Factors afecting shopping satisfaction of bach hoa xanh’s customer during covid 19 pandamic at ho chi minh city pdf

1 STATE BANK OF VIETNAM MINISTRY OF EDUCATION AND TRAINING BANKING UNIVERSITY OF HO CHI MINH CITY FACTORS AFFECTING SHOPPING SATISFACTION OF BACH HOA XANH’S CUSTOMERS DURING THE COVI

1

STATE BANK OF VIETNAM MINISTRY OF EDUCATION AND TRAINING BANKING UNIVERSITY

OF HO CHI MINH CITY

FACTORS AFFECTING SHOPPING SATISFACTION OF

BACH HOA XANH’S CUSTOMERS DURING THE

COVID-19 PANDEMIC AT HO CHI MINH CITY

Author: NGUYEN VIET THANH Class: HQ5 GE06

Student code: 030805170018 Instructor: PhD NGUYEN VAN THICH

HO CHI MINH CITY, 07 – 2021

TABLE OF CONTENT

CHAPTER 1: INTRODUCTION 6

1.1 Background 6

1.2 The urgency of the topic 6

1.3 Research Purpose 7

1.3.1 General purpose 7

1.3.2 Specific o bjectives 7

1.3.3 Research question 7

1.3.4 Research object and Research scope 7

1.3.4.1 Research object 7

1.3.4.2 Research scope 8

1.3.4.3 Research Methods 8

1.3.4.3 Research content 8

1.3.4.4 Research contribution in theory 8

1.3.4.5 In practical 9

1.4 Structure of d dissertations 9

CHAPTER 2: THEORETICAL BACKGROUND 10

2.1 Basic Concepts 10

2.1.1 Shopping concept 10

2.1.2 Consumer decision-making process 11

2.1.3 Theory of Reasoned Action – TRA 12

2.1.4 Theory of Planned Behavior – TPB 12

2.2 Overview of research 18

2.2.1 Domestic research 18

2.2.2 Foreign research 20

2.3 Formation basis and research model 21

2.4 Proposed research model: 22

2.4.1 Research hypotheses: 22

2.4.1.1 The Scale of dependent variable 23

2.4.1.2 The scale of independent variable 23

2.4.1.3 Scale and research variables: 25

2.4.2 Describe the components in the research model 25

Chapter 2 Summary 26

CHAPTER 3: RESEARCH METHODS 28

3.1 Data collection: 28

3.2 Research Methods 28

3.2.1 Qualitative research 28

3.2.2 Quantitative research method 29

3.2.3 Information processing methods 29

3.2.3.1 Descriptive statistics method 29

3.2.3.2 Method of testing Cronbach's Alpha scale 29

3.2.3.3 Factor analysis (EFA) 30

3.2.3.4 Methods of regression analysis 30

3.2.4 The questionnaire consists of three parts 31

CHAPTER 4: ANALYSIS OF THE RESULTS 32

4.1 Analysis of secondary information 32

4.2 Bach Hoa Xanh's market share in Vietnam 32

4.3 Fastest market share growth in Ho Chi Minh City 33

4.4 Primary data analysis 34

4.4.1 Descriptive statistics of the study sample 34

4.4.1.1Gender: 34

4.4.1.2 Group age: 34

4.4.1.3 Income 37

4.4.1.4 Customer occupation 38

4.4.2 Cronbach's Alpha reliability test 39

CHAPTER 5: 51

5.1 Solutions to increase customer satisfaction Error! Bookmark not defined 5.1.1 Manage implications 51

5.1.2 The price factor 51

5.1.3 Products quality factor 52

5.1.4 Attitude of staffs 53

5.2 Limitations of the research 53

SUMMARY OF KEY FEATURES OF THE RESEARCH Error! Bookmark not defined FURTHER RESEARCH DIRECTION Error! Bookmark not defined REFERENCES 56

SUMMARY OF THESIS

This study aims to identify and evaluate the factors affecting customer satisfaction in Ho Chi Minh City during the Covid-19 season in Ho Chi Minh City Based on the theory of the theory of intended behavior, consumer decision-making process and previous studies, this research is carried out through 2 phases: qualitative and quantitative research Qualitative research aims to complete the measurement scales and finally the quantitative method with tools such as descriptive statistics, Cronbach's Alpha, EFA and regression Results from more than 200 customer survey samples in Ho Chi Minh City, satisfaction is influenced by subjective standard factors, perceived usefulness, trust, perceived behavioral control, creativity of supplier Research results also have certain limitations in terms of survey methods and sample size, so the representativeness of the study may be affected

LIST OF ACRONYMS

TRA Theory of Reasoned Action

TPB Theory of Planned Behavior

PEOU Perceived Ease Of Use

ANOVA Analysis of variance

SPSS Statistical Package for the Social Sciences EFA Exploratory Factor Analysis

PRP Perceived Risk with Product/Service

TP HCM Ho Chi Minh City

LIST OF TABLES

Model TRA Theory of Reasoned Action

Table 2.2 Customer Satisfaction 17

Table 2.3 Independent variables 18

Table 3.1 The order of execution The

questionnaire

25

of many authors over the years, such as influence on customer satisfaction with service quality of Co.op mart system in the Mekong Delta” by Bui Van Quang - Duong Thanh Hien (Hong Bang International University); Ngo Thi Thanh Truc (2013) Research on some factors affecting customer satisfaction when shopping at supermarkets in Pleiku City University of Economics Ho Chi Minh City Bach Hoa Xanh is a mini supermarket chain specializing in selling The Gioi Di Dong Joint Stock Company (TGDD) Although newly formed from the end of 2015 until now, in the past fiveyears Bach Hoa Xanh has had hundreds of stores in Ho Chi Minh City with thousands of customers shopping every day With the desire to conquer the retail market of necessities of Bach Hoa Xanh Joint Stock Company, it is meaningful to study and evaluate customer satisfaction with the quality of sales service of the store system Extremely important related to the longevity of the Company, contributing to providing more research and investigation on the service quality of companies providing necessities in the Vietnamese market today In this research, Author conductresearch on factors to assess customer satisfaction during Covid pandamic

1.2 The urgency of the topic

Due to the COVID-19 pandemic, operations have been interrupted As a developing country, Vietnam has suffered similarly due to this outbreak However, thanks to the timely response of the government and the suppliers of goods, it has improved the timely and efficient supply In addition, this study was conducted to

help retailers better understand their customers, thereby having more solutions to meet customer needs, especially during the Covid-19 epidemic This study is also necessary to evaluate the overall factors affecting the consumption behavior of people

in Ho Chi Minh City Although there are many theories and research models in the world to explain the factors affecting shopper behavior, today's essential and special topics are very important necessary Factors affecting shopping satisfaction at Bach Hoa Xanh of people in Ho Chi Minh City.Many models in the world, when applied

to Vietnam, will not be suitable due to culture, economy and society Therefore, on the basis of the models studied in the past time, it is very necessary to build a model suitable for the situation of Vietnam

1.3 Research Purpose

1.3.1 General purpose

Find out the factors that influence customers' satisfaction during the outbreak and the impact and contribution of each element to the research team's opinion on solutions for researchers - providing shopping solutions to attract customers during the Covid 19 pandemic

1.3.2 Specific o bjectives

Systematize the theoretical basis of consumer behavior

Find out the factors affecting customers satisfaction during Covid 19, and the influence degree of these factors

Giving some recommendations for helping providers to attract more customers

1.3.3 Research question

-What factors affect the satisfaction of HCM citizens during Covid 19?

-What is the influence of factors affecting HCM citizens during Covid 19? -What improvements or changes are needed for shopping to attract customers

the most convenient shopping experience The study period is from June 2021 to August 2021

1.3.4.2 Research scope

Scope of space: Research conducted at Ho Chi Minh City

Scope of time: Secondary data from 2020-2021, primary data taken from survey samples during June 2021 to August 2021

1.3.4.3 Research Methods

The research team selected the observation sample of this topic as "Customers

of Bach Hoa Xanh in Ho Chi Minh city" for the following reasons:

Firstly, for people, time and cost are two issues that need to be considered when conducting the investigation, so the topic chooses this subject so that it does not take much time and costs for sampling research

Second, a lot of people need to buy goods at market during pandemic regularly Evaluate the reliability of the scales by testing Cronbach's Alpha

Analysis of discovery factors EFA by KMO test

Regression analysis and testing hypotheses with F and Sig tests T-Test and ANOVA test to find out significant differences in online shopping behavior among student customers

Using SPSS

1.3.4.3 Research content

Research on consumer behavior and customer purchasing decision-making process From there, evaluate satisfaction form during the epidemic, with the shopping demand for this segment This study will use the theory and empirical research by domestic and foreign authors who have done research on online shopping behavior in general, to have analysis and understanding of this issue for the student segment From the results obtained during

the research process, the author will give an explanation of the factors affecting shopping behavior The author's solutions to attract users

1.3.4.4 Research contribution in theory

when buying goods during Covid 19 there is a difference The topic contributes a different perspective and more overview in the field of shopping during the pandemic,

through building a theoretical model explaining The scales in the proposed research model were implemented in India, Iran, Bangladesh , this study adjusted and tested the scales in the Vietnamese environment through survey data experiment at Ho Chi Minh City, should contribute to research and application in the Vietnamese market Therefore, in addition to inheriting the previous studies, this research will provide a clear solution for online retailers to compete most effectively during Covid 19

1.3.4.5 In practical

After the study is successful, the topic will help the reference to identify the factors affecting customers satisfaction during the time of Covid 19 the degree of influence of the above factors The topic will not target whole country customers but will focus on HCM only From there, researchers can expand research further or use the information for related studies

1.4 Structure of d dissertations

Chapter 1: Introduction

Introducing an overview of the topic, this chapter includes main contents such

as research reasons, research questions and objectives, research scope and object, and research methods

Chapter 2: Theoretical Background

Chapter 3: Research methodology

This chapter includes the main contents such as detailing research methods, describing research samples, making hypotheses and proposing research models

Chapter 4: Research results

Chapter 5: Conclusion

CHAPTER 2: LITERATURE REVIEW

Chapter 2 presents an overview of the BACH HOA XANH market chain, organization functions, and BACH HOA XANH tasks Besides, chapter 2 deals with the theoretical foundations

The background revolves around the research problem Antecedent research models and models Research forms related to the research topic are also mentioned Besides, Chapter 2 also introduces the research model as well as the research hypotheses for the topic

2.1 Basic Concepts

2.1.1 Shopping concept

According to Philip Kotler: “Services” is every action and result that a party can give to the other party and mainly intangible and does not result in ownership something Its products can whether or not associated with a product material" Service is an operational process that includes non-existent elements Determine supplier-customer relationships or customer assets goods without a change of ownership The product of the service may be in the range violation or beyond violation of the physical product For example: training services, transportation transfer, …

Philip Kotler said the satisfaction of Customer satisfaction is the level degree

of a person's sensory state source from comparing results obtained from the consumption of products/services with their own expectations From the above studies, the factors Determine customer satisfaction include: price, brand variety, location, convenient, friendly staff…

According to Zeithaml & Britner (2000), translation Services are behaviors,

processes, and methods do something to create use value for satisfied customers satisfy customer needs and expectations

According to Berry.L.L et al (1985): Consumers' perception of Service quality

is the result of a comparison between expectations of the service received before there with the real experience of the service after use Based on that expectation, if achieved

is achieved, the service quality will be perceived as satisfactory and vice versa and if

it exceeds too would be very satisfying Research by Leonard Berry et al has

developed higher than previous studies on service quality His concept of quality servicequality is based on the assessment of service users, not the user's service use

It is possible that service providers consider their service quality to be high, but it is unlikely that service users will agree They judge based on their own criteria and perception

2.1.2 Consumer decision-making process

Researchers have found that when buying products/services, consumers seem motivated and not only influenced by family, friends, advertising, but also influenced

by mood , circumstances, feelings All of these factors combine to form a general, comprehensive model of consumer behavior, which both reflects the cognitive side and the emotional side of the consumer decision-making process

The consumer decision-making process consists of three phases: the input phase, the processing stage, and the output stage The input stage influences consumers' perceptions of product needs, including two main sources of information: the company's marketing efforts (products, pricing, promotions and distribution channels) and factors external social factors impact on consumers (family, friends, neighbors, culture and subculture)

The processing phase focuses on consumer decisions like How the individual psychological factors (motivation, perception, education, personality, opinion) affect the output factors affect consumers' perception of need information, seek information before purchasing, and reevaluate how the selection process is Experience gained through evaluating choices will in turn affect the inherent psychological attributes of consumers The output stage consists of two activities that are closely related: purchasing behavior and post-purchase evaluation Buying behavior for low-cost, non-permanent products can be influenced by manufacturer promotions and possibly

a trial purchase if the consumer feels satisfied, maybe they will come back to buy again continued Trial is the stage of surveying how consumers are judging by using

a product directly The act of returning to buy a customer's product proves that the consumer has accepted it For products that are relatively durable such as laptops (which are relatively durable due to quickly becoming out of date) signal acceptance General theories and research models of consumer behavior

2.1.3 Theory of Reasoned Action – TRA

Ajzen and Fishbein have developed theory of reasoned action ( TRA) since

1969, and have been revised and expanded over time The moral action theory model TRA is a statistical model of behavioral motivation, treating intention as a continuation of attitude and behaviour The significance of this model is to emphasize that the fundamental determinant of behavior is not the attitude of a person towards the behavior but the intention of performing that behavior Hogarth (1991) demonstrated that one procedure for building up a hypothetical base for understanding the develops and procedures engaged with a client's acknowledgment or dismissal of data advances in the workplace is to concentrate consideration on client mentalities It is this connection between comprehensions about conduct and the making of perspectives, aims, or both, toward conduct that has filled in as the focal point of numerous social analysts According to the TRA theory the intention to behave is the most important factor of personal behavior TRA was developed by Fishbein and Ajzen in 1975 in the field of social psychology, based on the assumption that individuals rely on reason and use systematically available information system to take action According to rational action theory, the most important factor that determines an individual's behavior is Intention to Behavior, not their attitude An individual's intention to perform a behavior is affected by two factors:

- Attitude toward Behaviour

- Subjective norm

Figure 2.2 Theory of Reasoned Action (Ajzen and Fishbein,1975)

According to Figure 2.2., the two basic components of the TRA model are

"Attitude toward Behaviour" and "Subjective norm"

- Attitude: the way we feel when we do something is the attitude towards an action This mentality means investing in actions and ensuring positive or negative beliefs come alive Attitude is measured by an awareness of the product's properties Consumers should be paying attention to the attributes which deliver the required benefits and have various levels of significance

- Subjective norm: the social environment is seen as having an impact on individual behaviour It is the perception of others (people like friends , family who are important to the individual) that he/she should or should not be doing the behaviour 1991

- Intention behavioral: an indicator of the willingness of a person to perform certain behaviors According to the TRA model referred to above, intention is considered to be a direct premise of conduct The model also shows that the higher the intent to commit the behavior, the greater the likelihood of the behavior being committed

A significant drawback of the theory of TRA is that the philosophy is based

on the premise that action is under the power of the will This theory refers only to

Intention to Behavior

Behaviour

norm

Attitude toward

Behaviour

previously conscious actions Unreasonable judgments, repetitive actions, or activities that are not deliberately considered can not be used to justify this principle

2.1.4 Theory of Planned Behavior – TPB

Fair theory of TRA is constrained as it forecasts customer conduct that they can not control; attitude variables for human actions and expectations are not adequate to understand the motive that leads to customer intervention As a result, Ajzen continued to develop the theory of TRA in 1985 and proposed the proposed behavioral theory model TPB The proposed behavioral theory of TPB was formulated by Ajzen by adding the variable "Perceived Behaviour Control" to the TRA model This variable is influenced by two variables: the control of belief and perceived ease Ajzen proposed the proposed behavioral theory (TPB) in 1991 Ajzen added the Perceived Behaviour Control (PBC) factor in addition to the factors of attitude and Subjective Norm to suit situations where individuals do not have the Subjective Norm, Attitude, and Intentional Behaviour PBC and Intention are also essential variables for forecasting actions (behaviour), based on the particular circumstances that may vary in the degree of value of each factor (Ajzen, 1991)

Figure 2.3 Theory of Planned Behavior (Ajzen,1991)

Defining factors in the TPB model

Attitude toward the behaviour: positive or negative emotions of the individual about the performance of the target behavior

Subjective norms: the opinion of the plurality of individuals who are relevant to him that he / she should / should not practice the action in question

Intention: an indicator of an individual's ability to act and is considered to be a prefix immediately before the behavior

Perceived behavioral control: an person feels comfortable in his/ her abilities to execute a action comparable to confidence

 Attitude

Attitude is an emotional appreciation, a tendency to act in a good or bad way about an object or idea Attitude puts people in the thought of liking or disliking, feeling familiar with or alienating a particular object or idea When buyers have a positive or positive attitude, they turn to the brand they are looking for In today's competitive environment, determining the buyer's attitude towards the product is very important because it is the factor that strongly influences their behavior Since then, companies set up marketing strategies to adapt to the market situation, affect and change the attitudes of customers in the most profitable direction

Their attitude will have a significant impact on buying behavior Buyer attitudes significantly and positively influence their buying behavior (Ariff et al., 2014) The consumer's attitude towards engaging in a behavior has been shown to be a strong predictor of behavior (Fishbein & Ajzen 1975) Attitude refers to online consumer acceptance as a shopping channel (Olson et al., 2001) Previous studies have shown that online shopping attitudes are an important predictor of online purchases (Yang et al., 2007)

 Price

Price is an important factor affecting buying behavior of customers Prices can

be expressed in amounts charged for products or services or the amount that consumers pay to receive, buy or use products or services (Kotler & Armstrong, 2012) Satit, Tat, Rasli, Chin and Sukati (2012) argue that, between product, price, location and promotion, price is the only factor that influences consumers more in purchasing decision in most cases To attract consumers, companies often offer competitive prices, launching multiple promotions for their products According to

Andreti, Zhafira, Akmal and Kumar (2013), the majority of consumers go to convenience stores to buy goods because the price is reasonable and it has a big impact on customers Munusamy and Hoo (2008) find that the pricing strategy has a significant influence on the customer's motivation and the consumer's buying decision Consumers care about the price and consider the price when deciding to buy

a product

 Perceived risk

According to Bauer (1960), risk-aware consumer behavior of IT products includes two factors: perception of risk related to products/services and perception of risk related to online transactions online The product/service-related risk perception component includes risk perceptions such as loss of functionality, financial loss, time consuming, and total risk perception with the product/service According to Pavlou (2003), the risks in online shopping include: economic risk, seller risk, privacy risk and security risk

Perception of risk is measured by four criteria: not receiving the product, difficult to test actual products, unable to come into contact with the product, not testing the product before purchasing Forsythe et al , 2006 Meanwhile, Corbitt et al (2003) argued that consumer risk perception in online shopping is measured by two criteria: financial risk and product risk - product may not meet customer expectations row The risk perception component related to online transactions is the risks that can occur when consumers

perform e-commerce transactions on electronic devices related to security and safety complete authentication and risk awareness about online transactions

individual's perception of social pressures for performing or not performing a behavior Previous studies have suggested that there is a positive relationship between subjective norms and intentions In the context of online shopping, Lin (2007) argued that subjective benchmarks reflect consumer perception of the group's influence on the ability to shop online

 Perceived behavioral control

Perceived behavioral control is defined as an individual's perception of how easy or difficult it is to perform a certain behavior It denotes the degree of control over the behavior's performance, not the results of the behavior In the context of online shopping, behavioral control perceptions describe consumer perceptions of the availability of necessary resources, opportunities to make online shopping Perceived behavioral control has been shown to have a positive impact on consumers' online shopping intentions Perceptions of behavioral control reflect the perception of internal limitations (self- efficacy) as well as external limitations in behavior such as resources available Perceptions of behavioral control directly influence online shopping behavior (George 2004) and have a strong relationship with online shopping (Khalifa & Limayem 2003)

2.2 Overview of research

2.2.1 Domestic research

 Nguyen Thi Mai Trang (2006) “Service quality, satisfaction and loyalty of supermarket c ustomers in Ho Chi Minh City” Science & Technology Development Journal, Volume 9, 57-70

In the research of Nguyen Thi Mai Trang (2006) “Service quality, satisfaction and loyalty of supermarket c ustomers in Ho Chi Minh City” this research examines the relationship between supermarket service quality, consumer satisfaction and loyalty to supermarkets These relationships were tested with 318 customers at a supermarket in Ho Chi Minh City The research results show that service quality is

an important factor to satisfy customers as well as increase their loyalty to supermarkets, including 5 influencing factors: Goods, Service, Display, Face Equal, Safe Moreover, the results also show that age and income factors do not affect the role of service quality on satisfaction, and loyalty of supermarket customers Finally, the author presents research implications for managers and future research directions

 Vo Thi Lan (2013) Assessing the level of customer satisfaction with the

service q uality of the Co.op Food convenience store chain in Ho Chi Minh City Economic Development Magazine University of Economics HCMC, No

perceived value of service quality

 Ha Ngoc Thang (2016) Factors affecting online shopping intentions of

Vietnamese consumers Expanded research planning behavior theory

The study discusses the factors influencing Vietnamese consumers' online buying intentions based on the theory of planned behavior Questionnaires were sent directly, via the Internet to the respondents in 5 months, with 423 valid responses to

be analyzed Data are analyzed according to the process from factor analysis to reliability testing and regression analysis The results showed that attitudes and perceptions that control consumer behavior have a positive effect on buying

intentions online Meanwhile, perceived risk has a negative effect on consumers' intention to buy online

 Nguyen Le Phuong Thanh (2013) Factors affecting online shopping

intentions of customers in Vietnam

This study uses the modified TAM model as the theoretical basis to build and develop a research model of factors affecting online shopping intentions Research is done by qualitative and quantitative methods The first is done through direct interviews with 5 subjects who have experience in online shopping for more than 2 years Respondents are young people, from 22-25 years old, most of them have experience in using the Internet and have knowledge of online shopping

services Using quantitative survey questionnaires according to the convenient method, the results obtained 171 matching questionnaires The author used: test the scale (assess the reliability of Cronbach alpha and analyze the discovery factor EFA) Test hypotheses of the multivariate regression method performed on SPSS

20 Through research, the two components of perceiving the usefulness, the

perception of ease of use, the components of the expected price and the reliability are all have the same effect on online shopping intentions Especially the Price Expectation component has a strong impact on online shopping intent Meanwhile, the perception of risk related to online transactions and the perception of risk related

to the product / service has a negative impact on intent to use

2.2.2 Foreign research

 Javadi, Dolatabadi, Nourbakhsh, Poursaeedi, & Asadollahi (2012) Factors

Affecting on Shopping Behavior of Consumers

The purpose of this study is to analyze the factors that influence consumers' online shopping behavior The study uses a model to examine the impact of cognitive risk, infrastructure variables and return policy on subjective attitudes and norms, perceived behavioral control, innovation in particular areas and attitudes about online shopping behavior Respondents were online consumer stores in Iran who were randomly selected, through 200 questionnaires scattered among online stores The author uses regression to analyze data, test the hypotheses of learning Research has determined that financial risks and non-delivery risks negatively affect online shopping attitudes The results also show that domain-specific innovation and subjective indicators positively affect shopping behavior Moreover, online shopping attitudes positively affect consumers' online shopping behavior

 Neger và Uddin (2020) Factors Affecting Consumers’ Shopping Behavior During the COVID-19 Pandemic: Evidence from Bangladesh

Research investigates the effect of product factors, price factors, time saving factors, payment factors, security factors, administrative factors and psychological factors on shopping behavior Consumer internet during the coronavirus (COVID-19) pandemic in Bangladesh Data collected from 10 May 2020 to 10 June 2020 from

230 Bangladeshi online consumers Data were analyzed using descriptive statistical analysis, reliability analysis, and multivariate regression analysis The results showed that all factors except price and security were positively and significantly associated with consumers' internet shopping during the Covid 19 epidemic in Bangladesh

Financial risk and non-delivery risk are not significantly affected The risk of convenience is the only factor that negatively affects attitudes Furthermore, the author found that the official penalties imposed on those who violated the door lock rule could have a direct and positive effect on consumer behavior towards online shopping in this era Translate Factors affecting users' attitudes and behavior toward online shopping during normal non-urgent times are different from factors during times of emergency

 Dhanashree Nagar (2016): Retail Service Quality and its Effects on Consumer

Preferences for Retail Format Stores Sona Global Management Review, Volume 10, Issue 4, 12 – 22

The retail industry is one of the fastest growing sectors of India Grocery stores and FMCGs, the area has grown in terms of shopping malls and hypermarkets over the past few years The retail industry in India has been classified into two parts Unorganized retail sales accounted for a large portion of a pie with 95% of the total shares The organized retail sector with only 5% market share includes supermarkets, department stores, shopping malls and supermarkets Nagar's research is based on a survey of 100 customers, using a 5-point Likert scale This study was conducted to measure consumer preferences based on service quality provided by retail stores To measure the service quality of food retail stores, the traditional SERVQUAL scale, developed by Parasuraman, Zeithaml, & Berry (1985) is used Research confirms that retail service quality parameters play an important role in determining consumer preferences Customer satisfaction is also based on the effectiveness of the services provided by retailers, resulting in developing their preference for a particular retail format in the grocery store here

The results of 5 factors affecting customer satisfaction include: (1) reliability: including information related to products, incentives, promotions at the store, the ability to communicate information in a timely manner and accurate, inventory management; (2) Guarantee: includes information related to product quality and price (3) The ability to respond includes information related to the display of goods, facilities, and door equipment (4) Empathy includes information related to employees' attitudes, work attire and willingness to help customers (5) Feedback includes information related to return, after-sales, and complaint handling policies

2.3 Proposed research model

Summarizing the above research papers, the author combines existing researched theories The relative importance of attributes of Retail Service Quality The thesis proposes to use service theory scale to develop the TRA to evaluate service quality at chain stores Bach Hoa Xanh With a set of evaluation criteria based on the retail service quality scale of Dabholkar et al (1996) and Nguyen Thi Mai Trang

H2+

(2006) research

For department store chain Bach Hoa Xanh is a type of store inherited from

the model of a mini supermarket, therefore, we can still apply the above research

model to measure customer satisfaction customers for retail store service quality

There are 5 factors inherited from the research of Nguyen Thi Mai Trang (2006)

which are Goods, Display, Staff, Space, Convenience and 02 factors inherited from

Research by Vo Minh Sang (2015) includes Price and Customer Service

Table 2.1: Table of factors affecting customer satisfaction

2.4 Proposed research model:

2.4.1

Products Quality (H1) +: There is a positive relationship between the quality

Customer satisfaction

of goods and the overall satisfaction level of the store's service quality

Merchandise display (H2)+: There is a positive relationship between the display of goods and the overall satisfaction level of the store's service quality

Attitude (H3) +: There is a positive relationship between the display of goods and the overall satisfaction level of the store's service quality

Convenienct (H4) +: There is a positive relationship between the convenience

of the store and the overall satisfaction with the service quality of the store

Service (H5) +: There is a positive relationship between store space and overall satisfaction with service quality of the store

Price (H6) +: There is an positive relationship between the price of goods and the overall satisfaction level of the store's service quality

Location (H7) +: There is a positive relationship between the store's location and customers satisfaction level of the store's service quality

2.4.1.1 The Scale of dependent variable

Customer Satisfaction: (signed: CS)

Table 2.2 : Customer Satisfaction

Customers satisfaction (CS) CS1 I am satisfied with every purchase at Bach Hoa Xanh

CS2 I can easily find goods at Bach Hoa Xanh

CS3 Bach Hoa Xanh is the first place I choose when shopping

during Covid-19

CS4 I will buy goods at Bach Hoa Xanh after the Covid-19

epidemic

2.4.1.2 The scale of independent variable

Table 2.3: Independent variables

Attitude (AT)

AT1 Bach Hoa Xanh’s Staffs are friendly and good

communication (Nguyen Thi Mai

PQ1 Quality goods guaranteed during Covid-19

PQ2 Bach Hoa Xanh guarante expiration date of goods

PQ3 Bach Hoa Xanh keep fresh and safety food for to

customers every day

PQ4 Bach Hoa Xanh’goods have clear origin

Merchandise Display (MD) (Nguyen Thi Mai

MD3 Bach Hoa Xanh have price list and in the

right place, neatly by type

MD4 Bach Hoa Xanh arrange goods briefness and clean

Convenience (CV) CV1 Save a lot of shopping time on Covid-19 (Nguyen Thi Mai

Trang 2006)

CV2 Bach Hoa Xanh have all the necessary items

during covid-19

CV3 Bach Hoa Xanh have diversified payment methods

CV4 Bach Hoa Xanh have convinient registers

Location (L) (Vo Minh Sang,

2015)

L1 The store is in a convenient location

L2 The store has convenient and safe parking

for customers

L3 Trafic aroud the store is convenient

L4 Bach Hoa Xanh is easy to see from a distance

Trang 2006)

P1 BHX has many good discounts for customers

P2 The price of the goods is competitive

compared to other places of sale

P3 Bach Hoa Xanh keep stable price during

Covid-19

P4 The price is commensurate with the quality

of the goods (suitable)

Service (SV) (Vo Minh Sang,

2015)

SV1 There are good promotions and discounts

during the Covid season

SV2 Bach Hoa Xanh have on time and

Undamaged delivery

SV3 Bach Hoa Xanh after-sales service is good

SV4 Bach Hoa Xanh services is good on Covid-19

2.4.1.3 Scale and research variables:

To measure the constitutive factors of service quality, both Parasuraman and Dabholkar use the Renis Likert (1932) scale In subsequent studies on service quality

in retail, the researchers used this scale Inheriting the retail service quality scale of Dabholkar et al (1996) and Nguyen Thi Mai Trang (2006) based on the research foundation of Parasuraman (1985) and previous researchers, the author synthesizes the scale Measure and observed variables for the model and consult experts (01) to adjust the wording and propose scales for research variables

2.4.2 Describe the components in the research model

Attitude: The attitude of the company's employees is an important factor in

the customer's experience when using your service or product The attitude of employees today is always focused and paid special attention to in businesses,

especially large chain stores

Products quality: Products are first and foremost objects with shapes capable

of satisfying human needs thanks to its properties (Mark) The diversity of goods is reflected in the fact that the goods are of good quality, rich in types, and guaranteed

in terms of food quality and safety criteria

Merchandise display: Merchandise display is the arrangement and display of

products on a certain area in the most effective ways to convince customers to buy that product Display helps customers find the goods they need easily and conveniently

Attitude: includes knowledge of answering questions, being inspired with service, stating exactly what service is provided, being attentive to each customer, being polite

in dealings (Dabholkar, 1996)

Convenience: A convenience product is a product that minimizes the time and

effort of customers to buy and own the product Thus, the very concept of convenience represents the time and effort customers spend to purchase a product/service, which is not an attribute of the product/service (Brown, 1990) If we consider resources including time, opportunity, and effort that customers spend to buy products/services, the convenience factor can be considered as an attribute that increase the value of a product/service at a constant price (Etgar, 1978)

Location: shown by the store is located in a visible location, convenient

traffic

around, there is a safe parking area for customers

Price: Price is a form of monetary expression of the value of goods and

services, which is determined based on the use value and perception of customers about the products and services they use

Service: Customer service is the service that you provide to your customers

before, during, and after the sale of a product or service Including when the customer has already used the product or service Shown by the store has many flexible customer services, many promotions and regularity

These factors constitute the customer's experience when shopping at retail chains Analysis of these factors creates the results for the research paper, solving the core problem of the business when applied in business in the most effective way

Chapter 2 Summary

Chapter 2 includes general information about the chain of department stores co.op smile, general operation In addition, chapter 2 presents an overview of the theoretical basis of satisfaction, service quality and especially retail service quality

In which, research models on service quality and retail service quality are also mentioned, especially the IPA analysis core model is also mentioned next to previous research models related to the research problem From the statistics of previous studies related to retail service quality, the study combines the current situation at the Bach Hoa Xanh department store chain and the characteristics of the retail industry, namely: Convenience stores, department stores to propose a framework for studying events Satisfied with service quality at store chain

CHAPTER 3: RESEARCH METHODS

Chapter 3 presents in detail the research methodology that will be carried out

in the thesis In particular, the method is implemented based on a combination of qualitative and quantitative methods Besides, the sampling method, data coding and data processing method are also detailed in Chapter 3

3.1 Data collection:

Research target audience:

Customers shopping at Bach Hoa Xanh store during the covid-19 pandemic in

Ho Chi Minh City

The study uses a combination of qualitative and quantitative methods through the use of questionnaires to collect data

Secondary data: consults documents about the chain of department stores co.op smile through company reports, magazines, books, internet to overview the theory to serve for dissertation Primary data: Primary data is collected through questionnaires combined with direct interviews with customers buying at department stores Bach Hoa Xanh, including factors affecting customer satisfaction purchase, information about customers' feelings and some demographic information of interviewees

Primary data: In order for the content of the subject to be researched to be logical, reliable and accurate, in addition to collecting secondary information from different sources, it is necessary to collect primary information primary data is collected through a questionnaire combined with direct interviews with customers buying at Bach Hoa Xanh stores, including factors affecting customer satisfaction purchase, information about customer perception and some demographic information

of the interviewee

3.2 Research Methods

3.2.1 Qualitative research

Qualitative research method was carried out by consulting experts and

Online discussion with 10 regular shoppers to review and evaluate the factors

affecting customer service quality satisfaction when shopping at Bach Hoa Xanh

To conduct qualitative research, the author prepares a qualitative research

table that consults experts and a number of discussion questions to prompt

customers to provide more information that the topic is missing, in order to achieve high discussion results

3.2.2 Quantitative research method

Quantitative research method: was selected to analyze the influencing factors and the degree of impact of these factors on the intention shopping at Bach Hoa Xanh Using SPSS software to analyze Cronbach Alpha scale, exploratory factor analysis (EFA) and multivariate regression

Contents of survey questions

The questionnaire uses questions that are a combination of scales such as nominal and Likert scales, including 5 levels: (1) Completely disagree, (2) Disagree, (3) Normal, (4) agree, (5) Totally agree to measure the values

Sample size

For the EFA discovery factor, the minimum sample size ensures the formula:

n ≥ 5*x (n: sample size and x: total observed variables) (Hair et al (2014))

The survey questionnaire in the official study includes 24 observed variables

In order to achieve a minimum sample size of 5/1, the sample size must be at least

155 elements (= 5*31 observed variables)

However, this is a study at a time when there are many changes in shopping behavior because of Covid-19, so the author chose 208 as the sample size to serve the research to serve the research more accurately and objectively

3.2.3 Information processing methods

3.2.3.1 Descriptive statistics method

Statistical method aims to find out the outstanding features of the research sample, is used to make statistics of quantitative and qualitative variables from which

to evaluate the impacts on the research model Descriptive statistics present graphs related to the percentage of a variable relative to the total sample

3.2.3.2 Method of testing Cronbach's Alpha scale

Use Cronbach's Alpha coefficient to evaluate the reliability of the scale before performing the analysis According to Hair (1988), this coefficient reaches a level from 0.6 to 0.8, it can be used, and if this index is between 0.8 and 1, the reliability

is good However, if Cronbach's Alpha is too high (> 0.95), there is a possibility of excess observed variable in the scale Meanwhile, the total correlation coefficient of each variable must reach 0.3 or higher to be included in further analysis (Nunnally and Bernstein, 1994), variables with this coefficient are lower than 0 3 will be considered as a garbage variable and removed before entering the factor analysis phase Besides, Cronbach's Alpha if the variable type must be smaller than Cronbach's Alpha coefficient

3.2.3.3 Factor analysis (EFA)

EFA factor analysis is a statistical analysis method used to reduce a set of many observed variables into a leaner, more meaningful group but still contains most

of the information content of the original variable

According to Hair et al (1998), in EFA analysis, a Factor Loading index value greater than 0.5 is considered to be of practical significance KMO is the indicator showing the suitability of the EFA method, if the KMO coefficient is greater than 0.5 and less than 1, the factor analysis is considered appropriate According to Trong & Ngoc (2005), Bartlett's test (Bartlett's test) considers the hypothesis H0 that the correlation between observed variables is zero in the population If this test is statistically significant, then Sig < 0.05 then the observations are correlated with each other in the population

According to Gerbing & Anderson (1988), the stopping point when the Eigenvalue (representing the variation explained by each factor) is greater than 1 and the total variance extracted to explain by each factor is greater than 50%, it is satisfied requirement of factor analysis

3.2.3.4 Methods of regression analysis

The regression analysis method will determine the relationship between the dependent variable and the independent variables Regression analysis method allows

to draw the final regression equation including factors that directly affect the purchase intention of consumers

When doing regression analysis, it is necessary to ensure the following principles:

Check the Adjusted R Square coefficient to consider the fit of the model