| dc.description.abstract | This study investigates how the multi-attributes of a department store in customer perception affect their preference. It applied the research model framework S-R of Thang &Tan (2003) for Vietnam context which studied the relationship of customer retail behavior. In this study, nine attributes include merchandise, atmosphere, in-store service, facility, accessibility, reputation, post-transaction experience, promotion, and sale personnel are considered as the essential factors that contribute to customers’ preference. Three stores Diamond, Vincom Center and Parkson Saigon Tourism Plaza, which are considered one of the first appearances of the department store in Vietnam, were focused in this study. Data was collected through online survey forms which delivered to respondents used to visit those stores in the past. A total of 320 respondents completed the questionnaires by convenient sampling method in one month. Data is analyzed by ANOVA one-way test to clarify the difference between individual attributes, and logistic regression to find out the most important attributes which affect to customers’ preference. The findings provide empirical support that store preference is positively influenced by the efficiency of multi-attributes in customers’ perception, including merchandise, atmosphere, facility, accessibility, sale personnel, reputation, and in-store service. The efficiency of attributes in a store can enhance the preference of customer towards to that store, especially with three attributes merchandise, atmosphere, and facility in Vietnamese market. Consequently, retailers can attract more customers by developing and improving those empirical key attributes. Based on the preference outcome, retailers have chances to turn visitors to loyalty customers, and increase the store patronage’s level in the future. Theoretical and managerial implications of the findings are discussed and further researches are suggested. Keywords: department store, Vietnam retail market, store image, store multi-attributes, customer perception, store preference | en_US |
