| dc.description.abstract | After joining WTO in 2007, there are a lot of multinational retailers which invested and operated in Vietnamese market since it is evaluated as one of potential markets in the world. Especially, there is involvement of Big C retailer of Casino group which is a famous and prestigious firm in retailing business. In the context of strong competition with both foreign and domestic retailers, service quality is considered as a crucial factor that make distinct advantage for Big C to successfully compete with others. Therefore, it is necessary to conduct
the research “Determinants of retail service quality of supermarket- A case study of Big C”.
The main aim of this research is to identify and assess factors influencing retail service quality of Big C supermarket in Ho Chi Minh city, thereby some recommendations and suggestions will be given for Big C to improve its service quality. The research is tested by RSQS model with five initial independent variables (factors) and one dependent variable (retail service quality). The quantitative method is applied for this study and 287 questionnaires are collected by convenience sampling method. The data is collected in one
week, from April 22nd to April 28th in Ho Chi Minh city. After that, data is analyzed through
six steps by SPSS software.
According to the findings, there are four factors having impact on retail service, including Physical aspects, Personal interaction, Problem solving and Policy. Among them, Personal interaction has the strongest impact, following by Physical aspects and Problem solving. Policy, on the other hand, has negligible influence on retail service quality of Big C. The fifth factor which is Reliability is eliminated through the regression analysis since it does
not satisfy significance criterion. However, the impacts of four factors on Big C‟s service quality are not large in general, so it requires Big C to have more efforts to improve its service quality better. Although there are some limitations on time and scope of research, this
study is still desired as a source of reference for Big C to consult. | en_US |
