NGHIÊN CỨU CÁC YẾU TỐ CHẤT LƯỢNG VÀ DỊCH VỤ ẢNH HƯỞNG đến QUYẾT ĐỊNH MUA HÀNG CỦA SIÊU THỊ COOPMART BUÔN MA THUỘT

Luận án được chia thành năm chương: Chương 1: Giới thiệu. Chương này trình bày lý do chọn đề tài nghiên cứu, mục tiêu nghiên cứu, câu hỏi nghiên cứu, đối tượng và phạm vi nghiên cứu, phương pháp nghiên cứu, ý nghĩa của đề tài và ý nghĩa của đề tài. Chương 2: Cơ sở lý thuyết và mô hình nghiên cứu. Chương này trình bày cơ sở lý thuyết về các nhân tố ảnh hưởng đến quyết định mua sản phẩm, tổng quan về nghiên cứu các nhân tố ảnh hưởng đến quyết định mua sản phẩm, đề xuất mô hình nghiên cứu và các giả thuyết đặt ra. . lý thuyết nghiên cứu. Chương 3: Phương pháp nghiên cứu. Chương này trình bày quy trình nghiên cứu, phương pháp nghiên cứu định tính và định lượng, đưa ra mô hình nghiên cứu để điều chỉnh, xây dựng thang đo các biến trong mô hình nghiên cứu. Chương 4: Kết quả nghiên cứu. Chương này trình bày các kết quả nghiên cứu bao gồm kiểm định độ tin cậy của thang đo các biến trong mô hình nghiên cứu, phân tích các yếu tố EFA, mô hình hồi quy các yếu tố ảnh hưởng đến quyết định mua hàng, kiểm định giả thuyết, nghiên cứu, các vi phạm của hồi quy và thống kê mô tả của các biến trong mô hình nghiên cứu. Chương 5: Giải pháp và kết luận. Chương này trình bày hàm ý của các giải pháp giúp nâng cao chất lượng dịch vụ nhằm thu hút khách hàng. Chương này cũng trình bày những kết luận tóm tắt về kết quả nghiên cứu, những hạn chế của nghiên cứu và hướng nghiên cứu tiếp theo.

MAJOR: BUSINESS ADMINISTRATION

INSTRUCTOR: MBA Doan Thi Thuy Hai STUDENT: Nguyen Thi Ngoc Huyen

STUDENT ID: 24202100961

Da Nang, May 2022

From the analysis results, the research has also proposed managementimplications to improve service quality at Co.opmart Buon Ma Thuot supermarketbased on the development perspective of the supermarket; research results of the topic;Feedback from customers during the interview process, and some solutions to improveservice quality at Co.opmart Buon Ma Thuot supermarket.

Keywords: Service Quality, Purchasing Decisions, Physical Aspect, Reliability,Personal Interaction, Problem-Solving, and Policy

I hereby declare that the topic “Study on service quality factors affectingcustomers’ purchasing decisions at Co.opmart Buon Ma Thuot supermarket” uses datafrom statistics and actual surveys in 2022 And the research results have not beenpublished in any of theses.

Da Nang, 2022

Executor

Nguyen Thi Ngoc Huyen

I would also like to express my sincere thanks to the staff and employees ofCo.opmart Buon Ma Thuot supermarket for their dedicated guidance, knowledgesharing, and practical experience during the internship period at Co.opmart Buon MaThuot Business so that I can complete the internship in the best way.

Although I myself always try during the process of making the thesis,exchanging and learning knowledge from teachers, teachers, and other students as well

as referencing many research documents; however, shortcomings cannot be avoided

We look forward to receiving your comments, ideas, and suggestions

Finally, I would like to send my best wishes to the teachers of Duy TanUniversity and all the uncles and aunts who are working at Saigon – Trading andService One Member Limited Liability Company Ma Thuot

DISCLAIMER ii

ACKNOWLEDGMENTS iii

CHAPTER 1: RESEARCH OVERVIEW 1

1.1 THE URGENCY OF THE SUBJECT 1

1.2 OBJECTIVES OF THE STUDY 1

1.3 RESEARCH QUESTION 2

1.4 OBJECTS AND SCOPE OF THE STUDY 2

1.5 RESEARCH METHODS 2

1.6 PRACTICAL MEANINGS OF RESEARCH 3

1.7 STRUCTURE OF THE COURSE 3

CHAPTER 2: LITERATURE REVIEW 5

2.1 THEORETICAL REVIEW 5

2.1.1 Concept of “Service” 5

2.1.2 Concept of “Service Quality” 5

2.1.3 General theories about supermarkets 6

2.1.3.1 The concept of “Supermarket” 6

2.1.4 The concept of “ Customer: 7

2.1.5 The concept of “Consumer behavior” 7

2.2 THEORIES ON SERVICE QUALITY 10

2.2.1 The SERVQUAL scale of Parasuraman et al (1988) 10

2.2.2 Cronin and Taylor's SERVPERF scale (1992) 11

2.2.3 Dabholkar's Retail Service Quality Scale (RSQS) 11

2.3 PREVIOUS RESEARCH MODELS 12

2.3.1 Model “Experimental on retail service quality and their impact on customer loyalty in supermarkets in Jaffna district, Sri Lanka” by Kajenthiran et al (2017) 12

2.3.2 The antecedent and intermediate model of Dabholkar et al (2000) 13

2.3.3 “Service Quality, Customer Satisfaction and Loyalty in Ho Chi Minh City Supermarkets” by Nguyen Thi Mai Trang (2006) 14

2.3.4 “Service quality and customer study of convenience stores in Hanoi” by Phan Chi Anh et al (2016) 15

2.3.5 “Analysis of factors affecting customers' purchasing decisions at Co.op Food

convenience stores” by Nguyen Huong Thao (2015) 16

2.4 COMPARISON TABLE OF RESEARCH 17

2.5 PROPOSED RESEARCH MODEL 19

2.6 RESEARCH SUBJECTS 19

CHAPTER 3: RESEARCH METHODOLOGY 20

3.1 Overview of Saigon Co.op supermarket system 20

3.1.1 History of formation and development 20

3.1.2 Seize growth opportunities 20

3.1.3 Affirmation and development 21

3.1.4 Overview of Co.opmart Buon Ma Thuot 23

3.1.4.1 General introduction about Co.opmart Buon Ma Thuot supermarket 23

3.1.4.2 Operation of Co.opmart Buon Ma Thuot supermarket 24

3.1.6 Business results of Co.opmart Buon Ma Thuot supermarket in 2019-2021 27

3.2 RESEARCH PROCESS 28

3.3 RESEARCH METHODS 28

3.4 DATA COLLECTION 29

3.5 DESIGN AND DEVELOPMENT OF THE QUESTIONNAIRE 29

3.6 THE ORIGINAL SCALE 30

3.7 Preliminary Measurements 33

3.8 PRIME STUDY 35

3.9 THE SCALE AFTER CRIMINAL STUDY 35

3.10 OFFICIAL MEASUREMENTS 39

3.11 OFFICIAL STUDY 41

3.11.1 Research sample design 42

3.11.2 Data collection methods 42

3.11.3 Data analysis method 42

3.11.3.1 Descriptive analysis 43

3.11.3.2 Preliminary assessment of the scale by Cronbach's Alpha reliability coefficient 43

3.11.3.3 Evaluation of the scale by exploratory factor analysis (EFA) 43

3.11.3.4 Correlation and regression analysis 44

customers' purchasing decisions at Co.opmart supermarkets by T-test and Anova 44

3.12 DESCRIPTIVE STATISTIC OF VARIABLE 45

CHAPTER 4: RESEARCH RESULTS 46

4.1.1 Gender 46

4.1.2 Age 47

4.1.3 Occupation 47

4.1.4 Income 48

4.1.5 Frequence 50

4.2 ASSESSING THE RELIABILITY OF THE MEASUREMENT BY CRONBACH’S ALPHA 50

4.2.1 Cronbach's Alpha test for the independent variable 50

4.2.1.1 Cronbach's Alpha test for the factor "Physical Aspect " 51

4.2.1.2 Cronbach's Alpha test for the factor "Reliability" 51

4.2.1.3 Cronbach's Alpha test for the factor “ Personal Interaction ” 52

4.2.1.4 Cronbach's Alpha test for the factor "Problem-Solving" 53

Cronbach's Alpha test for the factor " Policy” 53

4.2.2 Cronbach's Alpha test for the dependent variable "Decision" 54

4.2 3 Summary after checking the reliability of Cronbach's Alpha 55

4.3 EFA DISCOVERY FACTOR ANALYSIS 55

4.3.1 EFA factor analysis for the independent variable 55

4.3.1.3 Testing the suitability of the EFA model (Kaiser-Meyer-Olkin) 55

4.2.2.3 Test of extracted variance of factors (% cumulative variance) 56

4.2.2.3 Factor loading factor test 58

4.2.3 EFA factor analysis for the dependent variable “Decision” 59

4.2.3.3 Integration test of the EFA model (Kaiser-Meyer-Olkin) 59

4.2.2.3 Barlett's test of correlation between observed variables 59

4.2.3.3 Check the extracted variance of the factors 60

4.3 MULTI-Variable Linear Regression ANALYSIS 60

4.3.1 Check correlation matrix between factors 60

4.4.2 Check model fit 61

4.4.3 Model Fit: Analysis of Variance ANOVA 62

4.4.4 Check for autocorrelation of residuals 62

4.4.5 Multicollinearity and Regression Test 63

4.4.6 Research hypothesis testing results 64

4.3 RESPONDENTS' DEMOGRAPHIC AND PURCHASE DECISION 64

4.5.1 Testing different based on Gender 65

4.5.2 Testing different based on Age 65

4.5.3 Testing different based on Occupation 65

4.5.4 Testing different based on Income 66

4.5.4.Testing different based on Frequence 66

4.6 Descriptive statistics of the independent and dependent variables 67

4.6.1 Descriptive statistics of the independent variables: 67

4.6.2 Descriptive statistics of dependent variables 69

Descriptive Statistics 69

CHAPTER 5: CONCLUSION AND RECOMMENDS 71

5.1 RESEARCH OVERVIEW 71

5.2 RESEARCH FINDINGS 71

5.3 SOLUTION IMPLICATIONS 72

5.3.1 Solution implications for the Physical Aspects 72

5.3.2 Solution implications for the Personal Interaction 72

5.3.2 Solution implications for the Reliability 72

5.3.4 Solution implications for the Problem Solving 72

5.3.5 Solution implications for the Policy 73

5.4.Limitations of the study 73

5.5 Further research direction 73

APPENDIX 74

REFERENCES 77

Figure 2.1 Model of Consumer Behavior (Philip Kotler’s, 2009) 10

Figure2.2 The SERVQUAL scale of Parasuraman et al (1988) 13

Figure 2.3 SERVPERF Scale (1992) 14

Figure 2.4 Retail Service Quality Scale (RSQS) 15

Figure 2.5 Customer Loyalty by Kajenthiran(2017) 16

Figure 2.6 The antecedent and intermediate model of Dabholkar et al (2000) 16

Figure 2.7 Service Quality, Customer Satisfaction and Loyalty in Ho Chi Minh City Supermarkets” by Nguyen Thi Mai Trang (2006)……… 18

Figure 2.8 “Service quality and customer study of convenience stores in Hanoi” by Phan Chi Anh et al (2016)……….19

Figure 2.9 “Analysis of factors affecting customers' purchasing decisions at Co.op Food convenience stores” by Nguyen Huong Thao (2015)……… 20

Figure 2.10 Proposed research model of service quality factors affecting customers' purchasing decisions at Co.opmart Buon Ma Thuot supermarket……… 24

Figure 3.1: Research process 36

Figure 4.1 Structure by gender 56

Figure 4.2 Structure by Age 58

Figure 4.3 Structure by occupation 60

Figure 4.4 Structure by income 61

Figure 4.5 Structure of frequency 63

Table 2.1 Comparison of prior studies 21

Table 3.1: Business results of Co.opmart Buon Ma Thuot in 2019-2021 34

Table 3.1 Original Scale 38

Table 3.2 Preliminary scale 42

Table 3.3 Scale after Criminal study 45

Table 3.4 Official scale 47

Table 4.1 Descriptive analysis of gender factors 56

Table 4.2: Descriptive analysis of age group factors 58

Table 4.3 Descriptive analysis of Occupation factors 59

Table 4.4 Descriptive analysis of income factors 60

Table 4.5 Descriptive analysis of Frequencefactors 61

Table 4.7 Cronbach's Alpha test for the factor "Physical Aspect" 63

Table 4.8 Cronbach's Alpha test for the factor "Reliability" 64

Table 4.9 Cronbach's Alpha test for the factor “ Personal Interaction ” 65

Table 4.10 Cronbach's Alpha test for the factor "Problem-Solving" 66

Table 4.11 Cronbach's Alpha test for the factor "Policy" 67

Table 4.12 Cronbach's Alpha test for the dependent variable "Decision" 69

Table 4.13 Testing the suitability of the EFA model (Kaiser-Meyer-Olkin) 70

Table 4.14 Testing the suitability of the EFA model (Kaiser-Meyer-Olkin) 71

Table 4.15 Test the extracted variance of the factors for the independent variable 72

Table 4.16 Factor loading coefficient test for independent variable 75

Table 4.17 Testing the integration of the EFA factor analysis model for the dependent variable 76

Table 4.18 Test the correlation between the observed variables for the dependent variable 76

Table 4.19 Test the extracted variance of the factors for the dependent variable 77

Table 4.20 Correlation matrix among factors 77

Table 4.21 R Square analysis on the fit of the regression equation 78

Table 4.22 ANOVA analysis on the fit of the regression equation 79

Table 4.24 The coefficient of the regression model to test the hypotheses of the

research model 80

Table 4.15: Descriptive statistics of purchase idecision by gender 82

Table 4.25 Descriptive statistics of the Physical Aspect 84

Table 4.26 Descriptive statistics of the Reliability 84

Table 4.27 Descriptive statistics of the Personal Interaction 85

Table 4.28 Descriptive statistics of the Problem-Solving 85

Table 4.28 Descriptive statistics of the Policy 86

Table 4.29 Descriptive statistics of the Decision 86

CHAPTER 1: RESEARCH OVERVIEW 1.1 THE URGENCY OF THE SUBJECT

According to enterprises, although in 2021, Vietnam’s retail market has a lowgrowth rate due to the heavy influence of the Covid-19 pandemic, in the long term,

it is still a potential market According to Aeon’s analysis, in the next 5-10 years,Vietnam’s economy in general and the retail industry, in particular, are verypotential with many favorable development conditions, when Vietnam is one of theleading countries in terms of economic growth Middle-class growth rate inSoutheast Asia (9.2%/year)

Therefore, to succeed and survive in today’s market, supermarket managersmust design strategies to enhance service quality to satisfy customers better thancompetitors Most companies agree that the basic strategy in the retail market is tobuild a high level of service quality in order to gain a competitive advantage

However, service marketers have found that in order to successfully buildservice quality as a competitive advantage, they need to first identify consumers’perceptions of service quality including which factor Due to the different culturalenvironment, consumers in different countries may have different perceptions ofservice quality in different types of services (Malhotra et al., 2005) Furthermore,most of the studies on service quality are carried out in developed countries (Herbig

thesis to see the current situation of service quality of the company

1.2 OBJECTIVES OF THE STUDY

Systematize the theory of service quality

Analyzing and assessing the status of service quality affecting consumers’purchasing decisions at Co.opmart Buon Ma Thuot supermarket

Proposing solutions to improve service quality at Co.opmart Buon Ma Thuotsupermarket

1.3 RESEARCH QUESTION

How do service quality factors affect customers’ purchasing decisions atCo.opmart Buon Ma Thuot?

What solutions should be given to improve service quality at the company?

1.4 OBJECTS AND SCOPE OF THE STUDY

a period of 2 months from February to April 2022

1.5 RESEARCH METHODS

Research is carried out through qualitative research and quantitative research:

- Qualitative research was conducted through experts to both discover and

confirm, adjust and supplement factors affecting shopping decisions at Co.opconvenience stores Food, and developed a scale for these factors and a scale forshopping decisions at Co.opmart Buon Ma Thuot supermarket

- Quantitative research is carried out by collecting information directly on

TPBMT consumers through survey questionnaires The sampling method in thisstudy is on the lenience sampling method Collected data will be processed usingSPSS 22.0 statistical software The scale is tested by Cronbach's Alpha coefficientand EFA exploratory factor analysis After preliminary evaluation, the theoreticalmodel is tested by linear regression analysis, thereby determining the magnitude ofthe impact The impact of factors affecting the purchase decision customers'shopping at convenience stores Co.op Food Next, T-Test and ANOVA tests wereperformed to compare the differences in influencing factors and purchasingdecisions between groups of customers with different personal characteristics.Finally, descriptive statistics of variables to determine which variable has a lowervalue than the mean value of the variable to have a basis for policy advice

1.6 PRACTICAL MEANINGS OF RESEARCH

The research results will give readers an overview of the influence of servicequality on customers' purchasing decisions at Co.opmart Buon Ma Thuot Fromthere, it is an objective scientific basis to help leaders analyze and evaluate thesituation, thereby offering solutions to improve customer care skills in their ownbusinesses

1.7 STRUCTURE OF THE COURSE

The thesis is divided into five chapters:

Chapter 1: Introduction This chapter presents the reason for choosing the researchtopic, research objectives, research questions, research object and scope, researchmethod, the topic's meaning, and the topic's meaning

Chapter 2: Theoretical basis and research model This chapter presents thetheoretical basis on the factors affecting the decision to buy products, an overview

of the research on the factors affecting the decision to buy the product, and proposes

a research model and sets of hypotheses research theory

Chapter 3: Research method This chapter presents the research process, qualitativeand quantitative research methods, gives a research model to adjust, and builds ascale of variables in the research model

Chapter 4: Research results This chapter presents research results including testingthe reliability of the scales of variables in the research model, analyzing EFAfactors, regression model of factors affecting container-buying decisions, testinghypotheses, research, the violations of regression, and descriptive statistics of thevariables in the research model.

Chapter 5: Implications of solutions and conclusions This chapter presents theimplications of solutions to help improve service quality to attract customers Thischapter also presents summary conclusions of the research results, the limitations ofthe research, and the next research direction

be tied to a physical product….

- Services are activities or a series of activities that are normally more

or less invisible to us in nature, but do not necessarily occur with the interactionbetween the customer and the other party service providers and/or physicalcapabilities of the product and/or supplier system that are offered as solutions to theconsumer problem (Gronroos, 1009)

In short, services are things that are similar to goods but are immaterial.Services include concurrency, inseparability, heterogeneity, intangibility, and non-storability

2.1.2 Concept of “Service Quality”

For a long time, researchers have tried to define and measure service quality:

- Lehtinen & Lehtinen (1982) argue that service quality must beassessed on two aspects, (1) service delivery process and (2) service results

namely (1) technical quality, which is what the customer receives, and (2)functional quality, explain how the service is provided

- When it comes to service quality, we cannot fail to mention the greatcontribution of Parasuraman et al (1998, 1991) Parasuraman et al (1988, p 17)define service quality as “the degree of difference between consumers' expectations

of a service and their perception of the service”

In a nutshell, service quality is the result of a cumulative customer evaluationprocess based on a comparison between the expected (or anticipated) quality andthe level of quality the customer has received Or it can be said another way:Service quality is always compared with the level of customer satisfaction afterconsuming the service.

2.1.3 General theories about supermarkets

2.1.3.1 The concept of “Supermarket”

“Supermarket” is a word translated from a foreign language –

“supermarket” in English or “supermarché” in French Currently, the concept ofsupermarket is defined in many different ways According to Philip Kotler (2008), asupermarket is a relatively large self-service store with low cost, low-profit marginand a large volume of goods sold, ensuring full satisfaction of consumers' needs forfood, laundry detergents, cleaning agents and home care products According toMarc Benoun (1991), a supermarket is defined as a self-service retail store with anarea from 400m2 to 2,500m2 mainly selling food

In Vietnam, a supermarket is understood as a type of retail store with alarge scale, equipped with relatively modern facilities, self-service business andmainly sells items that meet the needs of customers daily consumption needs such

as food, beverages, household tools and other necessary items, According to theregulations on supermarkets and trade centers issued together with Decision No.1371/2004/QD -BTM dated September 24, 2004 of the Minister of Trade hasdefined: “Supermarket is a type of modern store; general or specialized business; arich and diversified structure of goods, quality assurance; meet the standards ofbusiness area, technical equipment and qualifications of management and businessorganization; have a convenient civilized service method to satisfy the shoppingneeds of customers”

In summary, there may be many different concepts of supermarkets, butpeople still see the most common features that distinguish supermarkets from othertypes of retail stores, that is, a supermarket is a type of civilized retail, progressive,modern, goods mainly meet daily consumption needs, apply self-service method,thereby creating the ability to satisfy the shopping needs of common consumergoods of all classes of people reside in society.

2.1.4 The concept of “ Customer:

Some views about customers

As Tom Peters once shared: Customers are "assets that add value" And of course, it

is the most important asset even though its value is not recognized in the company statement Therefore, companies need to always consider customers as capital that needs to be managed and constantly raise capital

The father of management - Peters Drucker - said that "creating customers" is the goal of the company When serving customers, remember that we are not helping them, but they are helping us by giving us the opportunity to serve

In short, a customer is a collection of individuals, groups of people, organizations,businesses, etc., who have a need to use a product and want to satisfy that need

2.1.5 The concept of “Consumer behavior”

The factors that lead to consumers' purchasing decisions are systematized asfollows:

Philip Kotler's model of consumer behavior (2009) shows that marketingfactors and environmental factors will affect consumers' consciousness, at whichpoint they will translate into necessary consumer responses buying However,because buyers always have different characteristics and buying decision-makingprocesses, it will cause buyers to have different responses and buying behavior.

2.1.6 Consumer buying decision process

The consumer buying decision process is divided into 5 steps as follows:

Step 1: Identify the need

At this time, the consumer realizes the problem and arises the need to buy, the need

to own the product This can be influenced by the stimulus of many different

factors, one of which is marketing messages, and advertising

Thus, for consumers who initially have no need to buy, product marketing must make them realize the difference between not owning and having a product, therebyforming a desire to have the product This is an indispensable first step in the consumer buying decision process

Step 2: Find information

After a need arises, consumers will conduct information search, this is also the second step in the consumer buying decision process

People look for more product information when their needs are high, product

information is less or product value is high The job of the marketer is to identify the group of information that their target customers tend to find, thereby providing product information in a clever and intelligent way to positively influence the purchase decision of the marketer consumers

Step 3: Select

In a market economy, competition is inevitable, businesses have more competitors, consumers have more choices One of the important steps influencing the consumer buying decision process is evaluating and choosing between similar products

Marketers need to pay attention to factors affecting purchasing decisions, such as: functions, product attributes, product utility, convenience of use, price, brand name

… Each customer segment will value different factors, it is important for

businesses to accurately identify the target customers they are targeting

Step 4: Make a decision and buy action

After evaluating and choosing the product they like, consumers will move to the stage of making a purchase decision and making a purchase Most likely they will choose products from the brand they like the most, but this will also be affected by anumber of factors such as:

- Attitude of friends and relatives

- Consumers' interest in the opinions of those around them

- Tendency to make decisions on the advice of others

- Unexpected situations occur (for example, products are out of stock,

products increase or decrease in price, etc

With the fourth step in the consumer buying decision process, preferences and purchase intentions are uncertain

Step 5: Reaction after buying

Post-purchase customer reactions and comments are the final step in the consumer's buying decision process

2.1.7 The relationship of service quality and purchase decision

Service quality, customer satisfaction and customer buying decision In previous studies, some researchers have conducted to assess customer satisfaction for mobile phone services ( Santouridis and Trivellas, 2010), library services (Kiran, 2010), public services (Akinboade et al., 2012), banking services (Ganguli and Roy, 2011) and supermarket services (Nguyen Thi, 2011) Mai Trang, 2006) The findings of the studies in the above fields show that customer loyalty is always influenced by the components of service quality; That is, there is a relationship between customer satisfaction and service quality Moreover, in the relationship between customer satisfaction and service quality, researchers have shown more precisely the meaningand measures of satisfaction and service quality Satisfaction and service quality have certain common characteristics, but overall satisfaction is a broader concept, while service quality focuses specifically on aspects of the service (Wilson et al., 2008) In addition, there is some evidence from previous studies conducted that shows that customer satisfaction is positively associated with repurchase intention, ability to recommend a product or service, and loyalty , and the profit This means that there is a positive correlation between customer satisfaction and purchase decision (Sivadas et al., 2000)

2.2.1 The SERVQUAL scale of Parasuraman et al (1988)

The first service quality model of Parasuraman, Zeithaml, and Berry (1985)said that the main key of service quality perceived by customers can be formedfrom 10 factors, which are: Reliability), Responsiveness, Competence, Access,Courtesy, Communication, Credibility, Security, Understanding Customers(understanding/knowing the customer), Tangibles

They believe that this scale covers almost all aspects of the service, but thescale shows that there is a complexity in the measurement, not reaching thediscriminatory value in some cases So, after two stages of model cleaning, theyreduced 10 factors to 5 elements of service quality called the SERVQUAL scale:Reliability, Responsiveness, Service capacity (Assurance), Empathy, and Tangibles(Parasuraman, Zeithaml and Berry 1988)

Figure2.2 The SERVQUAL scale of Parasuraman et al (1988)

2.2.2 Cronin and Taylor's SERVPERF scale (1992)

Based on the SERVQUAL model of Parasuraman et al This scale wasmodified by Cronin and Taylor (1992), giving birth to the SERVPERF model, avariant of SERQUAL The model defines service quality by measuring onlyperceived service quality (instead of measuring both perceived quality andexpectations like SERVQUAL) They argue that service quality is best reflected byperceived quality, regardless of the expected or assessed quality among the fivecomponents This conclusion has been supported by studies by Lee et al (2000),and Brady et al (2002)

Figure 2.3 SERVPERF Scale (1992)

2.2.3 Dabholkar's Retail Service Quality Scale (RSQS)

Dabholkar et al (1996) developed the Retail Service Quality (RSQS) scale.Based on qualitative research, service theory, SERVQUAL scale, RSQS includes 28variables, of which 17 are from SERVQUAL and 11 are developed by qualitativeresearch RSQS has five components, including (1) Physical aspects, (2) Reliability,

(3) Personal interaction, (4) Complaint handling (Problem-solving), and (5) Policy(Policy).

Figure 2.4 Retail Service Quality Scale (RSQS)

2.3 PREVIOUS RESEARCH MODELS

2.3.1 Model “Experimental on retail service quality and their impact on customer loyalty in supermarkets in Jaffna district, Sri Lanka” by

Kajenthiran et al (2017)

Physical AspectsReliabilitPersonal InteractionProblem-solvingPolicy

Retail Service Quality

Figure 2.5 Customer Loyalty by Kajenthiran(2017)

The study uses the retail service quality scale of Dabholkar et al (1996) Thescale is tested with 427 customers, the results show that all five service qualityfactors affect the loyalty of customers

2.3.2 The antecedent and intermediate model of Dabholkar et al (2000)

Figure 2.6 The antecedent and intermediate model of Dabholkar et al (2000)

This antecedent and intermediate quality assessment model has considered theantecedent factors, the intermediate factors and the results of service quality asfactors considered as prerequisites for better service quality and the relationship

Physical Aspects ReliabilityPersonal interactionProblem solvingPolicy

Customer Loyalty

between service quality and customer satisfaction and customer behavioralintentions Service quality is considered as the intersection between the servicequality premise model and the customer satisfaction mediating model The researchproblem of the authors when proposing the model is through determining thecustomer's assessment of service quality and satisfaction affected by actual buyingbehavior and purchase intention The core factor of customer satisfactionconsidering its correlation with the antecedents of service quality and through whichcustomers express their behavioral intentions.

2.3.3 “Service Quality, Customer Satisfaction and Loyalty in Ho Chi Minh City Supermarkets” by Nguyen Thi Mai Trang (2006)

Figure 2.7 Service Quality, Customer Satisfaction and Loyalty in Ho Chi Minh

City Supermarkets” by Nguyen Thi Mai Trang (2006)

This study uses the retail service quality scale (Dabholka et al., 1996).However, due to the scale developed by Dabholka et al (1996) and Tested in the

US, the cultural environment and development conditions of the supermarketsystem are different from the situation in Vietnam Therefore, the author conductsqualitative research to adjust, and Cut Sung the Fort part of the Supermarket servicequality in Vietnam

The scale is tested with 318 customers, the results show that all five servicequality factors affect customer loyalty in order of influence from low to high:safety, display, goods, premises and finally serving

Service quality

Quality goods

Staff Supermarket display

Supermarket Premises

supermarket safety

2.3.4 “Service quality and customer study of convenience stores in Hanoi” by Phan Chi Anh et al (2016)

Figure 2.8 “Service quality and customer study of convenience stores in Hanoi” by

Phan Chi Anh et al (2016)

Research “Service Quality and Customer Study of Convenience Stores inHanoi”

Based on the inheritance of RSQS and SERVQIAL models with additionaladjustments to suit the retail business environment in Vietnam, the article presents amodel to evaluate the service quality of convenience stores in Hanoi through 5elements constituting service quality:

- Tangibles refer to the appearance and display of the convenience store

-Reliability refers to the convenience store's ability to perform the service inaccoby promised

-Personal interaction refers to professional qualifications and polite service tocustomers, creating trust for convenience sta ore customers

Physical Aspects ReliabilityPersonal interactionProblem solvingPolicy

Customer Loyalty

returns and customer complaints.

-Policy refers to the convenience store's policy regarding customer service,parking, service hours, and credit cards

The authors conducted a survey and collected data from 664 customers buying

at Hanoi convenience stores Questionnaire with 32 A questionnaireut 5 factorsconstituting service quality and customer loyalty The analysis results show thattangible factors, policies and personal interactions have the most significant impact

on customer loyalty

2.3.5 “Analysis of factors affecting customers' purchasing decisions at Co.op Food convenience stores” by Nguyen Huong Thao (2015)

Figure 2.9 “Analysis of factors affecting customers' purchasing decisions at Co.op

Food convenience stores” by Nguyen Huong Thao (2015)

After distributing 200 questionnaires, 187 questionnaires were collected Inthe collected questionnaires, there are 19 invalid copies because they do notguarantee reliability when included in the analysis Therefore, the author removed

Shopping Convenience

Customer CareShopping Space

Brand ImageProximityValue-added Service

Price

Decide to buy at

a convenience store

these 19 invalid questionnaires, the remaining 168 were included in the dataanalysis The analysis results show that all factors have an impact on customers'purchasing decisions at Co.op Food convenience stores.

2.4 COMPARISON TABLE OF RESEARCH

Table 2.1 Comparison of prior studies

Reliability Personal

Interaction

Physical Aspects

Policy Problem

solving

Personal care

Specialty Quality

goods

Supermarket safety

Supermarket display

Brand image

2.5.

2.6 PROPOSED RESEARCH MODEL

Based on the theoretical basis of service quality combined with comparativeresults synthesized from previous studies, the author proposes a research model thatwill include 5 factors: Physical Aspects, Reliability, Personal interaction, Problem-solving, and Policy

Figure 2.10 Proposed research model of service quality factors affecting customers' purchasing decisions at Co.opmart Buon Ma Thuot supermarket

customers' purchasing decisions

H3: Personal interaction has a positive impact on customers' purchasingdecisions at Co.opmart Buon Ma Thuot Supermarket

H5: Problem-solving has a positive impact on customers' shopping decisions

at Co.opmart Buon Ma Thuot Supermarket

H6: Policy has a positive impact on customers' purchasing decisions atCo.opmart Buon Ma Thuot Supermarket

3.1 Overview of Saigon Co.op supermarket system

3.1.1 History of formation and development

Starting in 1989, after the 6th Party Congress, the country's economy changedfrom a subsidy mechanism to a socialist-oriented market economy, the old-fashioned cooperative economic model was really difficult and fell into a crisissituation that must be dissolved mass In such a context, on May 12, 1989 - Ho ChiMinh City People's Committee had the policy to transform the Management Board

of City Trading Cooperatives into Ho Chi Minh City Trading Cooperative Union Saigon Co.op with 2 direct functions of doing business and organizing andmobilizing the cooperative movement Saigon Co.op is a cooperative economicorganization on the principle of establishing collective ownership, autonomousproduction and business activities and self-responsibility

-3.1.2 Seize growth opportunities

From 1992 - 1997, along with the development of the country's economy,foreign investment capital into Vietnam made enterprises to be dynamic andcreative to seize business opportunities, learn management experience from foreignpartners Saigon Co.op has started with joint ventures with foreign companies toincrease resources for its development direction As one of the few units with adirect import-export license of the City, the import-export activities have developedstrongly, bringing high efficiency, contributing to establishing the prestige andposition of Saigon Co.op in the domestic and foreign markets country

The most prominent event was the opening of the first supermarket of theCo.opmart supermarket system, Co.opmart Cong Quynh on February 9, 1996, withthe help of international cooperative movements from Japan, Singapore andSweden Since then, a new and civilized retail business in line with the developmenttrend of Ho Chi Minh City has marked a new stage for Saigon Co.op.

3.1.3 Affirmation and development

The period 1998-2003 marked a new development stage for Saigon Co.op.The Law on Cooperatives was born in January 1997, and Saigon Co.op is a typicalmodel of cooperatives, vividly demonstrating the necessity and effectiveness of thecooperative economic model, contributing to creating favorable conditions new forthe cooperative movement across the country to develop

Realizing the importance of functional retail, leadership Saigon Co.op spendstime researching and learning from the experience of supermarket chains KF(Sweden), NTUC Fair Price (Singapore), Co.op (Japan) to create a supermarketsystem with specific characteristics of the cooperative model in Ho Chi Minh Cityand Vietnam

In 1998, Saigon Co.op has restructured its organization and personnel,focusing all its resources on investing heavily in retail The birth of Co.opmartsupermarkets in turn marked an important development stage: the formation of asupermarket chain branded Co.opmart

2002: Established Co.opmart Can Tho - The first provincial supermarket wasborn

2007: Saigon Co.op Development Investment Joint Stock Company - SCID Established Thanh Cong Joint Stock Company - SC IMEX

Development Investment Joint Stock Company - VDA.

2008: Launching a chain of safe and convenient food stores Co.opFood.2010: Developing the model of online retail via television HTV Co.op

Co.opmart supermarket system developed in all parts of the country,Co.opmart reached 50 supermarkets nationwide

Co.opmart Saigon in Hanoi capital - the first Northern supermarket was born.2012: Co.opmart changes the new Brand Identity

Commencement of construction of SC Vivo City Trade Center Is a jointventure project of SCID and Mapletree Group under the state economic groupTemasek - Singapore

2013: Grand opening of Co.opXtra plus supermarket in Thu Duc, Ho ChiMinh City

2014: Opening of SenseCity Shopping Center, a model that integrates avariety of products and services in the modern shopping space of Saigon Co.op,operated by SCID

2016: Launched the modern department store chain Co.op Smile with themission of modernizing the department store model familiar to Vietnamese people,bringing quality goods and good prices to customers

2017: Saigon Co.op and SCID company officially put Sense Market - atraditional market combined with modernity into operation to serve the shoppingand entertainment needs of domestic and foreign customers

2018: Launching a 24-hour convenience store model - Cheers This is theresult of many years of cooperation between Saigon Co.op (Vietnam) and NTUCFairPrice (Singapore).

As of 2018, Saigon Co.op reached 100 supermarkets across the country, morethan 600 points of sale with more than 1 million customers visiting and shoppingevery day

From 1992 – to 1997, along with the development of the country's economy,foreign investment capital into Vietnam made enterprises to be dynamic andcreative to seize business opportunities, land earn management experience from

foreign partners Saigon Co.op has started joint ventures with foreign companies to

increase resources for its development direction As one of the few units with adirect import-export license of the City, import-export activities have developedstrongly, bringing high efficiency, contributing to establishing the prestige andposition of Saigon Co.op on domestic and foreign markets

The most prominent event was the launch of the first supermarket of theCo.opmart supermarket system to be Co.opmart Cong Quynh on February 9, 1996,with the help of international cooperative movements from Japan, Singapore, andSweden Since then, a new and civilized retail business in line with the developmenttrend of Ho Chi Minh City marks a new stage for Saigon Co.op

3.1.4 Overview of Co.opmart Buon Ma Thuot

3.1.4.1 General introduction about Co.opmart Buon Ma Thuot supermarket

Company - Buon Ma Thuot

- Name is written in a foreign language: SAI GON- BUON MA THUOTTRADING SERVICE ONE MEMBER COMPANY LIMITED