The service quality of the specialized supermarkets in hanoi city

To improve competitiveness and attract customers, thereby increase sales, expand market shares and establish a strong foothold in the market, each specialized supermarket is not only int

INTRODUCTION

1 Necessity of the research

Hanoi is the leading political center and is one of the economic, cultural and

scientific centers of the whole country In the past years, the strong development

of many forms of supermarkets has contributed to change the face of the city

towards the civilized and modern Besides the general business supermarkets

serving the various demands of the different customers, has increasingly

appeared the specialized business supermarket on the fixed commodities or

commodity groups

The specialized supermarket is a very specific business because it is the

product and services mixture Goods in the specialized supermarket are imported

from the same suppliers Most of the current commodities of the specialized

supermarket are similar Therefore, the difference among the specialized

supermarkets is not the goods quality but is the service quality The services of

the specialized supermarket are not only the normal sales services as other

retailer types but also the services arising from the goods characteristics of the

specialized supermarket beside the services that the specialized supermarket

provides to meet the demand of consumers

To improve competitiveness and attract customers, thereby increase sales,

expand market shares and establish a strong foothold in the market, each

specialized supermarket is not only interested in the brand, origin, quality and

price of the goods but also pays special attention to expand the service types and

improve the service quality The competition among the specialized

supermarkets is not only the product quality but also the service quality which

the specialized supermarkets provide

Unfortunately in fact, the specialized supermarkets do not always pay

adequate attention to this The reports on consumer’s satisfaction also indicated

that although consumers are willing to pay more for higher service quality

corresponding to the quality of the goods that they purchase However, the

service quality of the supermarket did not meet the customers’s expectations

(According to Thanh Nien in 2000; Commerce in 2005, 2006, 2007, 2009,

In Vietnam, according to the Author's knowledge until now there are two researches on the service quality and the service quality constituent elements in the supermarket: The first research, "Service quality, satisfaction, and loyalty of the supermarkets in Ho Chi Minh City"(Author Trang Nguyen,in 2006) The second research, "Factors affecting the quality of retail services in the supermarkets in Ho Chi Minh City" (Author Nhat Nguyen,in 2007) Two studies had different conclusions about the component elements of service quality in the supermarkets and were carried out in Ho Chi Minh City

Therefore, the research on the service quality of the specialized supermarket will have major theoretical contributions: (1) Clarify the theoretical issues about the specialized supermarket and the service quality of the specialized supermarket, (2) Identify the component elements and the assessment & measurement methodology of the service quality of the specialized supermarket (3) Build the study model on the service quality of the specialized supermarket

to continue the studies in other cities in Vietnam

Starting from the necessity in the practical operation of the specialized supermarket in Hanoi city, the necessity of the theory of the service quality of the specialized supermarket, the Author decided to choose the topic "The service quality of the specialized supermarkets in Hanoi city " that is the doctoral research topic

2 Research objectives of the thesis

The research objective of the thesis is to find the answers of five study questions:

(1) What is the evaluation model of the service quality and the theoretical framework of the specialized supermarket in the world and in Vietnam?

(2) What are the constituent factors of the service quality of the specialized supermarket?

(3)What is the customer’s expectation and perceptions about the service quality

of the specialized supermarket in Hanoi city?

(4) What are the strengths and weaknesses of the service quality of the

specialized supermarket in Hanoi city nowadays? Which causes lead to the

weaknesses of the service quality of the specialized supermarket in Hanoi at

present?

(5) What are the solutions to improve the service quality of the specialized

supermarkets in Hanoi city?

3 Objects and scope of the research

The study objects of the topic are the service quality, the specialized

supermarket and the service quality of the specialized supermarkets Specialized

supermarkets under regulations of the supermarket and commercial center

(9/2004)

The scope of the study: On the space aspect, the research is deployed in

Hanoi city On the time aspect, the secondary data: focus in the period from

2000 until now, the primary data: focus in 3 years: 2011 - 2012-2013

4 Research results of the thesis

Through the research, the Author has contributed some new knowledge about

the theoretical and practical aspects in business administration of the specialized

supermarket and in state management on the specialized supermarket

New theoretical con tributions: The thesis has new theoretical contributions

on service quality : (1) Develop and test the research model of the service

quality of the specialized supermarket (2) Determine the component factors,

observed variables and measurement scale of the service quality of the

specialized supermarket (3) Seek out new component factors of the service

quality of the specialized supermarket in Hanoi

On the practical aspect: the thesis has some contributions: (1) Find out the

expectations, perceptions and gaps of the service quality of the specialized

supermarket in Hanoi city (2) Determine the causes of the weakness of service

quality (3) Provide solutions for the specialized supermarket to improve the

service quality of the specialized supermarket to enhance competitiveness, more

satisfy consumer’s demands (4) Make recommendations to the state

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management body on the specialized supermarket to improve service quality in order to enhance competitiveness and ensure customer’s benefits

5 Structure of the thesis

To present the entire contents of the research, the dissertation structure is divided into seven main parts: (1) Introduction (2) Chapter 1: Research Overview (3) Chapter 2: Theoretical basis and study model (4) Chapter 3: Research methodology of the service quality of the specialized supermarket (5) Chapter 4: Results on assesment of service quality model of the specialized supermarket in Hanoi city (6) Chapter 5: Solutions and Recommendations to enhance the service quality of the specialized supermarkets in Hanoi city (7) Conclusions

CHAPTER 1: RESEARCH OVERVIEW 1.1 Service quality

1.1.1 Concept of service quality

When talking about service quality, without fail, we have to mention the huge contribution of Parasuraman and his associates (1985, 1988, 1991) Parasuraman and his associates (1988, page 17) defined service quality as "the difference levels between the customer’s expectations for the expected services and their perceptions about the experienced services" These Authors initiated and used the qualitative research and the quantitative research to build and test the component scale of service quality (called the SERVQUAL scale) [15, page 58]

1.1.2 Components of service quality

The SERVQUAL is a model measuring the customer’s evaluation levels based on the most important elements The assessment was generalized and based on the gaps between the customer's expectations of the expected services and the customer’s practical service use In the 1st research of Parasuraman and his associates (in 1985), the service quality comprise ten factors The SERVQUAL continue to be adjusted and tested in many different types of services In 1988, the research of Parasuraman and his associates collapsed the component factors Finally, The SERVQUAL consists of 22 observed variables measuring five components of service quality such as: (1) Reliability, (2) Tangibles (3) Responsiveness, (4) Assurance and (5) Empathy

1.2 Specialized supermarket

1.2.1 Concept of specialized supermarket

According to Regulation of supermarket and commercial center of Vietnam

Ministry of Trade (now the Ministry of Industry and Trade) in 2004, specialized

supermarket is the modern type of store; specialized business; divers &

abundant commodity structure, quality assurance; meet the criteria of business

area, technical equipments and management skills, business organization;

civilized &convenient service modes to satisfy customer’s demand of goods

procurement [3, page 3]

1.2.2 Classification of specialized supermarket

Under regulations, specialized supermarket is evaluated based on five

criteria: (1) business area, (2) the list of goods business, (3) buildings and

facilities, (4) warehouse system and technical equipments, (5) goods

organization

Table 1.5: Classification of specialized supermarket

Classification of

specialized

supermarket

Minimum Standards for

Business area(m2) No.of brand name

Source: Regulations of supermarket and commercial center management,

Ministry of Trade, in 2014

1.2.3 Service types of specialized supermarket

The specialized supermarket include three main types of services that are: (1)

Sales services; (2) Specialized goods services ; (3) Value added services of

specialized supermarket as a supplemental industry

Firstly, Sales services : These are the popular services like other retail services such as a free parking services, membership card issuance with member benefits, sales promotion program on holidays and birthdays, customer gratitude programs, free delivery services, goods returns services in regulated time

Secondly, Specialized goods services: These are the services associated with the nature of goods The main reason for these service types is because specialized supermarket provide narrow and deep product ranges, most customers can not fully understand the products At the same time, with the progress of technology, these products are continuously renewed therefore consumers can not update the product as much as the specialized supermarket For example, a specialized supermarket on living room furniture will be an expert on sofas and carpets such as tapestries, floor carpets, cleaning carpets Therefore, specialized supermarket must provide many services related to the product This is a type of characteristic service of specialized supermarket

Thirdly, Value added services of specialized supermarket : It may include services of warranty period extention after expiry of manufacturer’s warranty period Based on receipt manufacturer’s specifications and understand customer’s demand The specialized supermarkets provide additional warranty services, product maintenance at home, complementary product services from different suppliers, Services of old products shopping and new product replacement for customers who want to upgrade their products

2.3 Researches on retail service quality in the world and in Vietnam

Dabholka, Thorpe and Rentz (1996), based on qualitative research, previous service theory and the SERVQUAL scale, gave five basic components of retail service quality: 1 / Tangibles (physical aspects), 2 / Reliability, 3 / Personal interaction, 4 / Problem solving and 5/Policy Mehta and Associates (2000) have found that component elements and scale of retail service quality (RSQS) are more suitable to the retail environment "more goods than services," such as supermarket

Research ( Trang Nguyen, 2006) used the scale of retail service quality

(Dabholka & CTG, 1996) and adjusted , and additional components of service

quality of supermarkets in Vietnam Research: "Elements affecting quality of

retail services in supermarkets in Ho Chi Minh City" (Nhat Nguyen, 2007)

These researches just studied one or some retail types and by scientific articles

This is an important suggestion for further researches

CHAPTER 2: THEORETICAL BASIS AND RESEARCH MODEL

2.1 Rationale of service quality and specialized supermarket

2.1.1 Rationale of service quality

Based on research overview on service quality and retail service quality of

supermarket in the world and in Vietnam, Author focused on two research

models

Parasuraman’s reseach model of quality service: SERVQUAL model

consists of 5 component elements and 22 observed variables Pattern of retail

service quality evaluation (RSQS model) includes 5 components: (1)

Tangibles/Physical Aspects; (2) Reliability; (3) Personal interaction; (4)

Problem solving và (5) Policy

2.1.2 Rationale of specialized supermarket

The theory “the retail wheel” written by Proffesor Macolm P.McNair

Content of this theory has shown that: In the beginning, the retailers start with

the low price, simple operating regulations, and low profit Gradually, because

competition is increasing, they are required to enhance and improve their

services, collection of goods and equipment As a result, the business cost and

price have been raised This theory has been demonstrated via the decline of

large department store and the rise of supermarket focusing on some sets of

intensive goods [16, page 9]

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Also, the theory “Life cycle of store” has shown that: the traditional retailers and the first generation supermarket have been losing their positions in the market and have to find innovation to adapt competitive conditions Specialized stores and supermarkets are on the growth phase The majority of specialized stores and supermarkets are both acting internationally

Study of Levy and Weitz (2009) has shown that there are 6 elements determining the success of retail in general and specialized supermarket in particular They are: (1) location of specialized supermarket; (2) goods of specialized supermarket; (3) retail price; (4) Information from and to customers; (5) designing and display; (6) customer service

2.2 Research models of service quality 2.3 Development of research pattern of service quality of specialized supermarket

The first trend of study based on Gronroos’s studies has focused on service quality study composed with 2 main elements, technical quality and functional quality The second one is based on Parasuraman’s study These studies follow trend of basing on five elements composing service quality, which was shown by Parasuraman in 1988

Table 2.1: Synthesis of component elements of service quality based on Parasuraman’s research direction

Component elements

Model of Parasuraman, Zeithaml and Berry

Model of Cronin and Taylor

Model of Dabholkar, Thorpe and Reztz

Assurance X X

• Parasuraman(1988), Dadhoka (1996)

• Kaul(2007), Torlak(2010)

• Parasuraman(1988), Dadhoka (1996)

• Rodolfo (2000), Sum(2010)

• Dadhoka (1996), Mehta(2000)

• Siu (2001), Jin(2002)

• Dadhoka (1996), Mehta(2005)

• Siu(2001), Kaul(2005)

Figure 2.1: Research model on service quality of specialized supermarket

Author’s research model based on inheritance of 3 research models:

(1)Gronroos’ research model on functional quality (2) Parasuraman’s research

Service quality

of specializ

ed superma rket

Reliability

Tangibles

Personal interaction

Problem Solving

Expert Consultancy

Loyal custo mers

New custo mers

model on 5 component elements of service quality, (3) Dabholkar’s study model

on 5 components of retail service quality

Author carried out building research model on service quality of specialized supermarket and component elements of the specialized supermarkets in Hanoi city Author proposed research model as Figure 2.1

In research on service quality model of specialized supermarket, Author suggests 5 component elements: (1) Reliability, (2) Tangibles, (3) Personal interaction, (4) Problem solving and (5) Expert consultancy

To measure component elements of service quality, Both Parasuraman and Dadhokar use Renis Lidert scale (1932) Researches on retail service quality, Researchers also use this scale Therefore, in research on service quality of specialized supermarket, Author also uses Likert scale to measure

CHAPTER 3: RESEARCH METHODOLOGY OF SERVICE QUALITY

OF SPECIALIZED SUPERMARKET

3.1 Study process

The author uses combination of qualitative and quantitative research methods

Table 3.1: Research Methodology

1 Qualitative In-depth

interview

03 moths ( From May

to July /2012)

2 Quantitative Questionnaire 06 months ( From

10/2012 To 03/2013)

Research process is carried out through the following steps: creating

pattern, checking pattern and scale, collecting official data, analyzing element,

examining reliability, examining pattern and researching hypotheses

3.2 Research site introduction

According to the author’s synthesis up to 5/2013, there is 75 specialized

supermarkets in Hanoi, which are distributed on over 10 districts

Apart from supplying goods, the specialized supermarkets provide services

to customers as well Most of specialized supermarkets provide 10 kinds of

services They support customers to buying goods more rapidly in specialized

supermarkets and enhance convenience when customers use products at home

3.3 Qualitative research

To collect qualitative data, the author use technique of depth interview

Author conducts to interview deeply 5 directors of specialized supermarkets, 26

brand managers and 66 customers

Results of depth interviews with 5 directors show that services in

specialized supermarkets are not only sale services but also services arising from

the goods themselves This is important basis to create new composing elements

in researching pattern of the author

Results of depth interviews with 26 brand managers and 66 customers of

specialized supermarkets show that elements composing specialized

supermarkets in Hanoi market are participated by many staffs and goods Staffs’

roles are not only salesmen at supermarket at sale – interacting staff role like in

RSQS pattern but also ones providing professional information about goods that

customers can choose to buy, consulting customers’ use and consulting

customers when goods are damaged Also, element of staff are shown clearly via

supporting customers to use goods, warrant and repair products bought from

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specialized supermarkets This is basis of forming new component elements and observed variables of service quality in specialized supermarket

3.4 Elements in research model adjustment

Specialized supermarkets trade goods like supermarkets and commercial centers – RSQS model They provide lots of services in relation to specialized products as well – SER perceptions QUAL model Therefore, it is overview combination of the previous studies and qualitative study that the author adjusts the fifth element composing service quality of specialized supermarkets into PROFESSIONALISM

Research model of service quality of specialized supermarket adjusted after qualitative study consists of five factors: (1) Reliability; (2) Tangibles; (3) personal interaction; (4) Problem solving; (5) Professionalism

3.5 Trial quantitative study

The experimental study of 20 customers shows that, customers do not always expect in maximum like the comparative study in retail supermarket in Vietnam (Nguyen & Pham 2007) Therefore, table of questions in the author’s study is required to measure both expectations and perceptions

3.6 Adjustment of observed variables of elements in research pattern

Observed variables adjusted and built in the first time by the author are based on inheritance of questionnaires of two patterns, SERVQUAL and RSQS Also, they are required to be adjusted appropriate to results of qualitative studies about specialized supermarkets

However, when conducting experiments on 20 customers, observed variables do not fully respect specific features of specialized supermarkets Also, specialized supermarkets have 3 differences compared to commercial centers and supermarkets studied in RSQS pattern that: (1) less numbers of goods’

name, but more detailed level; (2) more salesmen for advising about products;

(3) products advising in not only specialized supermarkets but also using

Therefore, observed variables adjusted in the second time consist of 37 ones

Table 3.2: Observed variables of SERVQUAL, RSQS and Author’s 2 nd

adjustment

Author’s research model –

Component elements (5)

Variable SERQUAL

Variable RSQS

Observed variable

1st time

Observed variable

2nd time

3.7 Official quantitative research

3.7.1 Designing table of questionaires

Questionnaire table of this study firstly designed is based on result of

secondary research, which basically includes 3 main patterns: (1) Gronross

pattern; (2) SERVQUAL pattern; (3) RSQS pattern The first questionnaire table

includes 23 questions Based on quantitative research, executing adjustment the

first time that is appropriate to the term of “specialized supermarket” Author

conduct experiments on small samples (20 ones) to check in last time and adjust

in the second time in 10/2012 Content of questionnaire table includes 3 main

parts ( refer to Appendix 6)

3.7.2 Designing sample

Samples used in study are selected via method of probability, which is, in particular, to select simple random sample [12] According to this method, Author uses random table with 75 specialized supermarkets listed in Appendix

7 Author selects randomly 19 in 75 specialized supermarkets for sampling

3.7.3 Collecting data

Data collection is carried out by using questionnaire via directed customer interview at specialized supermarket Questionnaire table designed for customers

to answer includes 37 observation variables Detail is referred in Appendix 6 – Questionnaire on service quality of specialized supermarket in Hanoi market

3.7.4 Analyzing data

After receiving questionnaire table with answers, the author conducts to clean information, filter questionnaire tables and encode necessary information

in questionnaire, enter data and analyze data via SPSS software version 16, conducting to describe collected data, numerate description of collected data Then, conducting steps (1) examine value of variable via method of analyzing EFA factor, (2) assess reliability off scale via reliability factor Cronbach Alpha, and (3) analyze multivariate regression

CHAPTER 4: RESULTS ON ASSESSMENT OF SERVICE QUALITY MODEL OF THE SPECIALIZED SUPERMARKET IN HANOI CITY 4.1 Statistic of descriptive samples

After directly sending 410 questionnaires to customers in 19 above specialized supermarket in Hanoi, Author combines collected questionnaires After being checked and sorted, 401 validity responses are collected According

to statistic of descriptive samples, female ones account for 66.3%, single ones

occupied 76% Therefore, young customers occupied most of research samples

Customers in the age 21-40 account for 80%, they have had jobs and high

incomes, high spending as well There is up to 47.6% of customers working for

private enterprise Customers graduating universities and colleges account for

66.7% whose average incomes per month are over 9.5 million occupied nearly

52%

4.2 Analyze explored factor

KMO and Bartlett's accreditations of 37 observed variables representing the

expectation of service quality in supermarket show high KMO indicator (0.961)

with significance of 0 (sig=0.000) Therefore, KMO indicator is greater than 0.5

that applying explored factor analysis in this scale is appropriate

Total index of Rotation Sums of Squared Loadings has peaked, about

69.712% This shows that using 6 factors represented for 37 scales can explain

66.922% of capacity of explanation of all scales In studying in science and

society, Total index of Rotation Sums of Squared Loadings of 50% can be

accepted Therefore, it can be concluded that it is possible to use 6 factors to

respect information provided from 37 observed variables

KMO and Bartlett's accreditations of 37 observed variables representing the

feeling of service quality at supermarket show high KMO indicator (0.941) with

significance of 0 (sig=0.000) Therefore, Therefore, KMO indicator is greater

than 0.5 that applying explored factor analysis in this scale is appropriate

Total index of Rotation Sums of Squared Loadings has peaked, about

62.355% This shows that using 7 factors represented for 37 observed variables

can explain 62.355% of capacity of explanation of all observed variables In

studying in science and society, Total index of Rotation Sums of Squared

Loadings of 50% can be accepted Therefore, it can be concluded that it is

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possible to use 7 factors to respect information provided from 37 observed variables

4.3 Assessing reliability of elements and variables

Table 4.2: Result on reliability with factor system of Cronbach Alpha

Author’s research model – Component elements

(5)

No of variable

Cronbach Alpha with expectations

Cronbach Alpha with perceptions

In table 4.2, Cronbach alpha is calculated to be greater than 0.8 Many researchers agree that when Cronbach alpha is from 0.8 to 1, measured elements are good, from 0.7 to nearly 0.8, it can be used (Nunnally, 1978; Peterson, 1994; Slater, 1995) Thus, the element of professionalism included in service quality of specialized supermarket is assessed to be very good

Through testing reliability, all 5 elements and 37 observed variables reach

to allowable reliability No element or variable is ruled out Especially, reliability assessment of professionalism – new element of service quality at specialized supermarket in Hanoi shows that: reliability with expectation reaches 0.944, reliability with perception/feelings reaches 0.889 Both of them are greater than 0.8, so professionalism of specialized supermarket is assessed to be reliable Corrected item – total correlations of both expectations and actual perceptions/feelings of elements are greater than 0.3 so no variable is ruled out

4.4 Regression analysis

Using SPSS to conduct regression the relation between elements

(reliability, tangible, persional interaction, problem solvings, professionalism)

and service quality at specialized supermarket

We have factor F = 6.057, with Sig = 0.000 < significance of 0.05 Thus,

the data which had been given can totally reject the theory H0, or can be

considered as appropriated pattern to describe relation among elements and

assessment of service quality at specialized supermarket of customers

Regression coefficient reflecting impacts of elements on assessment of

customers on service quality of specialized supermarket is shown in the

following table of result:

Depending on results of regression coefficient listed in table 4.3, we have

pattern of regression reflecting impacts of elements on customer’s assessment on

service quality of specialized supermarket as follows:

Yi = 3.339 + 0.157TC + 0.097HH + 0.123TT + 0.095KN + 0.025CN

The said regression coefficients have the positive values Therefore, all

elements have positive impacts on variability of customer’s assessment on

service quality of specialized supermarket

In particular, based on standardized regression coefficients Betai, it is

possible to see that element of reliability of customer having the maximum

standardized regression coefficient of 0.173, this means this element has the

greatest impact on customers’ assessment on service quality of specialized

supermarket This shows that customers always appreciate the reliability of

specialized supermarket more than the other elements in composing service

quality of specialized supermarket This explains why customers often choose

specialized supermarket with brand, supermarket where they had ever purchased

or which they had been told to purchase

4.7 Gaps on customer service quality of the specialized supermarkets in Hanoi city

Gaps between customer’s expectations on service quality and perceptions on experienced service quality in the specialized supermarkets

Table 4.4: Results on expectations, perception and gaps of service quality

Components Expectations Perception Gaps Reliability

Tangibles

Personal interaction

Problem solving

Professionalism

Overall, the gap between expectations and perceptions on service quality of supermarkets: 0.89 shows that services of the specialized supermarkets in Hanoi city don’t satisfy customer’s expectations Factor” problem solving” has the largest gap: 1.11

CHAPTER 5: SOLUTIONS AND RECOMMENDATIONS TO ENHANCE SERVICE QUALITY OF THE SPECIALIZED SUPERMARKETS IN HANOI CITY

5.1 Strengths and weaknesses in service quality of specialized supermarkets

in Hanoi city

From results on service quality gaps of specialized supermarket, As we see, factors having the largest gaps are “problem solving” (1.11) and personal interaction (0.94) In factor “problem solving”, observed variables with the largest gap is “ Supermarket is willing to receive returned or bartered goods

supermarket that are unclear and staffs are not able to solve problem

immediately (1:17)

5.2 Causes of weaknesses in service quality of the specialized supermarkets

in Hanoi city

From analysis of causes of three component elements having the largest

gaps, 10 observed variables have the gaps which are larger than 15 observed

variables with the lowest expectations, 5 observed variables have the lowest

perceptions Author carried out synthesis of causes of weaknesses in service

quality of the specialized supermarkets in Hanoi city It may include 3

following main causes

The first cause is due to a band of staffs of specialized supermarket In

particular, due to the cause of knowledge, skills and working attitude of staffs in

specialized supermarkets Thus, specialized supermarket need to have solutions

to improve staff’s skills and motivation

The second one is due to management skills of specialized supermarket

This cause is derived from ability to manage the list of goods that does not meet

specialized business, displaying goods is not synchronized in order that

customers can choose according to criteria of specialized business of

supermarket

The third one is due to ability to understand customer's expectations In

particular, specialized supermarket does not have much information about

ptarget customers Therefore, supplied services are not suitable to customer’s

real expectations

5.3 Solutions to improve service quality based on component elements

5.4 Solutions to study customer’s expectations

Customers tend to have expectations on specialized supermarket not only

from individual demand but also from the previous purchases, the expectations

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are created from oral information about specialized supermarket Apart from advertisement publications given by specialized supermarket, Specialized supermarket need to study 3 remaining information sources in order to understand customer’s expectations

5.5 Solutions to enhance staff’s working skills and motivation

Specific solutions to improve staff’s skills are training on products and training on sale skills and customer care and working attitude supervision and programs to create staff’s motivation

5.6 Solutions to improve management skills of specialized supermarket

Solution to enhance management skills is also a factor to improve service quality of specialized supermarket Solutions should be focused on three key issues: (1) Goods management skills based on products, (2) retail price management skills, and (3) goods display management skills in order that consumers can easily choose goods in specialized supermerket

5.7 Some recommendations to state management bodies on service quality

of specialized supermarket

Recommendations to state management bodies on building standards of service quality of specialized supermarket Recommendations on support to enhance staff’s skills Recommendations on dissemination to raise awareness about service quality as well as goods quality

5.8 Limitations and further research directions

As same with other studies, Author’s research also has some limitations: (1) research scope only is in Hanoi city, (2) research object only is specialized supermarket Therefore, this research also opens a further research direction for example research on retail service quality such as general supermarkets, Big supermarkets, commercial centers, elective service stores Research on service quality of specialized supermarkets in other cities of Vietnam such as Ho Chi Minh City, Da Nang, Hai Phong, Nha Trang

Further research can focus on: (1) Study on consumer’s expectations on service quality; (2) study on perceived service quality of specialized supermarket