An influence of store image attributes on customer satisfaction : Comparative study between traditional grocery store and convenience store in HCM city
Abstract
Retail industry is always intensive competitive environment because of rapid change in consumer taste. Currently, retail industry experiences the shift of consumer preference from large retail outlets to smaller ones. Thereby the competition among small retail formats is under fire, in the case of Vietnam, traditional grocery store and convenience store represents for this rivalry. Therefore, it is necessary to conduct research for three purposes: identifying the interaction between store image attributes and customer satisfaction; examining the difference between traditional grocery stores and convenience stores about the influence level of each store image attribute on customer satisfaction; giving recommendations for owner of grocery store and convenience store.
There are 7 salient store image attributes which were chosen to include in this research. Quantitative approach was used to quantify numeric data and test relationship among variables. Therefore, survey was collected from customers who shop at traditional grocery store and convenience store in Ho Chi Minh City. After screening, 200 answers were qualified to conduct analysis step
Eventually, this study successfully discovered the significant relationship between independent variable: product quality, product assortment, convenience, store atmosphere and sales personnel and dependent variable: customer satisfaction. Moreover, retail formats are prove to have moderating effect on the relationship between predictors and outcome when different retail formats have distinctive influence factors. Specifically, customer satisfaction of traditional grocery store is contributed by product assortment, convenience and sales personnel, on the contrary, customer satisfaction of convenience store is determined by product quality and store atmosphere.