| dc.description.abstract | As the branded convenience store chains gradually grow in Vietnam, especially in Ho
Chi Minh City, it is important to understand the diversity in various aspects of consumer
behavior among consumers. This paper examines the relationships among product quality,
service quality, perceived value, customer satisfaction, and behavioral intentions for Vietnamese
shoppers.
The data were collected from respondents who have purchased goods and services in any
branded convenience stores in Ho Chi Minh City within 6 months. A total of 200 usable
questionnaires were conducted by using the latest version SPSS and AMOS structural equation
modeling software. The testing results show that, for the direct path, product quality has a
significant, positive influence on customer satisfaction, and behavioral intentions. Also,
perceived value directly influences customer satisfaction and behavioral intentions and
satisfaction is an antecedent of behavioral intentions. For the indirect path, service quality has a
significant, positive influence on behavioral intentions through the customer satisfaction.
Managerial implications of these results are discussed.
Keywords: Product quality, service quality, perceived value, customer satisfaction,
behavioral intention, convenience store, structural equation model. | en_US |
