Analyze the quality of service from the perception of end - user: Case of Co-op mart Nguyen Dinh Chieu (NDC) in Ho Chi Minh city

Abstract

Supermarket is becoming very necessary demand for people in a modern city nowadays. Therefore, supermarkets in Ho Chi Minh are born at quickly speed. More and more large as well as small ones have been launched to satisfy all customers‟ demand. The diversity of characteristics in supermarket service makes the competition on quality.

Under the pressure of recessing economic, high competition, service quality and customer satisfaction, once again, are mentioned in this research with the purpose to serve customers better and increase the number of clients coming to CO-OP MART (NDC)

After doing the qualitative research, the measurement scale is drawn including

26 attributes of five dimensions. Then, it is time for quantitative research to collect and analyze 150 valid questionnaires by SPSS. The main objective in my study is to identify the gap between customer‟s expectation and perception and give useful recommendation

to attract more customers going shopping at supermarket.

This research provides helpful solutions not only for CO-OP MART (NDC)

but also for other supermarket having the same size in the chain CO-OP MART.