| dc.description.abstract | Along with the rapid economic development in many aspects nowadays, parallel with positive changes in legislation, retail environment in Vietnam has a significant change and it is considered as a potential market. In the modern market, more and more convenience stores have been opened such as FoodcoMart, G7 Mart, 24/7, Hapro Mart, Cirle K, Home, and so on. Along with the trend of the market, FoodcoMart convenience stores chain was opened to regulate supply and demand, and stabilize domestic prices. It is the time to conduct a study about customer satisfaction toward FoodcoMart’s services after 3 years of operating.
This research aims to achieve 3 main goals. The first purpose of this research is
to identify the factors belonging to the service convenience that affect the customer satisfaction towards Foodcomart’ service. After that this research aims to find out the level of satisfaction of Ho Chi Minh customers towards Foodcomart’ service and from that some feasible recommendations are designed for the company to help the manager have the right decision to develop the company’s strategy in the future.
The model of Service convenience (Berry, 2002) was used in this research with five factors: decision convenience, access convenience, transaction convenience, benefit convenience, and post – benefit convenience. This research is done throughout questionnaire delivering to 250 customers of FoodcoMart in Ho Chi Minh City. As the results, 125 valid ones are coded and analyzed. The results also show that there are only 3 components extracted from 5 initial ones of service convenience model and there is significant impact of
service convenience on customer satisfaction. | en_US |
