Research about satisfaction level of customers when using electronic procurement service at cho lon supermarket district 5 Ho Chi Minh City

Research about satisfaction level of customers when using electronic procurement service at cho lon supermarket district 5 Ho Chi Minh City Research about satisfaction level of customers when using electronic procurement service at cho lon supermarket district 5 Ho Chi Minh City luận văn tốt nghiệp thạc sĩ

OUM OPEN MALAYSIA UNIVERSITY

RESEARCH PROJECT

(BMBR5103)

RESEARCH ABOUT SATISFACTION LEVEL OF CUSTOMERS WHEN USING ELECTRONIC PROCUREMENT SERVICE

AT CHO LON SUPERMARKET, DISTRICT

5, HO CHI MINH CITY

July, 2017

Table 3.1: Question

Table 3.2: Quality scale

Table 3.3: Satisfaction scale

Table 4.1: Characteristics of survey samples

Table 4.2: Cronbach's alpha of research concepts

Table 4.3: Test of KMO scale of SHL impact components

Table 4.5: Summary of the EFA analysis of the customer's satisfaction scale

CHAPTER I: INTRODUCTION 1.1 Research aim:

Survey '' What Factors affect to customer's satisfaction when using electronic equipment procurement services at Cho Lon Supermarket, District 5, Ho Chi Minh City?" is a research objective From this research goal it is possible to find out how each such factor impacts and how it impacts on the use of services at the company And in which, what are the factors in the business are positive and what factors have a negative impact on the satisfaction of customers This allows the company to capture business opportunities, service strengths that need to grow, and constraints compared to other competitors, improve them and create I competitive advantage in the market

Quality affects the performance of the product or service as well as customer's satisfaction This fact is genuinely important when it comes to how the consumer interprets the satisfaction that service provides and the judgment of the buying process as a whole Considering that, service quality is an abstract and elusive construct due to three characteristics of services: intangibility, heterogeneity, and inseparability of production and consumption In that way, we define service quality as perceived by the customer In addition, the perceived quality is the comparison between the perception and customer expectation Customer expectations are the expected service, arising from needs However, these can be more or less demanding than the real needs Perceptions are how the customer perceives the service provided, assessing whether this was appropriate or not Thus, for service providing organizations the interpretation of customer needs is critical Superior performance in services strengthens competitiveness and establishes a relationship with the customer, consolidating the brand and communication with the market, etc This paper aims to evaluate the quality of the supermarket through the fuzzy SERVQUAL and fuzzy AHP The results showed that the services have many gaps to be improved

As stated, the SERVQUAL scale model has been tested in many markets and countries However, many research results show that for quality of service, the quality model and quality scale vary by country and type of service In our country, the research on service quality and customer's satisfaction is not much, but at the beginning Furthermore, measurement is not yet highly reliable as these behavioral studies often directly measure latent variables instead of using observational variables to measure latent variables

With the above mentioned concerns, this research aims to explore the components of a quality of service and measure them at Cho Lon supermarket Detail in below:

1 Evaluate the level of customer's satisfaction for service quality at Cho Lon supermarket

2 Identify the factors that affect customer's satisfaction about the quality of service at Cho Lon supermarket

3 Suggest solutions to improve the quality of service at Cho Lon supermarket next time

1.2 Research question:

"What factors affect to customer's satisfaction when using electronic equipment procurement service at Cho Lon Supermarket, District 5, Ho Chi Minh City?"

1.3 Context and relevance:

With the continuous opening of the selling point, electronics businesses are forming big business chains In the year 2016, the electronics market achieved a turnover of about 70 trillion dong According to a research by the German market research group GFK, Vietnam ranks fifth in the fastest growing electronics market worldwide This country is the fastest growing industry in Southeast Asia That shows the business of electronic products in Vietnam is the direction of many businesses today

Ten years ago, Vietnam was still a small chain in the global electronics supply chain, but

by 2014, the value of electronics exports had grown up to $ 38 billion Electronic products

business of large enterprises in the industry has significant growth Notably, Vietnam's consumer electronics sales are forecasted by GFK to be among the top five fastest growing markets next year, with an increase of $ 0.6 billion Even with a young population, of which 70% of the population in working age with high demand for electronic products, the retail market in Vietnam is still considered to be untapped

Therefore, this is a good opportunity for supermarkets to expand their business, gain market share However, nowadays, this market is still a fertile ground with the participation of big shareholders such as Green Machine, Phong Vu, Nguyen Kim and 40% of total market share of other retail chains That is why service development, improving customer's satisfaction is one of the top tasks

1.4 Scope and Method of research:

This thesis will investigate and clarify the factors that affect customer's satisfaction when using shopping services at Cho Lon Supermarket, District 5 HCM The thesis will revolve around exploring these factors to see how important they are, determining what is most likely to influence customer's satisfaction, and to identify strengths And the weaknesses

of Cho Lon Electric Power, thereby developing and overcoming them, increasing competitiveness and capping new opportunities to change the quality of service to fit the needs of our customers

The restriction of this essay is that it is made in a short time, which is why it is necessary

to carry out the required progress Therefore, it is only possible to carry out a survey in a very small area, namely, Cho Lon Electric District 5, Ho Chi Minh City, while supermarket chains also have branches in Tay Ninh, Ca Mau, Da Nang, Bac Lieu, Phan Thiet, because this result will not be accurate Part of the sampling was a random survey of 150 people who used to shop at the District 5 supermarket

This topic focuses on the factors affecting the customer's satisfaction at Cho Lon supermarket and is implemented in 2 main steps: preliminary research and official study

Preliminary research is done by qualitative method Focus group discussion techniques were used in this study and it was used to explore the factors that influence customer's satisfaction and to add to the theoretical scale the factors that affect satisfaction Of the client and hence build up a formal research model and make research hypotheses

The formal study was conducted through direct interviewing technique at Cho Lon supermarket This study aims to test the measurement scale and theoretical models The scale was preliminarily tested with Cronbach alpha reliability and the multiple linearity analysis and exploratory analysis was performed through the SPSS statistical data processing software for measuring the scale and testing the research model

1.5 Structure of the Paper:

The next chapter aims to analyze the literature related to customer's satisfaction, its importance to the business, the relationship between service quality and customer's satisfaction In addition, Chapter 1 is introduction which is the first part of the process, setting down the direction of the paper and laying out exactly what the research paper is trying to achieve Chapter 2 is that somebody will be able to gain an overall view of the paper without needing to read the whole thing Chapter 3, presents the use of methods to collect data from service users in Cho Lon Supermarket Chapter 4, will present findings from collected data Chapter 5, data analysis and discussion of the results obtained after using SPSS Finally, chapter 6, concludes what has been done and sets out the limitations

of that study

CHAPTER II: LITERATURE REVIEW

Vietnam's electronics market has experienced strong growth in sales as well as the number

of retailers entering the market By 2015, Vietnam's electronics market will grow by about 20%, with a scale of about 7 billion USD Meanwhile forecast from research firm Statistic (Germany), estimated retail market in Vietnam in 2016 can reach sales of $ 100 billion, of which the consumer electronics industry is about $ 10 billion This growth rate is partly due to a sharp increase in consumer demand With a population of more than 90 million people, while the proportion of people in working age, plus rising living standards and incomes, is a powerful force to push up demand for electrical goods Vietnam's consumption of electronic products will increase from 7.3% to 11.9 in the coming years Besides, in the past, the supermarkets have also had many strategic solutions to reach customers, especially quality and service issues, to promote the purchase behavior of customers

However, the current battle in the electronics market is focused on big names such as Phong

Vu, the Green System of the Mobile World, Media art Each big man takes a unique advantage, Developed specifically to compete and win the market pie has been divided into very small That caused a lot of difficulties for Cho Lon

2.1 Importance of customer's satisfaction:

Customer's satisfaction is considered the cornerstone of the marketing concept of satisfying customer needs and expectations (Spreng, MacKenzie, & Olshavsky, 1996) Satisfied customers are an important factor in maintaining long-term business success and appropriate business strategies to attract and retain customers (Zeithaml & GCT, 1996) Customer's satisfaction is the assessment based on customer experience, which is how much they expect of product characteristics or service functions from a supplier (Gerpott

et al., 2001) However, there is a definition of customer's satisfaction as one's emotion, which may be disappointment, as a result of comparing the performance of the product

with the results that he or she desires Keller, 2009, p 789) Not only that, according to Oliver, 1997 Customer's satisfaction is the response and evaluation of the customer to the perfection of a product or service So how important is satisfaction to be able to draw some kind of attention to the researchers?

One of the indispensable results of that satisfaction is giving the company loyal customers (Anderson and Sullivan, 1993, Fornell, 1992, YuEt al., 2005, Guillaume, 2008, Vesel and Zabkar, 2009) And that can bring big profits to the company (Anderson et al., 1994, Mittal and Kamakura, 2001) In addition, customers can pay a higher price for existing products (Homburg et al., 2005), increased shopping, downsizing costs, enabling companies to increase their competitiveness On the market, keep their customers (Ho, Huang, Huang, Lee, Rosten & Thang, 2009)

In a market where competition is always on the upturn, companies are constantly innovating to grasp advantage over competitors (Alderson, 1957; Day & Wensley, 1983; Hunt & Morgan, 1995; Morgan & Hunt, 1994), and for that reason job satisfaction is always a more urgent task than ever

Customer's satisfaction surveys have been widely disseminated as service quality influences customer's satisfaction (Parasuraman et al., 1988, Herrmann et al., 2000, Kim et al., 2004) Gonzalez et al., 2007) Examine the consequences of customer's satisfaction, such as customer loyalty (For example, Anderson and Sullivan, 1993; Fornell, 1992, YuEt al., 2005, Guillaume, 2008, Vesel and Zabkar, 2009 ) Or profit (for example, Anderson et al., 1994, Anderson and Sullivan, 1993; Vinnie, 2001; Coelho and Vilares, 2010)

Inductive research is a flexible approach because there is no requirement of pre-determined theory to collect data and information The researcher uses the data and facts to reach the tentative hypothesis and define the theory as per the research problem This gives the research to give inductive arguments (Mertens 2008) Inductive approach is highly capitalized with the interpretivism philosophy Inductive approach will allow the

researcher to provide a variety of real life examples (Ridenour, Benz and Newman 2008) Deductive approach is linked with the positivism philosophy, which includes hypothesis

to prove capumptions In this kind of approach it is necessary for the researcher to be general, but this research issue is specific and related to the development of human resources in the organization (Ritchie and Lewis 2003)

2.2 Quality of service and relationship with customer's satisfaction:

Quality of service is defined in many different ways depending on the research subject and the research environment Quality of service is the extent to which a service meets the needs and expectations of customers (Lewis & Mitchell, 1990; Asubonteng & ctg, 1996; Wisniewski & Donnelly, 1996) Edvardsson, Thomsson & Ovretveit (1994) argue that service quality is a service that meets the expectations of customers and satisfies their needs According to Parasuraman & ctg (1985, 1988), service quality is the distance between customer expectations and their perceptions when used through the service According to Zeithaml, 1988, service quality is the overall customer appreciation for service excellence There is, however, research that suggests that customers evaluate the quality of their service based on a comparison between their expectations and the service (Meshack and Datta 2015)

And that is one of the vital and indispensable things for the business, not only that it is a catalyst to increase profitability, improve competitive advantage over time (Carter, McKinley, Wise, & MacLeod, 2002) Because it is the engine to turn customer's satisfaction into loyalty to the company, if the business can meet the needs and expectations

of customers in a product, the customer's satisfaction The higher the quality of the product (Lee, Lee, & Kang, 2012) Therefore, improving service quality is indispensable

There are different views on the level of customer's satisfaction (Oliver 1997) Bachelet (1995: 81) defines customer's satisfaction as an emotional response of the customer in response to their experience with a product or service

Often, service providers often assume that service quality is the level of customer's satisfaction However, many studies show that quality of service and customer's satisfaction is the different distinct concepts (Zeithaml & Bitner 2000) Customer's satisfaction is a general concept, expressing their satisfaction when consuming a service Meanwhile, service quality focuses on specific components of service (Zeithaml & Bitner 2000) Service quality is related to the service delivery process, and satisfaction only appears after the customer has used the service Therefore, when customers use the service and feel the high quality of service, they will be satisfied with the service and vice versa, when customers feel the quality of service is low, they feel not satisfied

2.3 Parasuraman model (SERVQUAL): Quality of service

➢ Service quality gaps model by Parasuraman et al (1985)

Parasuraman et al (1988) suggested that customer expectations are what the customers think a service should offer rather than what might be on offer Zeithaml et al (1990) identified four factors that influence customers’ expectations: word-of-mouth communications; personal needs; past experience; and external communications A gap is created when the perceptions of the delivered service is not as per the expectations of the customer This gap is addressed by identifying and implementing strategies that affect perceptions, or expectations, or both (Parasuraman et al., 1985; Zeithaml et al., 1990) Parasuraman et al (1988) stated that SERVQUAL had been designed to be “applicable across a broad spectrum of services” and the format could be adapted to fit specific needs, and that it would be most valuable when used to track service quality trends periodically They proposed that the SERVQUAL model could be extended to measure gaps in quality and could therefore be used as a diagnostic tool to enable management to identify service quality shortfalls The gap score is calculated by the perception statements being deducted from the expectation statements If any gap scores turn out to be positive then this implies that expectations are actually being exceeded This allows service managers to review

whether they need to re-deploy resources to areas of underperformance (Wisniewski, 2001)

The most well-known model is the model of Parasuraman et al (1985) which is widely utilized in the literature The model attempts to show the salient activities of the service organization that influence the perception of quality Moreover, the model shows the interaction between these activities and identifies the linkages between the key activities

of the service organization or marketer which are pertinent to the delivery of a satisfactory level of service quality The links are described as gaps or discrepancies: that is to say, a gap represents a significant hurdle to achieving a satisfactory level of service quality (Ghobadian et al., 1994)

Parasuraman et al (1985) proposed that service quality is a function of the differences between expectation and performance along the quality dimensions They developed a service quality model (Figure 1) based on gap analysis The gaps include (Seth and Deshmaukh, 2005):

Gap 1: Customer's expectation - management gap This gap addresses the difference between consumers’ expectations and management’s perceptions of service quality Gap 2: Management perception-service quality specifications gap This gap addresses the difference between management’s perceptions of consumer’s expectations and service quality specifications, i.e improper service-quality standards

Gap 3: Service quality specification-service delivery gap This gap addresses the difference between service quality specifications and service actually delivered, i.e the service performance gap

Gap 4: Service delivery-external communication gap This gap addresses the difference between service delivery and the communications to consumers about service delivery, i.e whether promises match delivery

Gap 5: Expected service-perceived service gap This gap addresses the difference between consumer’s expectation and perceived service This gap depends on size and direction of the four gaps associated with the delivery of service quality on the marketer’s side

➢ SERVQUAL model

According to this model, SERVQUAL scale has proposed by Parasuraman et al.(1988) for measuring Gap 5 Parasuraman et al (1985) mentioned ten factors for evaluating service quality (including tangible, reliability, responsiveness, courtesy, credibility, security, accessibility, communication and understanding the customer) These ten factors are simplified and collapsed into five factors These five dimensions are stated as follows (Van

Iwaarden et al., 2003; Shahin, 2006):

Quality of service is defined as the gap between customer service expectations and their perception when used through the service Based on the traditional definition of service quality, Parasuraman has built the SERVQUAL To assess service quality, there are 22 variables of 5 components to measure expected quality and perceived service:

1 Reliability

• When the company promises to do something at some point, they will do it

• When you have a problem, the company demonstrates that it really wants to solve the problem

• The company performs right service right from the first time

• The company provides the service exactly as promised

• The company warns not to make any mistakes

2 Responsiveness

• Company employees tell you when to do the service

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• Company staff quickly perform services for you

• Employees are always available to help you

• Employees are never too busy to meet your requirements

3 Assurance

• Employee behaviors that cause you confidence

• You feel safe while dealing with the company

• Company staff is always with you

• Employees know enough to answer your questions

4 Empathy

• The company always pay special attention to you

• The company has employees who care about you

• The company that benefits you is their thing

• Your employees understand your needs

• The company works at convenient times

5 The tangibility

• The company has very modern equipment

• The facilities of the company look very eye-catching

• The company staff is dressed up

• The company's brochures related to the service look beautiful

In fact, there have been many scientific studies using SERVQUAL as a tool for evaluating service quality, for example:

“Applying the fuzzy SERVQUAL method to measure the service quality in certification & inspection industry - Ru Liua, Lixin Cui , Guangfeng Zeng , HongyanWub, Chengjie Wang , Shan Yanb, Bingyan Yan 2015”

“A fuzzy SERVQUAL based method for evaluated of service quality in the hotel industry

- Stefano, CasarottoFilho, Barichello, Sohn 2015”

“Measuring the performance of IT services: An Calescent of SERVQUAL - Helen Kang, Graham Bradley 2002”

A study by Mangkolrat (2008) has shown the effects of the SERVQUAL model on the business of measuring the quality of service First, businesses can capture customer cycles,

or in other words, what they want in the service, capture the customer's trends, and then get the business out of the business Following this model, the company identifies shortcomings as well as outstanding gaps in services and addresses weaknesses, improves service quality, and enhances customer's satisfaction The model helps businesses identify the strengths and weaknesses in service quality and what the business needs to do Model has been widely applied to different types of businesses at different times Therefore SERVQUAL is suitable for periodical use in order to follow the quality of service of the organization

The SERVQUAL approach contains a questionnaire that evaluates five generic service dimensions or factors through 22 questions, evaluating both expectation and performance using a seven point Likert scale This approach evaluates service quality by calculating difference (gap) between customer expectations and perceptions (service quality= P – E) 'P' denotes customer perception of service or performance and 'E' denotes expectations before a service encounter deliver the actual service (Lewis and Booms, 1983; Parasuraman

et al., 1985) If the answer is negative, then dissatisfaction occurs, otherwise, the Service Quality is achieved This equation is usually called gap analysis (Zahari et al., 2008), but

as it was emphasized, this approach only measures gap 5

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Internal service quality model by Frost and Kumar (2000) Frost and Kumar (2000) developed an internal service quality model The model (Figure 2) evaluates the dimensions, and their relationships which determine service quality gaps among internal customers (front-line staff) and internal suppliers (support staff) within a large service organization The gaps are as follows: Internal gap 1: Difference in support staff’s perception (internal supplier) of front-line staff’s expectation (internal customers) Internal gap 2: Difference between service quality specifications and the service actually delivered resulting in an internal service performance gap Internal gap 3: Difference between front-line staff’s expectations and perceptions of support staff’s (internal supplier) service quality This is the gap which focuses on the front-line staff (internal customers)

Model of Service Quality Gaps by Luk and Layton (2002) Luk and Layton (2002) developed the traditional model of Parasuraman et al (1998) by adding two more gaps They reflect the differences in the understanding of consumer expectations by manager and front-line service providers and the differences in consumer expectations and service providers' perception of such expectations

2.4 Quantitative data:

Quantitative research involves data collection, analysis and interpretation It is mainly a statistical analysis method to solve the research problem, because data used in it, is mathematical and statistical form Quantitative research is objective and uses concepts, constructs, hypothesis which makes up a theory (Qualitative vs Quantitative Research, 2011) whereas; Qualitative research is based on texts and images, pictures etc (Creswell, 2003) Qualitative research includes focus group, in-depth interview, and observation to collect data and then it analyze for the study It is subjective in nature and describes the problem of research in depth to find out its solution

Quantitative research includes survey, sampling and census method to collect data It requires the data in the numerical value, which can be count A researcher use all these data

on the basis of the way in which a number of people act, think and feel, because in this

method number of interview are considered There are many methods by which data can

be collected like experiments, observational study, and survey Quantitative research uses numbers, and numerical values to summarize the whole study, and to look relationship between variable and participants of the research (Neill, 2007) A quantitative research begins with a hypothesis and test for confirmation and rejection of that theory Quantitative research focuses on the measurement and amount of characteristics and behavior of people (Thomas, 2003)

• Critical discussion and development of the models of service quality gaps

The service quality gaps models can be criticized on both methodological and conceptual grounds (Carman, 1990; Cronin and Taylor, 1992; Teas, 1993; Brown et al., 1993) Cronin and Taylor (1992) proposed that there is a lack of evidence supporting the expectation-performance gap as a predictive measure of service quality They believe that assessing customer perception is enough for evaluating service quality and it is unnecessary to measure customer expectations in service quality research They oppose evaluating service quality by calculating the difference between customer perceptions and customer expectations (P-E) Indeed, they define Service Quality as a customer Perception (of Performance only) without expectations They proposed that the performance based measurement approach (SERVPERF) is more in conformance with the existing attitude and customer satisfaction literature and is superior to the perception-expectation gap approach

Teas (1993) questioned the validity of perception-expectation gap with conceptual and operational problem in the definition of the expectation While perception (P) is definable and measurable in a straightforward manner as the customer belief about service is experienced, expectation (E) is subject to multiple interpretation by different authors/ researchers (e.g Babakus and Inhofe, 1991; Dabholkar et al., 2000; Gronroose, 1990; Teas,

1993, 1994) They believe that expectation concept is doubtful and conceptualized owing

to there are plenty definition for the term expectation in service quality literature where it

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is defined as ‘normative expectation’ with concern to organization constraints such as human resource or facilities and equipment’s limitation or ‘ideal expectation’ without any concern to limitation and constraint, it means what the customer would expect from excellent service Initially, Parasuraman et al (1985, 1988) defined expectation as "desire

or wants of customer"; what they feel a service provider should offer rather than would offer (Jain and Gupta, 2004)

Brown et al (1993) raised psychometric concerns regarding the use of difference score and felt that the gap model would display poor reliability, because expectation and perception could be positively correlated They also suggested that if the statistical variance of performance score and expectation score are different, any tests of statistical significance would become more complex The other criticizer claims that SERVQUAL is not applicable to a wide variety of service contexts as the common tool for evaluating service quality (Carman, 1990)

The above explanation provides a critical discussion of the traditional models, but it is not convincing and it seems that this model still needs to be further developed In the following, other shortcomings in gaps models are addressed and a model is developed based on the discussion Considering the critical discussion, more gaps are added to the previous models The proposed model is illustrated and the added components, gaps and links are highlighted The new components which are proposed to be fitted in to the model include:

- Ideal service standards;

- Service quality strategy and policy;

- Translation of service quality strategy and policy into service quality specifications and service design;

- Management perceptions of customer perception

- Employee perceptions of customer perception

2.5 Conclusion:

Thus, it can be seen that customer's satisfaction has a positive impact on the business in the long term, such as growth in profits, competitiveness That forced the business that

specifically here is Cho Lon Power Machine must change or improve the quality of its service On the other hand, the company is in the midst of a fierce competition from other electronics retailers that are gaining a large market share, for enhancing customer's satisfaction, maintaining competitive advantage, Seizing the opportunity to grow market share is more urgent than ever, although the electronics market is in great demand and constantly growing in profit And to be able to study customer's satisfaction, SERVQUAL

is a useful tool for companies to develop their current service, capture customer needs, and manage quality of service

Quality of service is dependent on the distance between the customer's expectations for a service and their perception of the service Quality of service consists of five main components: responsiveness, service capability, reliability, empathy and tangible means

In this chapter, the author presents a theoretical and theoretical model of the relationship between these components to the level of customer's satisfaction The next chapter presents the research methodology used to test the scale model and the theoretical model of service quality

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CHAPTER III: RESESEARCH METHODOLOGY

In the last section, we have seen the link between service quality and customer's satisfaction, its positive impact for businesses focused on how to improve customer's satisfaction groin And in this chapter will talk about research methods that can answer the question: “What Factors affect to customer's satisfaction when using electronic equipment procurement services at Cho Lon Supermarket, District 5, Ho Chi Minh City ", and one of them is the Parasuraman’s model (SERVQUAL) which will help answer this question

3.1 Preliminary research:

• Inductive Approach:

Inductive is one of the theoretical methods by which the researcher puts forth a rule or principle through observation (from one to the other) And often involves data collection and analysis Accordingly, there will be no theory in the early stages of research and progressively progressing until the research results (Babbie, 2014) Unlike the interpretive approach, it is a tendency to apply old methods to new problems, while the interpretative approach is reversed (Graham and Carmichael, 2012) Example, In accounting, the induction process begins with the observation of accounting data of the reporting units such

as sales, purchases, financial ratios, cash flow, debts, capital, and many other data than can

be reached via accounting information system The observations of financial data of a number of companies are meticulously studied and their similar characteristics are found

by one's mind If the data have repetitive relationships, then some principles can be formed and in some cases new thoughts can be induced hay For example, based on historical data, the cash to sales ratio of several companies belonged to the same industry might suggest a certain trend Based on this ratio, we can predict the future cash revenues So that, the inductive approach is completely applicable to this topic

• Research Design:

The study used a questionnaire for surveying and collecting information, with 20 questions based on the Parasuraman Doctrine of Service Quality of Cho Lon Supermarket, and five levels of evaluation Questionnaires can be administered in a variety of ways They can be distributed by hand or by post, or sent by email to be printed out, completed and then returned A newer alternative approach is to deliver the questionnaire entirely electronically via the internet, as an online questionnaire Respondents access the web page, read the questionnaire and enter their responses directly on to the page Surveys using self-completion questionnaires have some distinct advantages over face-to-face interviews:

▪ They are cheap to administer The only costs are those Capacitated with printing or designing the questionnaires, their postage or electronic distribution

▪ They allow for a greater geographical coverage than face-to-face interviews without incurring the additional costs of time and travel Thus they are particularly useful when carrying out research with geographically dispersed populations

▪ Using self-completion questionnaires reduces biasing error caused by the characteristics of the interviewer and the variability in interviewers’ skills

▪ The absence of an interviewer provides greater anonymity for the respondent When the topic of the research is sensitive or personal it can increase the reliability of responses

• Data Collection :

After setting up the questionnaire, the questionnaire will be distributed to 200 customers who bought at Cho Lon Supermarket, District 5, Ho Chi Minh City Due to the limited time allowed for the topic, it is only possible to survey at this site with limited sample size The survey is conducted from July 8th to July 27th, supermarkets have a promotion program

of 40% for some electronic items attract customers

• Data Analysis

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SPSS (Statistical Product and Service Solutions) is computer software used for statistics purposes SPSS provides users with a solution for data management plus powerful data processing and analysis capabilities In addition, with its user-friendly interface, users can easily use the functions of the toolkits available for their research With an extremely powerful management system and versatile analytical toolbox, SPSS is used in many other areas, specifically:

Research psychology: psychology of housework, psychology students ;

Sociological studies: people are thinking in rebuilding markets, census statistics ; Market research: market expansion; Customer's satisfaction, customer purchase behavior, loyalty, etc., from which to determine product development orientation

Research on biodiversity in agro-forestry development

The popularity and strength of MS-Excel is unquestionable People develop software packages using MS-Excel and use it for statistical calculations However, it is a tedious way of doing it There is a solution available in the form of SPSS that makes statistical analysis very simple This package has some distinct properties that make it better and stronger solution over MS-Excel

▪ Easier access to the purely statistical aspects: Since it is dedicated software for statistics,

it contains built-in functions for data analysis These functions work more speedily and easily than MS-Excel

▪ Statistics tests are easier in SPSS: This package is equipped with a complete set of

statistical tests and one can run them pretty easily and effectively

▪ Pivot tables are excellent in SPSS: Pivot tables are one of the main tools that make MS

Excel user-friendly However, SPSS brings a set of strong Pivot tables, stronger built-in function and add-in tools for data analysis They make SPSS better than MS-Excel

▪ Detailed charts and graphs: SPSS bring high quality graphs and charts that can help

greatly in the statistical analysis of the data There is an improved quality of presentation and visual quality of graph in SPSS

▪ Creating tables is easier: SPSS brings easier method of table creation and report

generation for the data It has built-in functions for the commonly used functions that are helpful in report generation

▪ Convert codes in values easily: Statistical data collected for a survey deals with a variety

of codes that make the data collection easier However, you need proper description in the final representation of the report SPSS has incredible capability of converting the codes into meaningful terms

▪ Missing values are never a problem in SPSS: Since the statistical data in a research is

based on actual values, there are so many missing values here and there SPSS would give you accurate results in spite of missing values and you should never bother about it This feature is available in-built in SPSS and it is not an add-on feature like MS-Excel

▪ Preventing data entry errors: SPSS can stop and correct the data entry errors at the entry

points itself You can define data ranges or predefined data values so that erroneous values are trapped at the entry level

▪ Unlimited rows: This is the most fascinating advantage that SPSS carries over MS-Excel

Statistical analysis with huge data points can be possible using SPSS

• Validity :

Problem with data gathering represents several concepts that to the non-researcher may be quite complex But basically validity boils down to whether the research is really measuring what it claims to be measuring For instance, if a marketer is purchasing a research report from a company claiming to measure how people prefer the marketer’s products over competitors’ products, the marketer should understand how the data was gathered to help determine if the research really captures the information the way the research company says it does

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• This research has many limitations, first of which is limited research time, which is why it

is only possible to conduct research at a branch of Cho Lon Electrode in District 5 with the

number Sample size is 150 people who use the service and shopping at the supermarket

• Reliability :

Reliability relates to the consistency of a measure A participant completing an instrument meant to measure motivation should have approximately the same responses each time the test is completed Although it is not possible to give an exact calculation of reliability, an estimate of reliability can be achieved through different measures Cronbach is the most commonly used test to determine the internal consistency of an instrument The Cronbach result is a number between 0 and 1 An acceptable reliability score is one that is 0.7 and higher This research will be highly influenced by the limited time available, the limited number of samples and the fact that only one branch of the Cho Lon electronics factory could be surveyed Survey results can not cover all customers who use the service at the entire branch of the supermarket

3.2 Official quantitative study

The sample size depends on the analytical method, which uses exploratory factor analysis (EFA) Factor analysis has at least 100 formulas (N = 20 variables x 5 scales) So the paper has 150 samples

1 The company has modern equipment 1 2 3 4 5

2 The company's facilities look attractive 1 2 3 4 5

3 Staff are courteous polite 1 2 3 4 5

4 The company has convenient transaction time

1 2 3 4 5

Trust level

1 The company has fulfilled its promise

at the right time

1 2 3 4 5

2 The company has sincerely solved the problem you encountered while using the service

1 2 3 4 5

3 The company does the right service for the first time

1 2 3 4 5

4 The company provides timely service 1 2 3 4 5

5 The company informs the customer when the service is performed

1 2 3 4 5

The level of

response

1 Company staff will serve you quickly 1 2 3 4 5

2 Company staff are available to assist you

1 The company expresses interest in you 1 2 3 4 5

2 Company employees show personal interest in you

1 2 3 4 5

3 The company shows special attention

to your greatest concerns

1 2 3 4 5

4 Company staff understand your needs 1 2 3 4 5

Research data analysis method

Descriptive statistics method:

Mean: Mean, Average: is the sum of all observed variables divided by the number of observations

Median (KH: Me): is the value of the vertical variable in the middle of a sequence that has been ordered in ascending or descending order

Mode (KH: Mo): is the value of the highest frequency in total or in a series of distribution numbers

Variance ( 2) is the mean of the squared deviations between variables and the mean value of those variables

Standard deviation ( ): is the square root of the variance

Test Cronbach's Alpha