Service Quality and Customer Satisfaction in Convenience Stores : Case study of family mart in Ho Chi Minh City

Abstract

This research is conducted in order to develop a model measuring service quality of Family Mart convenient store, and study the impacts of the stores’ service quality on their customer satisfaction. The research has been conducted from March 2013 to May 2013 in Ho Chi Minh City. The reviewing of literature, related theories and former researches proposes different model of service quality. However, Retail Service Quality Scale (RSQS) model with 5 dimensions of service quality, which is developed specifically for retail industry by Dabholkar, Thorpe and Rentz (1996), is used for discussion in the preliminary individual depth interviews with respondents. After the reviewing the theories, the scale of RSQS is adjusted to be suit with the context of Family Mart convenient store in this study and applied into questionnaire design in data collecting stage. The answers from 250 respondents were analyzed by SPSS software and the final results come

up with 2 components of service quality of Family Mart convenient store that have positive relationship with its Customer satisfaction. The two components are Personal Interaction, and Problem Solving. Although there are limitations of this study, this study is proposed with some practical implications and recommendations in order to improve service quality as well as customer satisfaction level of convenient store retailing in Ho Chi Minh City.