Research on customer satisfaction when using services at Bach Hoa Xanh convenience store

TRƯỜNG ĐẠI HỌC SƯ PHẠM KĨ THUẬT THÀNHPHỐ HỒ CHÍ MINH FACULTY OF HIGH QUALITY TRANING RESEARCH METHOD Research on customer satisfaction when using services at Bach Hoa Xanh convenience s

TRƯỜNG ĐẠI HỌC SƯ PHẠM KĨ THUẬT THÀNH

PHỐ HỒ CHÍ MINH

FACULTY OF HIGH QUALITY TRANING

RESEARCH METHOD

Research on customer satisfaction when using services at

Bach Hoa Xanh convenience store

Dr Nguyễn Khắc HiếuName ID Nguyễn Cảnh Dũng 19124065 Phạm Anh Khoa 19124072 Đinh Sỹ Hưng 19124040

Ho Chi Minh City, June 2021

TABLE OF CONTENT

THANK YOU 1

Introduction 2

1.1 Reason for choosing topics 2

1.2 Research objectives 2

1.3 Research methods and data 2

1.3.1 Research methods 2

1.3.2 Data 2

1.4 Meanings of the research 2

1.5 Structure of the report 2

CHAPTER 2 LITERATURE REVIEWS AND RESEARCH MODEL 4

2.1 Definition of key concepts 4

2.1.1 The concept of satisfaction 4

2.1.2 Concept of service quality 4

2.2 Literature reviews 5

2.3 Research model 12

2.3.1 Reason why we choose this topic 12

2.3.2 Table of content for the model 12

2.3.2 Research model propose 15

2.4 Research Hypotheses 16

CHAPTER 3: RESEARCH METHODS 18

3.1 Research process 18

3.2 Scale construction 18

3.3 Data collection and sample 20

3.4 Data analysis 20

3.4.1 Descriptive 20

3.4.2 Cronbach’s alpha analysis 20

3.4.3 Eploratory factor analysis (EFA) 21

3.4.4 Regression 22

3.4.5 T-test, ANOVA 22

CHAPTER 4: RESEARCH RESULT 24

4.1 Descriptive statistic 24

4.1.1 Demographics 24

4.1.2 Descriptive statistics of variables 25

4.2 Cronbach’s alpha analysis 27

4.2.1 FF (Non of Facilities Factor) 27

4.2.2 CF (Non of Confidence factor) 27

4.2.3 PF ( Non of Personal interaction factor) 28

4.2.4 PS (Non of problem solving factor) 28

4.2.5 OF ( Non of Operation factor) 28

4.2.6 SQ ( Non of Satisfaction quality factor) 29

4.3 Exploratory factor analysis (EFA) 29

4.3.1 FF 29

4.3.2 CF 30

4.3.3 PF 31

4.3.4 PS 32

4.3.5 OF 33

4.4 Regression analysis 34

4.5 T-Test analysis and ANOVA 34

4.5.1 T-Test analysis 34

4.5.2 ANOVA 35

CHAPTER 5: CONCLUSIONS AND SUGGESTIONS 36

5.1 Conclusions 36

5.2 Suggestions 36

5.3 Limitations 36

References 37

TABLE OF FIGUR Figure 2.2 1 Picture a, Research model “ FACTORS AFFECTING SATISFACTION ABOUT THE SERVICE QUALITY OF THE STORE GREEN SHOP IN THE LOCATION OF CITY HO CHI MINH” 7 Figure 2.2 2 Picture b, Research framework of “The Determinants of Customer Loyalty: The Case Study of Saigon Co.op Supermarkets in Vietnam” 8 Figure 2.2 3 Picture of the research framework “ THE INFLUENCE OF PRICE, SERVICE QUALITY, AND PHYSICAL ENVIRONMENT ON CUSTOMER SATISFACTION CASE STUDY MARKOBAR CAFE MANDO” 1 Figure 2.3 2 Picture Proposed Research Model by Our Group 1 Figure 4.1 1 Gender 23

TABLE OF TABLE

Table 2 1M.Cristo., D.P.E.Saerang., F.G.Worang (June, 2017) THE INFLUENCE OF PRICE, SERVICE QUALITY, AND PHYSICAL ENVIRONMENT ON CUSTOMER SATISFACTION CASE STUDY MARKOBAR CAFE MANDO 1

Table 3 1 Table the all 5 Factors for the customers satisfaction research of our group 13

Table 3 2: The scales of the factors in the research model 1 Table 4.1 1Gender: 23

Table 4.1 2 Fequencies: 23

Table 4.1 3 AGE: 24

Table 4.1 4 Income: 24

THANK YOU

The first words allow the author to express sincere and deep gratitude to Dr Le Khac Hieu the author's scientific guide, oriented the topic, directly guided and gave valuable suggestions tohelp the author during the research process

-The author would like to thank the teachers and teachers of Ho Chi Minh City University ofTechnology and Education for teaching and imparting valuable knowledge as the foundation forcarrying out this study

At the same time, the author would like to thank the teachers and post-graduate teachers of

Ho Chi Minh City University of Technology and Education for enthusiastically helping and guidingthe author to complete the procedures related to the research paper

The author would also like to thank the brothers, sisters and colleagues for creatingfavorable conditions, providing documents and discussions to help the author complete the scales,survey questionnaires and take the time to consult participate and respond to the survey

Finally, the author would like to thank family and friends for their support and supportduring the study and research results

Sincerely thank

Ho Chi Minh City, June 2021

Thesis author

Nguyễn Cảnh Dũng Phạm Anh Khoa Đinh Sỹ Hưng Scientific instructors:

Dr Lê Khắc Hiếu

1.1 Reason for choosing topics

The fast pace of life has changed the habits of most urban people in Vietnam Instead ofchoosing goods at markets and supermarkets, they tend to want to go to convenience stores to savetime and buy quality goods Within a short time, Vietnamese convenience store chains have sprung

up like mushrooms and dominated the market Convenience stores that have been established for along time and have many reputations, such as Family Mart, Circle K, increasingly gain the trust ofcustomers and expand their operations to more branches Along with the development andexpansion of long-standing convenience stores, new convenience stores were also built andbranded, such as Shop & Go, Ministop, Vinmart+, Green Bach New brands contribute to increasingthe competitiveness of the Vietnamese market This leads to each brand need to do their serviceswell to be able to attract customers to bring trust to generate profits for themselves Therefore, thisstudy aims to "Research on customer satisfaction when using services at Bach Hoa Xanhconvenience store."

1.4 Meanings of the research

Help a part of people have access to more convenience stores Help solve the inevitableneeds of every family while protecting everyone's health It also helps the management to betterdevelop the service to better meet the needs of customers

1.5 Structure of the report

Chapter 1: Introduction

Chapter 2: Literature reviews and research model

Chapter 3: Research methods

Chapter 4: Research results

Chapter 5: Conclusions and suggestions, implications of research for Customers satisfactionwith the service at BACH HOA XANH convenient store

CHAPTER 2 LITERATURE REVIEWS AND

RESEARCH MODEL

2.1 Definition of key concepts

2.1.1 The concept of satisfaction

Currently, a satisfied consumer is defined in many different ways, and there is a lot ofdisagreement about what makes customers happy Philip Kotler writes: “Actual satisfaction is aperson's feeling of pleasure or disappointment as a result of a task when comparing the actualobtained product (or outcome) with their expectations”

As Hansemark and Albinsson then have a thought: "Customer satisfaction refers to a client'scurrent outlook a service supplier, or a feeling to the gap between how a customer expects and what

he or she gets with the satisfaction of a need, purpose, or willingness."

So customer satisfaction is understood in an easy way to understand that consumers haveknowledge about the product they are about to buy as well as the service Thereby they will havethe most subjective and objective assessments

After a customer's wants and expectations have been met, satisfaction is the most importantattitude of emotion Client satisfaction is generated via experiences, particularly when it is acquiredthrough the purchase and use of goods or services

Buyers will make a comparison between reality and expectations after attempting to buy andutilize—the next rate how happy or unsatisfied they are

2.1.2 Concept of service quality

There are many different types of services, and therefore definitions of service types willhave different concepts; But in general, a service is what the customer feels about it Buyers havedifferent feelings, opinions, and personal requirements, so the perception of service quality is alsovery different

This degree about which network operators satisfy the standards and needs of consumerswith that service is referred to as service quality As a result, consumers are the primarydeterminants of service quality; the higher the degree of client satisfaction, the service is goodquality

Because the client determines the quality of the service, the quality will be subjective; it willrely on the client's degree of demands and expectations; therefore, each service will have distinctsensations As a result of this, the quality will be varied.

2.2 Literature reviews

Currently, our country's economy is developing with a fairly high growth rate, averaging7.3%/year Through that, it also shows us that people's income level has also improvedsignificantly, so the demand and quality of people's life and work are increasing day by day Tomeet this demand, jobs provide more and more goods and services, especially in the field ofconsumer goods In the current context, when the valuation of used items is a hot topic of socialorganizations, the growing convenience supermarket chain, Bach Hoa Xanh will contribute toprotecting product safety for consumers At the same time, implement the program "Preservation offood markets, foodstuffs and establishments in Ho Chi Minh City" according to the policy of HoChi Minh City

Along with present convenience shops such as Co.Op Food, Vissan, Minimart, Family mart,Newmarket, and others joining the traditional market and major supermarkets such as Co.OpMart,Big C, Metro, and other stores in recent years, growing market share of Bach Hoa Xanh would beeven more challenging As a result, individuals consumers limit spending in order to stay afloat inthe market, buying power of various items shows symptoms of decreasing, resulting in a severedecline in the income of some retail firms To increase consumers' needs, many organizations haveconcentrated on improving products, expanding services that provide various value to customers,and having the appropriate perspective on competition Clients now have more choices as a result ofthe fierce competition of many competitors in the food sector, allowing them to obtain a sense ofhumor Research the route to progress since the highest heart is really significant Customers'satisfaction can help Bach Hoa Xanh enterprises help us understand their consumers, includingwhat they are content with and what we really aren't pleased with in terms of service quality,allowing them to attract new customers and expand further

Service quality has now become a valuable asset for individuals and companies in terms ofboosting service quality, coordinating non-business loyalty, and increasing companycompetitiveness Currently, the houses utilize a service quality for corporate governance CSI(Customer Satisfaction Index) amount is an application used to evaluate customer experience forcompanies and sector organizations in many developed nations across the world as an evaluation

tool for assessing research consumer happiness for its goods and services It will therefore assistsupermarket and retail service businesses in Ho Chi Minh City, such as chain shops, in better-understanding client satisfaction for convenience store.

At the enterprise level, research and application of CSI require (1) determining the factors(variables) affecting perceived quality or customer satisfaction, (2) determining the proportion orimportance of customer satisfaction Importance of each factor in its interaction with other factors,(3) determining satisfaction levels at customer research points, and (4) comparing customer pricesacross each criterion match very well previous self (this goal may become more evident as CSI isimplemented at the industry-wide and multi-sectoral level), (6) compare structural satisfaction,satisfaction level, and satisfaction impact among the company's various client segments Manyresearches (Nguyen & Nguyen, 2003) et al have tested the system relationship between servicequality and customer happiness, and this theory is becoming the slogan for the traditional serviceindustry in terms of maintaining consumers and gaining new consumers This object extremely hasabout the only life was client is old row It means that how important is it for a commercial servicefirm Only one study in Vietnam, by Nguyen Thi Mai Trang et al (2003), examines the quality ofservice scale and the link between service quality and consumer trust in markets Researchers havecreated a model of customer satisfaction index that is broadly useful to most firms or sectors in anumber of nations throughout the world In the absence of a Vietnamese version of this model, theauthor investigates and evaluates the aspects impacting customers' satisfaction while purchasing atCHTL based on the findings of the American ACSI model study (Supermarket business) It willtherefore assist grocery retailing providers, like chain shops in Ho Chi Minh City, in better-understanding consumer satisfaction in convenience shops

2.2 Relevant research overview

2.2.1 Domestic research

Phạm Hùng Cường và Trần Thị Nhật Quỳnh (2021) research: “FACTORS AFFECTING SATISFACTION ABOUT THE SERVICE QUALITY OF THE STORE GREEN SHOP IN THE LOCATION OF CITY HO CHI MINH”

This research has only the mainly purpose Studies exploring factors influencing thesatisfaction of customers about the service quality of green department stores, which is aVietnamese retail channel that has the potential to thrive in recent years, are limited Therefore, weconduct a study on factors acting the satisfaction of service quality of green department stores in Ho

Chi Minh City through a survey of 170 customers Through the exploratory factor analysis (EFA)and regression analysis, the study results show that employee service capacity, reliability, storepolicy, and perceived price influence service quality satisfaction at green department stores.

get 51% variety of the reliant variable Segment qualities like sexual orientation, age,instruction, occupation, and pay no affect the fulfillment

Figure 2.2 1 Picture a, Research model “ FACTORS AFFECTING SATISFACTION ABOUT THE SERVICE QUALITY OF THE STORE GREEN SHOP IN THE LOCATION OF CITY HO CHI MINH”

Source: Author team

Phạm Hùng Cường và Trần Thị Nhật Quỳnh (2021) “FACTORS AFFECTING SATISFACTION ABOUT THE SERVICE QUALITY OF THE STORE GREEN SHOP IN THE LOCATION OF CITY HO CHI MINH” International Journal of Management and Economics No 125-140 Ho Chi Minh city, Vietnam.

Cuong Quoc Nguyen and Ngan Pham (2021) research: “The Determinants of Customer Loyalty: The Case Study of Saigon Co.op Supermarkets in Vietnam”

Purpose: Retailing is one of the quickest developing areas in Vietnam In seeing unfamiliarfinancial backers, the Vietnamese retailing market is extremely planned Be that as it may, thecurrent rivalry is extremely concentrated, and retailers are enthusiastic about acquiring new clients.Henceforth, Vietnamese retailers have focused harder on client reliability Saigon Co.op is probablythe biggest retailer in Vietnam, however its purchasers have a larger number of decisions than aretailer Subsequently, Saigon Co.op has understood the meaning of client steadfastness Thisinvestigation points to decide the elements affecting client unwaveringness of Saigon Co.op store inVietnam

Result:

From the research discoveries, Saigon Co.op should improve their item quality to upgradeclient unwaveringness Item quality is the most significant factor to hold clients in the profoundlycutthroat retailing industry Saigon Co.op ought to advance its image picture through viableadvertising crusades, which support green drives and focus on green items Value technique isadditionally a fundamental factor to stay cutthroat in the Vietnamese retailing industry SaigonCo.op should keep up the limiting project for its steadfast client as a piece of value procedure Toupgrade client reliability, administration quality ought to be paid more consideration regarding inlight of the fact that apparent help quality effects purchaser dependability Saigon Co.op shouldexecute client relationship the executives across the stores to screen administration quality andguarantee that all clients get satisfactory assistance quality

Figure 2.2 2 Picture b, Research framework of “The Determinants of Customer Loyalty: The Case

Study of Saigon Co.op Supermarkets in Vietnam”

Source: Author team

Cuong Quoc NGUYEN, Ngan PHAM / Journal of Distribution Science 19-5 (2021) 61-68

2.2.2 Foreign research

Mandang Cristo, David P E Searang, and Federic G Worang research about “ THE INFLUENCE OF PRICE, SERVICE QUALITY, AND PHYSICAL ENVIRONMENT ON CUSTOMER SATISFACTION CASE STUDY MARKOBAR CAFE MANDO”

Purpose:

This exploration showed that synchronous value, administration quality, and actual climateessentially impact consumer loyalty Mostly administration quality and actual climate essentiallyimpact consumer loyalty and value variable isn't huge effect on consumer loyalty Administrationquality and actual climate has contributed incredibly to consumer loyalty so the the chief ought tothink about that two elements These 2 element will brings out the result below

Result:

The aftereffect of this exploration shows that actual climate like embellishment, unrecorded music,and setting game plan impact essentially the client fulfillment By giving new environment, forexample, embellish the bistro, giving amusement like unrecorded music giving to client and settingplan the client will fulfill in light of the fact that these days individuals who come in bistro or eateryappreciate the food and beverages as well as appreciate the spot appreciate the environment of thebistro

Conceptual Framework:

Figure 2.2 3 Picture of the research framework “ THE INFLUENCE OF PRICE, SERVICE

QUALITY, AND PHYSICAL ENVIRONMENT ON CUSTOMER SATISFACTION CASE STUDY

MARKOBAR CAFE MANDO”

Table 2 1M.Cristo., D.P.E.Saerang., F.G.Worang (June, 2017) THE INFLUENCE OF PRICE,

SERVICE QUALITY, AND PHYSICAL ENVIRONMENT ON CUSTOMER SATISFACTION CASE STUDY

MARKOBAR CAFE MANDO

RESEARCH NAME

RESEARCH’S MODEL

METHOD AUTHOR

Customersatisfaction towards

service quality of Bach

Hoa Xanh Grocery Store

in Ho Chi Minh City

SERVQUAL is one ofthe mainstream estimationdevices used to assessadministration quality(Parasuraman et al 1985,

1988, 1991, 1993) alongside 7principle suppositions (H1-H7)

Researchmethods are carriedout in two basic partsbelow which arequalitative research

quantitative researchmethods

Hồ Đăng Lộc Học viên cao họcTrường Đại học Sài Gòn

CUSTOMERSATISFACTION

at the Co.op Grin retail chain,

Qualitativeresearch method (Inorder to conductqualitative research,the author prepares a

TRẦN MINHTÁNH

Đại học MởTP.HCM

GENERAL STORE with a bunch of assessment

rules dependent on the helpquality scale Retail byDabholkar et al (1996) andNguyen Thi Mai Trang (2006)

in view of the explorationfoundation of Parasuraman(1985) to present new figuresinfluencing consumer loyaltyunderstanding with Changes

in the retail marketincorporate (1) Dependability,(2) Substantial quality, (3)Worker connection, (4)critical thinking, (5) strategy

qualitative researchtable in consultationwith experts and anumber of discussionquestions to promptcustomers to provideadditional

information

information that thetopic is missing, inorder to achieve highdiscussion results

Location is at Co.opSmile store.)

The Analysis ofProduct, Price, Place,

Promotion and Service

Quality on Customers’

Buying Decision of

Convenience Store: A

Survey of Young Adult in

Bekasi, West Java,

Indonesia

SERVQUAL’s(Barasuraman, Berry, andZeithaml 1991,1993;

Parasuraman, Zeithaml, andBerry 1994a)

Quantitativeexploration technique(This investigationutilizes the comforttesting strategy as one

of the non-likelihoodsamplings which is anendeavor to get an

advantageouscomponents on thegrounds that the

accessible at theperfect time and inthe opportune spot

Absolutely 300 pollswere ready andconveyed amongsubjects utilizing non-likelihood comfortexamining technique

by direct way.)

Junio Andreti,Nabila H Zhafira*, Sheila

S Akmal, Suresh KumarPresident BusinessSchool, JababekaEducational Park,Jababeka, Cikarang,Indonesia

2.3 Research model

2.3.1 Reason why we choose this topic.

2.3.2 Table of content for the model.

On the theoretical basis, an overview of some studies done, especially on the service qualityscale and research questionnaire of asure and Ming, combining qualitative research and the results

of the like scale in 5 levels (1: Strongly disagree, 2: Disagree, 3: Disagree, 4: Agree, 5: Stronglyagree), the author has built up an official scale for five independent variables, including 22boundaries and scale for 4 minor variables including 4 observed variables.Through reference to thequestionnaire of Assure and Ming, our team has produced a table of factors that affect customersatisfaction with the service at Bach Hoa Xanh

Facilities scale (symbol FF): includes six observed variables, denoted from FF1 to FF5,measuring problems to the equipment used, the equipment of the shelves, the plan is arrangedconvenient for customers to move in the store and convenient to shop, some areas create moreconvenience for customers to shopsuch as parking lots, public areas,

Confidence Scale (symbol CF): includes five observed variables, denoted from CF1 to CF5,measuring problems related to supermarkets to comply with commitments to customers,transactions, and Full range of goods for customers to choose from, providing clear cargoinformation

Reliability Scale (symbol RF): includes four observed variables, denoted from RF1 to RF5,measuring the problems related to the attitude and behavior of supermarket staff to serve customers

Problem Solving Scale (denoted PF): includes three observed variables, denoted from PF1 toPF5, measuring problems related to the supermarket's return and settlement of customer complaintssuch as how

Operational Policy Scale (symbolized OF): includes four observed variables denoted fromOF1 to OF5, measuring issues related to high-quality goods supply stores, implementing programspromotions, member customer care and credit card acceptance

Scale of customer satisfaction on service usage (symbolized by SQ): includes four observedvariables denoted from to SQ5, a general measure of customer satisfaction with services at the storeconvenience of Bach Hoa Xanh, customers' assessment of whether RF meets their needs well,customer opinion when Bach Hoa Xanh is the first choice when they buy goods and they are readyIntroduce for relatives no

Table 3 1 Table the all 5 Factors for the customers satisfaction research of our group

STT Factor Encode Scale

1

Facilities scale

FF1 Modern equipment

7

Confidence scale

CF1 Bach Hoa Xanh has done right but what was promised toyou

11 CF5 Bach Hoa Xanh commits not to make mistakes intransactions

12

Scale of personal

interaction

PF1 Bach Hoa Xanh staff can answer all of your questionswholeheartedly

13 PF2 Bach Hoa Xanh staff is always available on time when youneed it

15 PF4 Bach Hoa Xanh staff is always polite to you

16a

Scale problem

solving

PS1 Bach Hoa Xanh is willing to accept returns

16c PS3 Bach Hoa Xanh shows sincerity in resolving complaints

OF1 Bach Hoa Xanh offering high quality merchandise

Year

23a

Service Quality

Satisfaction Scale

SQ1 Are you satisfied with the service at Bach Hoa Xanh?

25 SQ4 Bach Hoa Xanh is your first choice

2.3.2 Research model propose.

Through the process of studying models from previous studies, the author found that there

are many research problems about Customer satisfaction at Bach Hoa Xanh They almost only focus

heavily on research on certain subjects but forget about the sales and revenue factors more than

creating customer satisfaction and trust There are some factors in the table that are similar to the

factor in our model so we decided to group them together and as a result we have 7 factors affecting

Customer satisfaction and loyalty The author has researched this issue through a survey of students

in the University of Ho Chi Minh Technology and Education and other Universities around Thu

Duc district So our research is one of those worth doing

Along with the figure, after listening to the reply from all customer experience at Bach Hoa

Xanh convieniece store, our group propose a research model of the affecting Customer satisfaction

with the service quality at Bach Hoa Xanh Convieniece store Model including 5 factors: (1)

Facilities, (2) Problem solving, (3) Service quality, (4) Operation policy, (5) Confidence

AFTER USING SERVICE SASTIFACTION

SERVICE

QUALITY

Figure 2.3 1 Picture Proposed Research Model by Our Group

2.4 Research Hypotheses.

H1: Facilities have negative and positive relationship with satisfaction

H2: Solving problem fair and pleased to customer satisfaction.

H3: Positive impact service staff to customer satisfaction.

H4: Buying process is easily for buyers, purchasing accepted cards Ewallet, etc.

H5: Since its establishment until now, Bach Hoa Xanh has always been committed to putting

customers at the center of all its thoughts and actions And in order to make the mission of servingcustomers better and better, we have made some changes to our online service to improve servicequality, specifically as follows

H6: Customers loyalty is the result of the high service quality which pleased customers If they

come back and choose Bach Hoa Xanh it is positive signal

OPERATIONAL

POLICY

CONFIDENCE