Factors Affecting Customer Loyalty To Retailers: The Case Of Bach Hoa Xanh Chain Store In Ho Chi Minh City

Abstract

The Covid-19 outbreak has been spreading globally over the past few years, killing millions of people and harming the global economy. The conflict between Russia and Ukraine is currently the most widely reported problem since it not only resulted in fatalities in the two at war nations but also offers serious hazards to a global economy that is trying to recover from the pandemic. As a result of reform, Vietnam has experienced rapid economic growth and more domestic consumption in recent years, which has contributed to the country's growing retail industry. Along with these shopping malls and supermarkets, Vietnam also has a large number of late-opening grocery stores and convenience stores. A chain of minisupermarkets owned by Mobile World Joint Stock Company (The Gioi Di Dong). called Bach Hoa Xanh specializes in selling fresh food and essentials. Recently, Bach Hoa Xanh had to close hundreds of stores to restructure, which is difficult as ever when the economy is in crisis like today. This research is conducted to identify factors that affect customer satisfaction to retail industry, especially Bach Hoa Xanh store chain in Binh Thanh district, Ho Chi Minh city. From that, can enhance customer loyalty of the business in order to improve revenue and profitability. The study model and survey are developed using both a qualitative and quantitative method in an effort to achieve these goals, and then descriptive statistics and inferential statistics are processed to discover important factors along with SPSS 20 Statistics tool.