| dc.description.abstract | The research aims to identify and evaluate the factors of service quality affecting on the store loyalty of LOTTE Mart. More specifically, it finds the answer for the question of whether the proposed retail service quality factors have impact on store loyalty and how much they can affect store loyalty.
To reach this goal, the study has been conducted from February 26th, 2017 to May 21st, 2017. The research’s conceptual framework is adjusted from Retail Service Quality Scale (RSQS) model which was introduced by Dabholkar, Thorpe and Rentz (1996) for better suit in the context of LOTTE Mart. Five independent factors were introduced in this studies including Personal Interaction, Store Policy, Physical Aspect, Reliability and Problem Solving.
The data collected from 220 consumers’ responses was analyzed using SPSS 20.0 version. The result indicated 3 factors of retail service quality that can have impact on store loyalty which are Store Policy, Reliability and Problem Solving.
Though limitation still exists in this study, practical application and recommendations are proposed for better improvement in store loyalty of retailers in Ho Chi Minh City. | en_US |
