains in Vietnam, more specifically in the Hanoi market. The purpose of this research is to demonstrate the factors affecting customer satisfaction and its impact on repurchase intention for supermarket chains in Hanoi. This study is carried out by quantitative method through data collection and analysis of SPSS 20. On the basis of the results, we would like to make recommendations to help improve and enhance supermarket quality on customers' purchase intention for supermarket chains in the future. The results of the study indicate 3 main factors affecting customer satisfaction and its impact on repurchase intention at supermarket chains: (1) Product quality, (2) Perceived price and (3) Service quality. The results show that there are 3 control variables: gender, income, and supermarket sizes that affect customer satisfaction and repurchase intention. The mentioned factors have a positive relationship with satisfaction and its impact on repurchase intention. The purpose of the study was reached by analyzing 452 data in the way online survey.