| dc.description.abstract | ccording to the agreement that Vietnam government signed when joining to WTO,
Vietnam's retail market will be fully open by 2015. That means retail enterprises with
100% foreign capital can open their business in Vietnam. This leads to increasing the
attractiveness of Vietnam's retail market (The appearance and expansion of foreign
retailers in Vietnam), but it also increasingly fierce in competition. In current
situation, retailers in Vietnam have to face to many difficulties: the economy is in the
difficult period with the decline in the purchasing power of consumers; and the
intense competition of retail market. Therefore, to grow in difficult conditions,
retailers have to looking for ways to attract and satisfy customers to visit and
shopping.
In the case of AEON mall, they have done very well in attracting customers and made
them satisfy despite just opening for a short time (30,000 shopping and entertainment
visitors per day ,Saturday and Sunday, there are about 70,000 people / day). However,
how to retain customer is a big challenge for a young mall likes AEON mall.
Therefore, this study desire finds out the factors affecting customer loyalty of AEON
mall.
This research aims to achieve 3 main objectives. The first purpose of this research is
to identify the level of customer loyalty of AEON mall. After that this research aims
to identify the factors belonging to the service quality that affect the customer loyalty
and provide some recommendation for the marketers improve their service quality
and increase customer loyalty. Retail service quality scale of Dabholkar et al (RSQS)
(1996) is employed to make the framework for this study with 5 dimensions: Physical
Aspect, Reliability, Personal Interaction, Problem Solving and Policy. This research is
done throughout questionnaire delivering to 220 customers of AEON mall in Ho Chi
Minh City. As the results, 204 valid ones are coded and analyzed. The results also
show that there are only 2 components extracted from 5 initial ones of service quality
that significant impact on customer loyalty. | en_US |
