Therefore, the topic "Quality of retail services of some general business supermarkets in Hanoi" is selected by the author to assess thestatus of service quality both from managers and c
Trang 1VIETNAM ACADEMY OF SOCIAL SCIENCES
GRADUATE ACADEMY OF SOCIAL SCIENCES
Trang 2The thesis was completes at Graduate Academy of Social Sciences
Academic Supervisor: 1 Assoc.Prof Dr Nguyen Khanh Doanh
2 Dr Nguyen Thi Ngoc
Reviewer 1: Assoc.Prof Dr Le Thi Thu Thuy
Reviewer 2: Assoc.Prof Dr Tran Thi Minh Chau
Reviewer 3: Dr Duong Ngoc Thanh
The thesis is defended against Academy-level Examination Board at Graduate Academy of Social Sciences
Time: ………… date………month……….year 2019.
The thesis can be found at: National Library of Vietnam and Library of Graduate Academy of Social Sciences.
Trang 31 The urgency of the topic
Over the years, Vietnam is one of the most attractive retail markets in theworld In particular, Hanoi is one of the major retail development centers In particular,modern retail forms such as general supermarkets and specialized supermarkets areincreasing in number This leads to fierce competition between domestic supermarketsand foreign supermarkets Therefore, in addition to improving the quality of productsand goods, supermarkets need to pay attention to their service provision activities.However, to improve service delivery, Vietnamese supermarkets face difficulties incapital issues and management methods Therefore, the topic "Quality of retail services
of some general business supermarkets in Hanoi" is selected by the author to assess thestatus of service quality both from managers and customers , assess the strengths andlimitations of the problem, thereby suggesting some solutions to improve and improveresearch issues
2 Aims and tasks of the study
2.1 The aims of the study
Clarifying the current activities of retail service quality of supermarkets inHanoi; Since then, propose solutions and recommendations for Hanoi s upermarkets toimprove the retail service quality to meet the demand of customers in the currentperiod
2.2 The tasks of the study
First, overview of research materials related to retail service quality, customer satisfaction and loyalty
Secondly, synthesize theory and explanation of the theoretical basis of retailservice quality, customer satisfaction and loyalty
Third, building and testing theoretical and hypothetical models to assess thestatus of retail service quality in general business supermarkets in Hanoi
Fourth, based on the research results, propose a number of solutions toimprove the quality of retail services, improve customer satisfaction and loyalty ingeneral business supermarkets in Hanoi
3 Subjects and scope of the study
3.1 Subjects of the study
The research subject of the thesis are defined the retail services quality of anumber of general business supermarkets in Hanoi and the relationship between quality
of retail services with customer satisfaction, customer loyalty
3.2 Scope of the study
+ Scope of content: The thesis focuses on researching the quality of retailservices with the satisfaction and loyalty of customers at a number of general businesssupermarkets in Hanoi
Trang 4+ Scope of time: For primary data: the author collects data in the periodmainly from 2010-2016 For secondary data: the author collects data through acustomer interview during the period from September 2016 to September 2017.
+ Scope of space: According to the internal approach (from the supermarket):Because many supermarkets are not interested in improving service quality, Big C isthe exception (due to the legal room) present social responsibility and improve servicequality) Other supermarkets hardly have this activity Besides, the assessment process
of QoS of QoS is only administrative, may not be compatible between the process andthe law Therefore, the results of in-depth interviews with some supermarket managersshow that this approach is not feasible and does not achieve much results
According to an external approach (From customers): Surveying 500customers in some general business supermarkets in some urban districts of Hanoi such
as VinMart Trung Hoa, CoopMart Saigon, FiviMart Dai La, Intimex Giang Vo, BigCThang Long, Lotte Mart Ba Dinh, Aeon Citi Mart Golden Palace, Muong Thanh HH2Linh Dam This is an appropriate approach, assessing the quality of CLD becausecustomer assessment is most objective and appropriate
4 Methodology and research methods of the thesis
- Methods of collecting and systematizing
documents. Methods of analysis and
synthesis Comparative method
-Professional solution
- Intensive interview method
- Typical case study method
- Method of investigation by questionnaire
- Methods of data processing: Verification of Cronbach’Alpha reliabilitycoefficient, Exploratory factor analysis (EFA), Confirmatory Factor Analysis (CFA),tructural Equation Analysis (SEM)
5 New scientific contributions of the thesis
The thesis is a comprehensive and systematic research on retail service quality
in some supermarkets in Hanoi The research results of the thesis have some newcontributions:
The thesis has built a research model to evaluate the retail services qualityreserved for general business supermarkets in Hanoi Based on the research point ofretail service quality of Dabholkar and Mehta, the thesis has been revised andsupplemented to suit the context of retail service business in Vietnam
The dissertation developed a scale of retail service quality based on a number
of studies in the world, but the author has some necessary adjustments
The author uses the method of linear structure analysis (SEM) tosimultaneously test the relationship of retail service quality to customer satisfaction andloyalty
The study was based on 4M & 1E models to analyze theoretically some groups
of factors affecting the quality of retail services Adding a perspective on assessing thequality of retail services, it is to improve the quality of retail services not onlyaccessible from the outside - customer perception, but also approach from the internalside - supermarkets
Trang 5In addition to assessing service quality based on customer perception, thethesis also analyzes the status of retail service quality based on assessments ofsupermarket managers As a result, the assessment of the quality of retail services atsupermarkets will be more complete, the proposed solutions will be seen morecomprehensively from both the supermarket and customers.
Besides, the dissertation also analyzes and points out the experience ofimproving the retail services quality of some major supermarkets in the world andVietnam From there, give lessons learned about research issues
6 The theoretical and practical meaning of the thesis
6.1 Theoretical meaning
Research results of the dissertation serve as a theoretical basis in studying thesituation and proposing solutions to improve the quality of retail services in somesupermarkets in Hanoi
6.2 Practical meaning
In practical terms, the research results of the thesis can be used as a guiding document in practical activities as well as teaching research on retail service quality
7 Structure of the thesis
Apart from the introduction, conclusions, references and appendices, the main content of the thesis consists of 5 chapters as follows:
Chapter 1: Literature review
Chapter 2: Theoretical issues about quality of retail services, general business supermarkets
Chapter 3: Research design
Chapter 4: Current situation of retail service quality of some general business supermarkets in Hanoi
Chapter 5: Some solutions to improve the quality of retail services at general business supermarkets in Hanoi city
Chapter 1 LITERATURE REVIEW 1.1 Overview of research projects
Research works on retail service quality in the world and in Vietnam, the author learns and classifies into three main groups:
- The research team studied the components that constitute the retail servicequaliy at businesses and supermarkets In this group, the author divided into 3 mainissues:
+ Group of studies proposing commodity factors into the quality assessment model of CL
+ The research team applies 5 elements of retail service quality (ModelRSQS): Tangible factors, Confidence, personal interaction, complaint settlement,supermarket policies
+ Group of research projects proposed new elements of retail service quality based on RSQS model
- The research team studied the factors that constitute the quality of online retail services in businesses and supermarkets
Trang 6- The research team studied about the relationship between quality of retailservices and customer satisfaction and loyalty In this group, price effects are dividedinto 3 issues:
+ The research team studies about the relationship between the retail service qualiy and customer satisfaction
+ The research team studied about the relationship between retail service quality and customer loyalty
+ The research group studies about the relationship between the retail service qualiy and customer satisfaction and customer loyalty
1.2 Overview of research situation
From the study of the above works, the author has drawn the advantages andachievements that the works have been achieved, at the same time, analyzing aspectsthat have not been studied thoroughly or need further research save more Therefore,the dissertation on "Retail service quality of a number of general business supermarkets
in Hanoi" will clarify the arguments and practices to bring about solutions to improveresearch issues
CONCLUSION OF CHAPTER 1Retail service qualiy is one of the issues of interest to researchers in recentyears The study of finding the factors of Retail service qualiy has an important role inthe later evaluation However, due to different market characteristics as well asdevelopment trends and customer tastes in each country, studies use and apply modelswith different factors to assess retail service quality In addition, studies also show thepositive relationship of service quality to customer satisfaction and loyalty, but thedegree of impact is different The assumptions set out in this chapter will be solved bythe author in the next chapter
Chapter 2 THEORETICAL ISSUES ABOUT RETAIL SERVICE QUALITY, GENERAL
BUSINESS SUPERMARETS 2.1 Theoretical basis of retail
2.1.1 The concept and basic characteristics of retail services
2.1.1.1 The concept of Retail
Retailing is a form of direct selling to consumers to satisfy their individualneeds With retail, goods end the circulation process and go into the personalconsumption sector; Goods value is fully realized
2.1.1.1 The concept and characteristics of retail services
* Retail service is the result of contact activities between service provider (supermarket) and customer and supplier's internal activities to meet customer demand
* Basic characteristics of retail service
First, retail services combine both intangible and tangible features, and second,retail services always have the presence of customers at the service delivery stages;Third, retail services are difficult to identify quality, fourth, retail services are notstoreable
2.1.2 The concept and elements of retail service quality
2.1.2.1 The concept of retail service quality
Trang 7Retail service quality is the level of customer perception and evaluation of thecomponents of the quality of retail services after the contact process between serviceproviders (supermarkets) and customers and activities internal operations of suppliers(supermarkets) to meet customer needs Thus, this concept provides the most generalway, when assessing the quality of service, it should combine the assessment from boththe customer and the internal side of the enterprise.
2.1.2.2 The components that constitute the retail service quality
- SERVQUAL model - Parasuraman et al (1985): Reliability, Guarantee, Tangibility, Empathy and responsibility
- RSQS model - Dabholka et al (1996): Physical means (Physical Aspects),Reliabillity, personal interaction (Personal interaction), Complaint resolution (Problemsolving) and door policy Policy (Policy)
- MLH model - Mehta & et al (2000): Staff service personnel (physicalaspects), goods (merchandise), trust (confidence) and parking (parking) with 21observed variables
- Model of supermarket service quality - Nguyen Thi Mai Trang (2006):diversity of goods, staff's ability to serve, how to display in supermarkets, supermarketand safety premises in super Marketing
2.2 Some basic issues about the relationship between the retail service quality, customer satisfaction and customer loyalty
2.2.1 The concept of customer satisfaction
Satisfaction formed on customers based on their knowledge and judgment onproducts or services that form subjective judgments or judgments In other words, it isthe psychological feeling of the customer after being satisfied Besides, the satisfaction
of customers due to the experience accumulated after using the service of the business
2.2.2 The concept of customer loyalty
Many researchers have given different perspectives on loyalty like Chaudhuri,Zeithaml, Evanschitzky and colleagues In general, when customers are satisfied withthe supermarket service, the relationship of customers with supermarkets becomesattached, they will tend to return to consumption, even buy more Some studies alsoshow that satisfaction is an important factor to explain customer loyalty Because whencustomers are satisfied they will tend to use the service more and more often thanunsatisfactory customers, and also introduce, word of mouth to those who know theservice
2.2.3 The relationship between quality of retail services with customer satisfaction and loyalty
The researchers provided theoretical and empirical evidence for therelationship between quality and satisfaction (Cronin and Taylor, 1992 [51], Kim et al
2002 [79]), showing that quality is the premise of satisfaction Thus, from the point ofview of the above researchers, it can be seen that they agree that service quality directlyand significantly affects satisfaction
Besides, the studies of Cronin and Taylor, Parasuraman and colleagues (1988) show that quality is the main motivation of customer loyalty to loyalty-relatedbehaviors In addition, studies have identified positive relationships between
Trang 8employees, service quality and loyalty-related behaviors (Fullerton (2005) [62], Wongand Sohal (2003) [126] ; Gonzalez et al (2007) [64].
2.3 Factors affecting the retail service quality
Factors affecting the retail service quality can be divided into two groups:external factors including economy; population, customs and culture; science -technology and internal factors such as technical facilities, management methods andpeople of the enterprise
2.4 The importance of improving retail service quality
First, improving the quality of services helps increase profits for supermarkets.Secondly, improving service quality will increase the reputation and image ofthe supermarket
Thirdly, improving service quality is the basis for market maintenance andexpansion activities to create sustainable development for businesses
2.5 Overview of supermarkets and general business supermarkets
According to the Regulation of Supermarket, Trade Center of the Ministry ofTrade of Vietnam (now the Ministry of Industry and Trade of Vietnam) issued onSeptember 24, 2004 [9], the supermarket definition is given as follows: "Supermarket is
a kind of modern store; mixed or specialized business; having a diversified, diversifiedand quality goods structure; meeting the criteria of business area, technical equipmentand management and business organization qualifications; There are civilized andconvenient service methods to satisfy customers' shopping needs ”
Classification of supermarkets is divided into 3 categories: First-classsupermarket, 2nd-class supermarket and 3rd-class supermarket
2.6 Experience and lessons to improve the retail service quality of some countries in the world
The retail service quality is an issue of great concern to many well-knownretail corporations in the world and Vietnam Because retail services have their owncharacteristics, with direct participation of customers, improving service qualitythrough criteria is one of the important solutions to help these corporations to improvetheir service quality In this content, the author focuses on analyzing some success andfailure experiences of retail corporations like Pataloon - India, WalMart in India,Carrefour in Korea, CoopMart in Ho Chi Minh City Ho Chi Minh City aims to providequality improvement lessons for supermarkets in Vietnam
CHAPTER 2
In chapter 2, the author systematizes the theoretical basis of retail servicequality such as concepts, constituent elements, factors affecting the retail servicequality At the same time, the author re-systemizes the theory of customer satisfactionand loyalty as well as the relationship between the quality of retail services andcustomer satisfaction and loyalty Besides, the author points out the concept,classification and some services at general business supermarkets In particular, theauthor has a system of experience to improve the quality of retail services in a number
of general and domestic business supermarkets Based on this theory and practicalbasis, the author will conduct research model, process and research method in chapter3
Trang 9Chapter 3 RESEARCH DESIGN
In this chapter, the author addresses the following issues: (1) Research process,(2) Research model and research hypothesis, (3) Research methodology
3.1 Research process
Research is carried out according to the following procedure:
Literature review and context analysis
Develop research models, research hypotheses and set of expected scales
Discuss and interview experts gia
Adjust the scale
Small-scale survey / point survey
Complete the scale
Large-scale investigation
Data synthesis and analysis
Write a reportFigure 3.1 research process
(Source: Proposed author)
3.2 Proposing research model
Based on the practical basis of the service delivery process in supermarkets and the rationale (based on previous studies), the author proposes the following research model:
Trang 10Figure 3.3 Research models
(Source: Proposed author)
Facilities: facilities, displays, premises, utilities are provided to customers by the layout
of facilities, the website design of the general business supermarket
Commodity: refers to the diversity, completeness, availability and updating of goods ofgeneral business supermarket
Reliabillity: refers to the ability to perform services in accordance with the commitment
of the general business supermarket
Supermarket staff: refers to the professional level and the manner of polite, amiable,confident service to customers of general business supermarket employees, the ability
of general store supermarket staff management issues of returning goods, inquiries andcomplaints of customers
Supermarket policy: refers to the policy of general business supermarket aboutcustomer service such as service time, credit, delivery, preferential services
Customer satisfaction: refers to the level of customer satisfaction with the quality ofgoods, service personnel and service quality
Customer loyalty: refers to the level of commitment / willingness to continue shoppingand referring to other customers
Based on the theoretical and research models proposed above, the researchhypotheses are given as follows:
Hypothesis 1: Supermarket facilities have a positive impact on customer satisfaction Hypothesis 2: Commodity in supermarkets have a positive impact on customer
satisfaction
Hypothesis 3: Reliability has a positive impact on customer satisfaction
Hypothesis 4: Supermarket staff have a positive impact on customer satisfactionHypothesis 5: Supermarket policy has a positive impact on customer satisfactionHypothesis 6: Customer satisfaction has a positive impact on customer loyalty
Trang 113.3 Research Methods
To accomplish the purpose of research, analysis of hypothetical research andtesting models, the author combines qualitative research methods and appropriatequantitative methods
3.3.1 Qualitative research methods
In order to find out how the quality of retail services is perceived by customers andwhat their relationship is with their satisfaction and loyalty, the author uses severalqualitative methods as follows:
Methods of collecting information and systematizing documents related to researchtopics, methods of analysis and synthesis; Comparative method, Expert method,Intensive interview method, typical case study method
3.4.2 Quantitative research methods
Used to verify research hypotheses
3.4.2.1 Method of investigation by questionnaire
This is one of the main research methods of the thesis In order to achieve theresearch objective of assessing the quality of retail services, the author chooses thetarget group to be the group of visitors
After in-depth interviews with the subjects to build the scale of retail servicequality and the initial questionnaire, the author uses this method to formulate a formalquestionnaire consisting of 3 phases: Designing questionnaires and surveys preliminary,official survey
Methods of sample selection: the author uses convenient sampling method
Determination of sample size: based on 03 methods of sample size determination, sothat the research results are of scientific value, the sample size from 180 -385 isrepresentative and can be generalized for the whole sample However, in the study, theauthor chose a sample size of 500 observations, larger than the specified sample size
3.4.2.2 Methods of data processing
a For secondary data: the author conducts analysis, synthesizes comparisons from data
of the General Statistics Office, general business supermarkets
b For primary data: Information from the official survey questionnaire was re-encoded,cleaned and processed via SPSS 20.0 statistical software, then proceed with thefollowing steps:
Assessing the reliability of scale: verification with Cronbach’s Alpha reliablecoefficient method
Testing the validity of the scale (Validity) through EFA and CFA analysis: Throughanalysis of EFA (Exploratory Factor Analysis) through the first data processingsoftware, SPSS 20 And through the Confirmatory Factor Analysis (CFA) to verifyconvergence value (similar value) and discriminant value (difference), StructuralEquation Analysis (SEM)
CONCLUSION OF CHAPTER 3
In chapter 3, the author presented the research process with specific contents.From the review of the research literature and systematizing the theoretical basis, theauthor has proposed his research model based on two models: RSQS and MLH Theauthor's model suggests changing the name of some retail service quality elements tosuit the market conditions in Vietnam in general and in Hanoi in particular including:
Trang 12Facilities, Commodity, Reliability, Supermarket Staff and Supermarket Policy Sincethen, the autho built research scale and customer questionnaire To solve the researchproblem, in chapter 3, the author presented appropriate qualitative and quantitativeresearch methods This is the premise for the author to test the research model andanalyze the situation in chapter 4.
Chapter 4
CURRENT SITUATION OF RETAIL SERVICE QUALITY OF SOME GENERAL BUSINESS SUPERMARKETS IN HANOI
4.1 Overview of retail system in Hanoi
4.1.1 Overview of the status of Hanoi's retail system from 2010-2016
According to the General Statistics Office, looking at Table 4.1, the number oftraditional markets still dominates the retail system in Hanoi with a total of 454 markets
in 2016, but the growth rate is slow direction However, the number of supermarkets inHanoi in the period of 2010-2016 tends to increase strongly
Table 4.1 Total models of retail systems in Hanoi.
Ho Chi Minh City 142 152 162 185 173 179 193
Source: The author synthesizes based on data of the General Statistics Office, 2016
4.1.2 Current situation of total retail and retail revenue of Hanoi from 2010-2016
In the period of 2010-2016, Hanoi retail market has a rapid growth According
to the published data of the General Statistics Office, in 2010 the total retail sales ofgoods and consumer service revenue is estimated at about 55,817.7 billion dong By
2016, this value reached 307,745.4 billion VND, 5.5 times higher than 2010 Thisindicates a strong and rapid growth of the retail market in Hanoi
In summary, when listing some information and data on the study area inHanoi, the scale and number of supermarkets in Hanoi tend to increase in the period2010-20116 Besides, retail sales also tend to increase strongly in the period of 2009-
2016 This shows that the retail market for supermarkets in Hanoi is increasinglydeveloping strongly in the future
Trang 134.2 Statistics describing customers in the research sample.
From 4 to under 10 million VND 238 55,5From 10 to 20 million VND 47 11,0
(Source: Author's survey results)
Thus, from the survey results, it can be seen that the group of customersmainly using retail services at supermarkets is female, aged from 20 to under 50 withthe main income of 4 to less than 10 million copper The frequency of customerscoming to weekly supermarkets account for the majority and when they come tosupermarkets, they mainly choose goods and necessities in two big supermarkets, BigCand VinMart
4.3 Current status of retail service quality of some general business supermarkets
in Hanoi City
Survey results of 450 customers have obtained their assessment of the status ofretail service quality in some general business supermarkets in Hanoi (Table 4.8)