An analysis of customer satisfaction at shop go in binh thanh district

Moreover, since the impact of these factors, the study also provides some solutions to improve the efficiency of service quality for customers and improve customer satisfaction and custo

RESEARCH PROJECT

AN ANALYSIS OF CUSTOMER

SATISFACTION AT SHOP & GO IN

BINH THANH DISTRICT

ADVISOR’S ASSESSMENT

Advisor’s signature

I sincerely thank all teachers has dedicated teaching, impart valuable knowledge for

me throughout the course

I also thank him / her for taking the time to interview in the research phase and preliminary official

Finally, I would like to thank all the family members have motivation and support me throughout the course

TP HCM, Dec 14 2015 The implementation of the Thesis

Dang Hoang Chieu Hien

Table of Contents

ABSTRACT 6

CHAPTER 1: INTRODUCTION 7

1.1 Problem Statement 7

1.2 Research Objectives and Research Subjects 9

1.2.1 Research Objectives 9

1.2.2 Research Subjects 9

1.3 Research Questions 10

1.4 Scope of study 10

1.5 Methodology 10

CHAPTER 2: LITERATURE REVIEW 11

2.1 The concept and characteristics of services 11

2.1.1 The concept of services 11

2.1.2 The characteristics of services 11

2.2 Quality service definition 13

2.3 Overview of customers satisfaction 14

2.3.1 Customer satisfaction definition 14

2.3.2 The role and necessity of customers satisfaction 14

2.3.3 Some models of customer satisfaction 14

CHAPTER 3: RESEARCH METHODOLOGY 20

3.1 Research Process 20

3.1.1 Qualitative Research 20

3.1.2 Quantitative Research 21

3.2 Source of information 23

3.3 Sample and Sample design 23

3.4 Adjusting the research model 24

3.5 Building scale 25

3.6 Timing of process research 27

CHAPTER 4: EMPIRICAL RESULTS AND DISCUSSION 28

4.1 Introduction of the convenient market when shopping at Shop & Go 28

4.1.1 Introduction to Shop & Go: 28

4.1.2 Business situation of Shop & Go: 29

4.2 Information about the study subjects 31

4.2.1 Information on age and sex 31

4.2.2 Information on educations 31

4.2.3 Assess the level of customer satisfaction 32

4.3 Data Analysis Research 35

4.3.1 Inspection scales 35

4.3.2 Factor Analysis 37

4.3.3 Multiple Regression method 40

4.4 Discuss 43

CHAPTER 5: CONCLUSION, RECOMMENDATION AND LIMITATION 48

5.1 Conclusion 48

5.1.1 In general 48

5.1.2 For Shop & Go 48

5.2 Recommendations 49

5.3 Limitations of the study 49

REFERENCE 50

THE QUESTIONAIRE INTERVIEW 53

ABSTRACT

The purpose of this study indicated that "customer satisfaction" is the key to the success of businesses, especially in the retail environment in Vietnam is growing strongly and rapidly quickly The study also assess some customer satisfaction’ models such as Kano model, 5-Gap Parasuraman’s model and many other models, especially models VCSI apply for the survey, as well as systems for the questionnaire survey evaluate the main factors impact on customer satisfaction Moreover, since the impact of these factors, the study also provides some solutions to improve the efficiency of service quality for customers and improve customer satisfaction and customer loyalty when using customer's use of retail services But besides that there are some limitations in the assessment even factor in the sampling process, the use of theory as well as the subjectivity of the process of implementing the survey

Keywords: Customer Satisfaction, customer loyalty, Convenience store, Customer saticfaction level

CHAPTER 1: INTRODUCTION 1.1 Problem Statement

It can be said that we always mention about many methods and forms of business, commercial introduction, development, processing and finishing of the last stages, different era If the previous, the business activities focus primarily on manufacturing, product and sales The beginning from the 80s of last century a lot of businesses in the world of business method transfer to focus on “customer satisfaction” and “customer loyalty”

During system operation, the client's business is considered a central element on the game play is particularly important in determining the success or failure of the enterprise In countries with economies in developed markets, the general trend is to find ways to satisfy customers and build customer loyalty for businesses, from which new businesses have unique insole market the stability maintain in the survival and development

Therefore, all efforts from production and distribution to sales activities are for the purpose of satisfying the maximum customer satisfaction

Customer satisfaction is the key to the success of any enterprise In the past there have been many studies assessing and modeling of satisfaction as:

"Model of Customer Satisfaction by Zeithaml & Bitner (1996)" - According to research

by Zeithaml and Bitner (1996), the customer satisfaction is affected by the 5 following key factors: (1) Service quality, (2) Product quality, (3) Price, (4) Situational Factors, (5) Personal Factors

"Model of Satisfaction Index Usa (ACSI)"- Based on the model of Sweden (SCSB) ACSI

model has been developed by Claus Fornell (Fornell et al, 1996) So far ACSI model has been applied in 10 economic sectors and in 41 different industries

It can be said evaluation of customer satisfaction is so much aimed at fields, and one of them for retail service industry, customer satisfaction has been the key factor for the development

of this sector, especially in Vietnam

Nowadays the trend of economic globalization is developing quickly, the life of the people is increasing, but their criteria set out in life are more likely to move from "warm and well fed

"through the concept of" good food and nice clothing" So they have a high and increasing demand for rigorous daily use products, especially for food items As we all know, the

current situation of food safety is very complex movements, consumers lose confidence in the product in a commodity market and the roadsides and finally stops their main supermarkets - where consumers can complete peace of mind for the quality of the goods they need Currently, the system of supermarkets in Vietnam generally quite developed and extensive reporting Retail Development Index Global 2006, Kearney has ranked Vietnam ranks 3rd on the first level of appeal retail investment in thirty retail market

The results of the Vietnam retailers are encouraging but need to recognize that the challenges are still a lot of retailers in the country Especially after Vietnam joined the WTO and domestic supermarkets starting pressure of the leading supermarket is preparing to penetrate the Vietnam market The systems at the international supermarkets and big retail systems from foreign investors with domestic retail system has helped the retail market in Vietnam is becoming more active and attractive

However, in recent years if the previous model of traditional markets with large and small supermarkets dominate the retail market in Vietnam is now the appearance of the convenience store system has been threatened to the position of the model, to overcome the disadvantages of traditional markets as well as supermarkets, convenience stores may be overtaken on the retail market in the near future

The first biggest advantage of the convenience stores, in addition to the quality and origin of the product is a display (focusing on essential goods) and uptime (open almost 24/24) These stores are located in residential areas intermingled, creating convenient channel for people in remote capital supermarket and do not want to go to traditional markets, grocery stores

Secondly, it can be said that traditional markets with consumers tend convenient and fast However, consumers in traditional one are exposed many weaknesses as food quality cannot

be guaranteed, there is no clear origin, affecting people's health, particularly special pricing is not stable making people increasingly lost confidence in the food market So buying in large supermarkets have become habits of the majority of consumers in major cities, convenient sales channel has exposed many advantages In addition to ensuring the quality of goods, which consumers are assured by stable price, but sometimes the busy work of making consumers do not have enough time in the big supermarkets and shops whereby utilities are born and crept in residential areas, roads upon facilities and we have solved the problem of time as well as concerns about food safety and hygiene of the judging consumer goods

SHOP & GO was established on 26th April 2005 and the company runs the convenience store chain's largest in Ho Chi Minh City and Ha Noi The first store of Shop & Go was officially operational on 3rd December, 2005 at 74A1 Hai Ba Trung Street, District 1, HCMC From one store in 2005, currently has 126 Shop & Go stores (June 8th 2015) In the coming years will continue to Shop & Go system expansion in convenience stores nationwide to meet the increasing demands of the people of the country

SHOP & GO gives customers convenient services, consistent with the needs of each residential area around each store, including automated teller machine ATM, telephone recharge cards, phone cards long distance IDD card

For customers of Shop & Go is the aim for convenient and quick in service style; high quality, new with reasonable prices of products, environment-friendly, clean and modern in store

With an area of moderate (60-150 m2) in the attractive location, visible, each shop has more than 2,000 different types of items, chosen carefully to suit the needs of the people local as well as tourists

1.2 Research Objectives and Research Subjects

1.2.1 Research Objectives

With the situation of the retail market in Vietnam and the recent appearance of the system of the convenient stores for considering the customer satisfaction and the overall goal of these studies is to examine main factors which affect customer satisfaction To achieve this overall goal requires meeting the following specific objectives:

1 Identify the components should be customer satisfaction

2 Through surveys to assess customer satisfaction

3 For a number of solutions to enhance customer satisfaction when using services from Shop

& Go convenience store

1.2.2 Research Subjects

Topics focused on the quality of business, sales of Shop & Go convenience stores, through which assess the level of satisfaction of customers when shopping at Shop & Go, and

research subjects is all the customer has used the service at Shop & Go in Binh Thanh District, Ho Chi Minh City

2 The Level of customer satisfaction for the elements that like

3 To raise the level of customer satisfaction, it should have the solution

CHAPTER 2: LITERATURE REVIEW

In this chapter, the study introduces some basic concepts of service, the characteristics

of services and service quality is how? As well as making the concept of customer satisfaction and introduce a model of analysis of customer satisfaction in service research topics

2.1 The concept and characteristics of services

2.1.1 The concept of services

In economics, the service is understood as something similar goods but is immaterial Philip Kotler said: "Service is all action and results that a party may give the other party and mostly intangible and does not result in ownership of something Is it possible or not tied to a physical product."

Dr Nguyen Van Thanh said: "Service is an active creative work to add value to the material composition and diversity, cultural richness, differentiation, excel that most of become the brand, the business culture and high satisfaction for consumers so that they are willing to pay high, so business more effectively."

Such services may find that creative activities of human activity has its own specific characteristics of human social development, there is a highly competitive, with elements of

the technology boom, transparent of law, transparency of government policy

2.1.2 The characteristics of services

Services can be paraphrased in terms of their key characteristics, sometimes called the "Five I's of Services"

1 Intangibility

Services are intangible and insubstantial: they cannot be touched, gripped, handled, looked at, smelled, tasted Thus, there is neither potential nor need for transport, storage or stocking of services Furthermore, a service can be (re)sold or owned by somebody, but it cannot be turned over from the service provider to the service consumer Solely, the service delivery can be commissioned to a service provider who must generate and render the service at the distinct request of an authorized service consumer

Examples: The service consumer must sit in the hairdresser's shop & chair or in the plane & seat; correspondingly, the hairdresser or the pilot must be in the same shop or plane, respectively, for delivering the service

4 Inconsistency (Variability)

Each service is unique It is one-time generated, rendered and consumed and can never be exactly repeated as the point in time, location, circumstances, conditions, current configurations and/or assigned resources are different for the next delivery, even if the same service consumer requests the same service Many services are regarded as heterogeneous or lacking homogeneity and are typically modified for each service consumer or each new situation (consumerised)

Example: The taxi service which transports the service consumer from his home to the opera

is different from the taxi service which transports the same service consumer from the opera

to his home – another point in time, the other direction, maybe another route, probably another taxi driver and cab

5 Involvement

One of the most important characteristics of services is the participation of the customer in the service delivery process A customer has the opportunity to get the services modified according to specific requirement

2.2 Quality service definition

For a long time, many researchers have tried to define and measure the quality of service quality from the 1930s in the manufacturing sector has been identified as a factor to be competitive, but the quality factor really becomes important since world War 2nd

The author pioneer in this field is W.Edwards Deming, Joseph and Kaoru Ishikawa M.Juran

As the field of new services were developed in recent decades So to define, evaluate and manage the quality in this area comes from the manufacturing sector But the service is characterized by the invisible; can not weigh, difficult and quality control; heterogeneous vary by customer, from time to time; can not be separated, especially those services have a high labor content and can not inventory Evaluating the quality of service is not easy, for there remains much debate among theorists and researchers to define, evaluate the quality of service

However, the following are definitions and methods of quality assessment are researchers or mentioned in their study Lehtinen and Lehtinen (1982) for the quality of service must be assessed in two ways, (1) the process of service delivery and (2) the results of the service Grönroos (1984) also suggested that the two components of service quality, such as (1) the technical quality, which is what the customer receives and (2) the quality of function, interpreting services offered What level

However, when it comes to quality of service, we can not fail to mention the great contribution of Parasuraman & CTG (1988, 1991) Parasuraman & CTG defined quality of service is "different levels between the expectations of the consumers of services and their perceptions of the outcome of the service" These authors have initiated and used qualitative research and quantitative expertise to build and scale components of quality of service (called SERVQUAL) SERVQUAL is adjusted and tested in many different types of services Finally SERVQUAL scale consists of 22 variables to measure the five components of service quality, namely: reliability (reliability), responsiveness (responsiveness), calculated guarantee (assurance), a tangible medium (tangibles) and empathy (empathy)

2.3 Overview of customers satisfaction

2.3.1 Customer satisfaction definition

Customer satisfaction is the extent of the status of a customer feeling derived from the comparison of results obtained from the consumer products and services with their previous expectations Level of satisfaction will be depended in difference between getting results and expectations

 If actual results below expectations, customers are not satisfied

 If the actual results match the expectations, the customers will be satisfied

 If actual results higher than expected, the customers are very satisfied

2.3.2 The role and necessity of customers satisfaction

Customer satisfaction plays a particularly important role in determining the success or failure

of the enterprise This is the main factor that brought success to business enterprises in any field Find out what customers say about your business and what you need to watch for further improvement, this will ensure that your business is always meet the expectations of customers

The study of customer satisfaction is a necessity in business A Customer Satisfaction Survey not only help you to recognize the shortcomings of the business, but also to show customers that you really care about them and wish to find out the optimal way to improve service quality Satisfaction, customer satisfaction has affected their loyalty to the brand of the manufacturer Actually deciding factor loyalty of customers is the value for customers Customer value creates satisfaction - the level of customer satisfaction Enterprises need to measure the level of satisfaction of its customers and competitors of the industry The information about the reduced level of customer satisfaction of business customers compared with competitors that signal the loss of customers, reduced market share in the future

2.3.3 Some models of customer satisfaction

1 Kano’s model

The Kano Model was created in 1984 by Professor Noriaki Kano while studying the contributing factors to customer satisfaction and customer loyalty The Professor classified 5 unique categories of customer requirements, 3 of which you want to end up

in your offering, the other 2 should be taken out This model’s main objective is to help teams

understand, classify, and integrate these 3 main categories of requirements into the products

or services they are developing The 5 categories of customer requirements are classified depending on their ability to create customer satisfaction or cause dissatisfaction Knowing what category customer requirements fall into and the importance of each requirement can help prioritize development activities and determine what to include in your offering and where to spend resources improving these requirements The model describes these 5 categories on a set of axis The y axis is degree of satisfaction of the requirement; the y axis is the level of fulfillment or execution of the requirement by the company All 5 categories of requirements can be mapped on the axis

Kano also designed a special survey now known today as the Kano Survey It can be designed and used to categorize all the requirements In this survey, you formulate two strategic questions, a functional and dysfunctional representation of the requirement Depending on how the respondents answer the question, the results will be aggregated and compiled into a graph which clearly shows you which category the requirement/feature falls into Using this information along with some other voice of customer data, the development team can find gaps in their offering and potential holes in their customer research Understanding how the list of requirements fits into the Model can also help a development team determine which of the requirements or features to include, which need enhancement, which need cost reduction, which should be excluded, and which to simply leave alone

2 “5-Gap” Model of Parasuraman

One of the basic characteristics of service quality is difficult to measure, difficult to define quality standards, it depends on the human factor is largely Quality of service quality is above all human Products and services are intangible Quality of service is defined by the customer, not by the supplier Customers evaluate the quality of the services provided through the assessment of the service personnel of the company and through his subjective feelings

For the products and services of the supermarkets in general and of the system's convenience stores Shop & Go in particular, we can measure the quality of service by the unique characteristics of the products are based on image quality services Parasuraman

GAP 1: occurs when there is a difference between customer expectations of service quality

and administrator perceived expectations of customers The fundamental point of this

difference is due to service companies not understanding fully what characteristics make up the quality of their services and how they are delivered to customers to meet their needs

GAP 2: occurs when services firms have difficulty in changing their perceptions of customer

expectations of service characteristics The main cause of this problem is the professional competence of staff services

GAP 3: occurs when employees transfer service to the customer service according to the

criteria were identified During the service, the staff direct contacts with clients and play an important role in the process of creating quality However, not always and all employees are able to complete tasks according to the criteria set out

GAP 4: advertising media and information and the impact on customer expectations of

service quality The promise of advertising, promotions can increase the expectations of customers, but also reduces the quality that customers feel when they do not comply with what was promised

GAP 5: occurs when there is a difference between the quality expected by the customer and

the quality they perceive The quality of service depends on the distance this Thursday, when customers see no difference between the quality they expect and the quality they perceive as

a consumer service, the quality of services considered perfect Parasuraman said that service quality is a function of the gap 5th The gap 5th depends on the previous distance, ie the distance of 1, 2, 3, 4 So to shorten the the gap 5th or increase service quality, service managers must attempt to shorten the gap

4 Model of customer satisfaction functional relations

Customer satisfaction is composed of two components:

Satisfying function: the satisfaction achieved by purchasing any goods or services quality

with reasonable price

Relationship: relationships are in prison "process business transactions accumulated over

time as trust in service providers, qualifications of staff, Customer service attitude Satisfaction and relationship function is influenced by the following factors:

(1) Price: The value of the product or service value shall be converted into cash Prices

depend on many factors such as quality, brand, service comes the trend of consumers today

is that they are willing to pay a high price substrate inhibition receive a product or service good quality Factors à interested customers are price matches the quality or not Therefore, the price has certain influence to the satisfaction of the Customer

(2) Product quality: based on the following characteristics:

 Performance: operating characteristics or the basic functionality of the product

 Features: In addition, the basic functions and features that increase the attractiveness of the

service

 Reliability: the probability of successful implementation of a function defined in a defined

time period and under the conditions specified The reliability of the product is usually measured by the average time first appeared damaged or average time between visits damaged However, these measurements require the product to be used in a defined time period and it is not appropriate in cases where products and services are used or the consumer immediately

 Conformance: the extent to which the design and operating characteristics of the product

comply with the standards set out

 Durability: product life Reliability can be defined as the time to use the product before it is

reduced to a value that must be replaced without repair

 Serviceability: ability, attitude and level of courtesy in the repair quickly Repair costs are

not just paying money to repair It covers all aspects of the loss and inconvenience caused by downtime of equipment, the attitude of the service team, and the number of times failed to fix

a problem

 Aesthetics: how the product looks, feels, sounds, smell or taste of the product is Aesthetic

depends are very much on individual preferences This is a subjective attribute high

 Perceived Quality: the reputation of a company Customers do not always have complete

information about the characteristics of the products or services; in which case the reputation

of the company is the sole basis for them to compare between brands

(3)Quality of service: based on the following characteristics:

 Reliability: Ability to perform the promised service properly and accurately

 Response: The ready to help Customer quickly and begin providing services

 Assurance: the quality of the staff will create Customer confidence: professionalism,

courtesy, respect for Customer, the ability to communicate,

 Empathy: Waiter approachable style: attention to Customer, feeling assured

 Tangibility: appearance of physical facilities, equipment, personnel, items, materials used

for communication

(4) & (5) Related services and quality of relations: factors relating to professional

qualifications, attitude of staff to comply with what was committed, prestigious Customer will affect Customer satisfaction

4 Customer Satisfaction Index – CSI

CSI is a model consisting of variables causes - results: brand image, quality expectations, perceived quality, Customer satisfaction and loyalty Customer satisfaction is placed in the relationship between cause and outcome variables of the model Usually CSI 4 variables starting with: brand image, quality expectations, perceived quality, perceived value, and meanwhile, Customer satisfaction will create loyalty (if Customer satisfied) or that the complaint (if Customer is not satisfied)

That means: the satisfaction of customers that led to the extreme sense for Customers are:

(1) Be satisfied with the quality of products / services and tend loyal to the brand or that brand or

(2) There is much dissatisfaction whore product / service behaviors lead to "negative" brand

Model VCSI - Customer Satisfaction Index Vietnam certainly is not out corruption rules on standards To exploit these factors affect the model, the study will propose VCSI model with

(4) Value comments

(5) Customer satisfaction (central element)

The outcome variable of the model is:

(6) The complaint

(7) Customer loyalty

In Vietnam, VCSI theoretical model is set up as follows The measurement factors include:

Potential Variables Variable causes Factors measurement

Characteristic or outstanding level of

differentiating characteristics of the brand

Quality

expectations

Quality expectations (an overview)

Quality expectations of the requirement of

Customer Quality expectations really Quality of service expectations Perceived Quality Perceived quality (in general)

Perceived quality on demand or perceived level

of product Quality feel really Perceived Quality of Service

Quality assessment on the quality

The central variables Customer

Not satisfied with the supply of products / services

The specific requirements are not met

CHAPTER 3: RESEARCH METHODOLOGY

From the above data analysis, this part will outline the procedures for quantitative analysis and qualitative analysis, taking the information source for research, sampling, adjusting the sample, choosing scales for the essentials of study customer satisfaction and how to select variables for this study

3.1 Research Process

3.1.1 Qualitative Research

The process is done by the interview questions directly to customers when shopping at Shop

& Go The purpose of this process is to review and evaluate the factors affecting customer satisfaction when using the services of Shop & Go

These factors are:

or not, if less important factor may be removed from the model can also complement factor deficiencies After clarifying the elements, we will examine and highlight the concepts of measurement factors affecting satisfaction that the author has drawn

3.1.2 Quantitative Research

1 Objectives: The objective of quantitative research to measure the customer's perception of

factors have been identified in qualitative research

2 Methods of collecting information

Quantitative data were collected through interviews with customers detailed questionnaire was designed in accordance with the research objectives The questionnaire was designed based on the results of qualitative research There will be a questionnaire based on a number

of test pieces interview conducted before formal study The purpose of the interview is to try

to correct some errors and eliminate the confusing factor for interview subjects

3 The steps of data analysis

Adjustment: Aim to ensure the correct object editing, processing the uncompleted answer, consider clear answers from the questions

The process of adjustment is via 3 stages:

1 Doing after trial samples were used and gotten the good result

2 Edited by investigators after the interview is completed

3 Edited by the researchers, who also designed the questionnaire table Encryption, cleaning information Data were coded variables, data entry and cleaning before processing to detect errors or invalid answers Information collected will be processed SPSS software

Methods of analysis

1 Method of descriptive statistics:

Be used to analyze the development of the Shop & Go system, characterized respondents Implementation of descriptive statistics for the variables observed, for all customer groups, calculated for each group of variable frequency and sample size

2 Method Cronbach alpha reliability coefficient and factor analysis to explore

EFA:

It is used to test the scale of the factors affecting the quality of service The scale of this method is determined by the two methods

Method 1: Analysis Cronbach's alpha coefficients

This method analyzes the reliability of Cronbach's alpha coefficient to remove inappropriate variables These variables have a correlation coefficient item - total correlation is less than 0.3 are discarded, and the standard scale reliability Alpha 0.6 or higher (Nunnally & Burnstein 1994)

Method 2: Analysis discover EFA factor is used, the variables Factor loading is less than 0.5

will continue to be removed In the method of factor analysis to explore, extract coefficient method using Principal Component Analysis method and Varimax rotation to group elements, after each subgroup must proceed to consider two criteria is the some KMO (Kaiser_Mayer_Olkin) must be greater than 0.6 and factor loading coefficients in Table Rotated component Matrix must have a value greater than 0.5 to ensure piggledy convergence between the variables in the first factor, and points used to extract factors must with Eigenvalue greater than 1 the scale is acceptable to deduct the total variance is greater than or equal to 50%

3 Multivariate regression model:

Be used to identify the factors that affect customer satisfaction and assess the impact of these factors to the satisfaction of the customer to the system of Shop & Go convenience store in the county Binh Thanh, Ho Chi Minh City Multivariate regression models extend the two variables regression model by adding an independent variable to better address the dependent variable The model takes the following form:

Yi= B0 + B1Xi + B2X2i + … + BpXpi + ei

Among them:

Yi : dependent variable

Xpi : expression values of the independent variables pth observation in the ith

Bk: Partial regression coefficient

ei: are independent random variables with normal distribution mean 0 with covariance is 2

3.2 Source of information

1 Secondary Information: Information collected includes the development of systems of

convenience stores in recent years, especially the system of convenience stores Shop & Go through resources from: newspapers, magazines, websites, the data reported by the departments and branchs, especially in Binh Thanh District, Ho Chi Minh City

2 Primary information: Collected from the questionnaires from the customer once the

procurement and use of services at Shop & Go, including factors affecting customer satisfaction for the door convenience stores, customer perception of factors, and demographic information of the object to be interviewed

3.3 Sample and Sample design

1 Sampling Samples were selected based on non-probability method based on any customers

who purchase and use the services of Shop & Go, the interview was carried goods in supermarkets

2 Sample design Sampling frame: the customer had walked Shop & Go, frame is designed

by methods of non-probability sampling Because this research topics satisfy the customer, that customer volume went Shop & Go is very large and difficult to find the right size to form the group we decided to design as follows: Sample size is determined by the minimum guidelines to achieve the necessary confidence in the research What minimum sample size is currently still many different idea of researchers, have not been agreed and came to the conclusion such as MacCallum and his colleagues (1990) have summarized the research on sampling of the previous studies and summarized the minimum sample size for factor analysis

According to Kline (1979) the minimum is 100, Guiford (1954) said that 200 is suitable for sample size While Corney and Lee (1992), given the sample size with the respective views:

Sample size = 100: Bad

Sample size = 200: Quite

Sample size = 300: Good

Sample size = 500: Very Good

Sample size> = 1000: Excellent

This study will be sampled according to the principles of Corney and Lee (1992), the sample

size was determined to be 300 (the level of Quite)

3.4 Adjusting the research model

Actual comments from the experts we will draw a lot of factors that strongly influence customer satisfaction, but besides that there will be one of the changes and supplements as well as eliminate unnecessary elements Using the 5 components of SERVQUAL are the components needed for research, surveys of customer satisfaction, however, need to have one

of those adjustable to suit the supermarket sector to help customers easily Read more in an interview 1 in 5 of adjusting the composition of the SERVQUAL scale should be made goods, specifically when it comes to reliability, customers often think of the goods, the goods' origin, provenance, quality of goods, the so the reliability of the model should be adjusted component of Goods (1)

Also when it comes to India and India meet the experts ensure that customers are often interested in the serving attitude of staff (2)

The next factor is empathy is also identified as the customer is concerned, however, according to experts, factors other customers vague and not very interested in this, so empathy are excluded from the model

Most experts agree that physical element means a huge impact to customer satisfaction, customer loyalty and tendency to understand the tangible media as the base material So the tangible reality will be adjusted to the Facilities (3) The last two factors are prices (4) also have a huge impact to the customer's satisfaction, but the waiting time factor is pretty vague, mainly occurs when the peak shopping hours, at certain times of the year, so this factor is excluded In addition to the above elements of the SERVQUAL model to examine the first number of other factors which are interested in promotions (5) and other support services (6) Such models would need to adjust the following form:

H1: quality goods that affect customer satisfaction

H2: The service attitude of the staff that affect customer satisfaction

H3: The facilities at the Shop & Go that affect customer satisfaction

H4: Prices of commodities that affect customer satisfaction

H5: The promotion of supermarkets that affect customer satisfaction or not

H6: Support Services of supermarkets that affect customer satisfaction

3.5 Building scale

The result of qualitative research is the basis for the construction of the questionnaire in quantitative research The scale used in this study is Linkert 5 point scale, used for quantitative variables Level 1 is "Strongly disagree" to 5 being "Strongly agree"

1 Scale factor "Goods" According to the results of a qualitative study, the customers

are very interested in the quality of goods according to the following criteria: Diversity of goods, merchandise guaranteed shelf life and ensure food safety criteria (safety Winemaking), labeling and origin Elevator quality merchandise that includes four observed variables from G1 to G4 symbols These variables are often measured

by LINKERT 5 points:

G1: Goods diversity for choosing

G2: Goods assure timely and safe use of food hygiene and safety standards (VSATTP)

G3: Goods labeled, clear origin

G4: Goods sold in Shop & Go is the product of good quality

G5: Always have many new items on display

2 Factors "The attitude of staff"

Through the interview process can see customers are interested in style and service attitude of the staff can speak as: agility in the service, friendly staff or not ?, costume employee with neat, elegant or not? the Attitude Scale consists of 5 Staff of the observed variables from TAOS1 to sign TAOS5, these variables were also measured by LINKERT 5 points

TAOS1 The staff is always ready to serve customers

TAOS2 Staff mobility

TAOS3 Dedicated staff to answer customer questions

TAOS4 Staff were friendly and fun

TAOS5 Staff neatly dressed, elegant

3 Scale factor "FACILITIES" The problems are that customers are extremely

interested in parking space good? Safety? The space inside is not cool? Factor

"Facilities" will include 6 observed variables is denoted FA1 through FA5

FA1 Parking Safety

FA2 Space supermarket spacious visible

FA3 Shopping Area airy, clean

FA4 The stalls are ergonomically designed

FA5 Lighting, sound good, not too noisy

4 Scale factor "Prices"

Issues are such as the price or more expensive than other stores do not? Be more expensive than traditional market or not? scale that will include three observed variables from P1 to P3 marked, 3 variables were measured in 5 points LINKERT

P1 Commodity prices cheaper than other supermarkets

P2 The price of goods is not more expensive than the market

P3 Commodity prices corresponding with the quality of the product

5 Scale "Promotions" It is also concerned that the issue of whether there are

promotions or not? The program is attractive or not? So this scale will also include two observed variables PR1 and PR2 denoted

PR1 There are many promotions

PR2 The attractive promotions and always

6 Scale "Other Support Services" Factors related to support services such as delivery

or gift wrapping, buy sell phone recharge cards, so the scale that includes two observed variables are denoted OSS1 and OSS2

OSS1 There are many support services such as packaging, food processing and selling

scratch cards

OSS2 Personal assistance services are very good

7 Scale "Customer Satisfaction" Customer satisfaction will be evaluated according to

three variables are observed from CS1 to CS3 respectively, these variables will assess overall customer satisfaction when shopping at Shop & Go, the ability to return to shopping ability to invite family and friends to shop here In addition to the ladder above, this paper is also used a scale of identification number, scale 1 ranking and collect customer information such as age, income and educational level, so on

CS1 In general, he / she has satisfied when shopping here?

CS2 Next time shopping needs, he / she may choose shopping here again?

CS3 He / she may be willing to introduce the popular shopping here?

3.6 Timing of process research

Research and collecting survey are processed from 10/11/2015 to 13/12/2015

CHAPTER 4: EMPIRICAL RESULTS AND DISCUSSION

This chapter consists of three parts, Part 1 is an introduction to the history and overview of Shop & Go stores in VietNam; Part 2 presents the status and results of data analysis as a basis from which to discuss the factors affecting customer satisfaction when using the service and shopping at Shop & Go in the region Binh Thanh, Ho Chi Minh City and Part 3 offers some solutions to improve customer satisfaction at the Shop & Go

4.1 Introduction of the convenient market when shopping at Shop & Go

4.1.1 Introduction to Shop & Go:

SHOP & GO was established on 26 March 08 2005 and the company runs the convenience store chain's largest in Ho Chi Minh City and Ha Noi The first store of Shop & Go was officially operational on December 3, 2005 at 74A1 Hai Ba Trung Street, District 1, HCMC From one store in 2005, currently has 126 Shop & Go stores as of June 08 2015 In the coming years will continue to Shop & Go system expansion in convenience stores nationwide

to meet the increasing demands of the people of the country

In the future, Shop & Go towards become a convenience store chain's largest and most popular in Vietnam

Vision: In Shop & Go, customers will always be serviced by a staff of dedicated, enjoy new products with reasonable prices at the modern, clean & spacious open 24 hours each right stores

Mission: The staff of the Shop & Go has always worked enthusiastically and sticking together, make up the strength to put the Shop & Go and each member of the Shop & Go development

SHOP & GO gives customers convenient services, consistent with the needs of each residential area around each store, including automated teller machine ATM, telephone recharge cards, phone cards long distance IDD card

For customers of Shop & Go is the aim for convenient and quick in service style; high quality, new with reasonable prices of products, environment-friendly, clean and modern in store

With an area of moderate (60-150 m2) in the attractive location, visible, each shop has more than 2,000 different types of items, chosen carefully to suit the needs of the people local as well as tourists

Main youthful style, modern, dynamic design with trendy products and services unique dining price is affordable as well as convenient services fast, neat and friendly others, especially with on-site dining area is spacious, free Wi-Fi, Shop & Go has become a destination for customers of all ages, professions and nationalities: from children, students, age teen, young to old, from office workers to housewives, and even foreign tourists

4.1.2 Business situation of Shop & Go:

Economic Environment: Growth rate of the economy could reach 6.2%

State + 4% interest rate subsidy for certain bank loans and promote spending for infrastructure as planned

+ Monetary policy and exchange rates: implementation of monetary policy easing

+ Inflation: Inflation is an average of 5% / year

Environment - cultural society: Culture Vietnam's rich culture national identity, with the successor, culture exchanges with other countries in the world Natural

Environment:

+ Climate change so frequently abnormal shortage of raw materials