Chapter 5: Conclusions, inplications and limitations
5.3 Limitations and future research
As of many others, this study also exhibits some limitations. First, since the study involved only big supermarkets in metropolitan areas of Ho Chi Minh City, the surrounding atmosphere and the respondent profile might be different from those of supermarkets in remote areas. For example, the rural customers care so much about the price, especially compared with the price in the tradition market. Customer’s income level and buying power there is also not comparable to metropolitan districts'.
The ability to generalize the results of the study will be higher than if it is studied at a larger scale. This is also the orientation of the next study.
Second, this study only evaluated the scale with Cronbach alpha coefficient method and factor analysis method to discover, and theoretical models are calibrated by means of linear regression analysis multiples. To measure the scale and test the theoretical model above, the subsequent studies should use modern analytical methods such as application model SEM linear structure.
50
Thirdly, future research would be to re-investigate this model by gathering data in other geographical area, taking into account influential cultural differences.
Therefore, future studies should include additional information such as household size, acceptable price range, category of goods, etc. to gain a better understanding about customer’s perceptions.
Furthermore, the method of conducting this research is still in simple technique. In next study, other method should be applied. For example, the future research can use the data analysis method as Confirmatory Factor Analysis (CFA) or Structural Equation Modeling (SEM) for higher reliability.
Finally, convenience sampling which was applied in this research was non- probability sampling. To increase the generalizability of sample, we should use the probability sampling in future research. Probability sampling involves the selection of a sample from a population, based on the principle of randomization or chance.
Probability sampling is more complex, more time-consuming and usually more costly than non-probability sampling. However, because units from the population are randomly selected and each unit's probability of inclusion can be calculated, reliable estimates can be produced along with estimates of the sampling error, and inferences can be made about the population.
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58 Appendix
Appendix A: Guideline for qualitative in-depth interview Rewards
Loyalty Program Service Quality, Omar and Musa (2011)
In-depth interview
1 The supermarket loyalty program offers high-quality gifts
The respondents suggest replacing the word
“high-quality” by “good quality and practical”
2 The supermarket loyalty program offers branded reward gifts
The word “branded” is a little bit confused, it will be better if asking them by using the word
“famous”
3 The supermarket loyalty program provides desirable reward gifts
The word “desirable” is difficult to understand, so the respondents suggest using “practical, matching” for this question
Staff
Loyalty Program Service Quality, Omar and Musa (2011)
4 The staff solves cardholders’ queries The word “solved” is not right in some situation, so the respondents recommend to replace by
“answer the queries” or supported the customers 5 The staff cares about receiving
feedback
The scale is easily to understand 6 The staff often have cardholders’ best
interests at heart
The sentence is so emotional, so the respondent recommend changing this sentence into “The staff receive the satisfaction of cardholders”
7 The staff listens to cardholders’
suggestions
The scale is easily to understand
Policy
Loyalty Program Service Quality, Omar and Musa (2011)
59
8 Procedures that are easy to understand It will be better if the author add in the word
“clear” to the policy
9 Enough time to redeem the points The scale is easily to understand 10 Earned points quickly The scale is easily to understand
Tangibility
Loyalty Program Service Quality, Omar and Musa (2011)
11 Provides a comfortable seating area The sentence will be more clear to understand if it is wording by “Loyalty customer service counters of supermarkets is spacious, comfortable”
12 Service counter is easy to find The scale is easily to understand 13 Service counter has space to move
around
The scale is easily to understand
Communication
Loyalty Program Service Quality, Omar and Musa (2011)
14 Web site is useful The scale is easily to understand
15 Offers a reliable web site The scale is easily to understand, but if it is official website, it is obviously reliable.
16 Web site is informative The scale is difficult to understand because the word “informative” is so broad and have the same mean with “useful”
17 Web site is easy to access The scale is easily to understand, but nowadays almost every websites is very easy to access 18 Web site updated regularly The scale is easily to understand
19 Prompt feedback through the web site The scale is easily to understand
20 Web site is attractive The scale is easily to understand, but it is not important to have an attractive website in the retail sector
60 Personalization
Loyalty Program Service Quality, Omar and Musa (2011)
21 Provides personalized service The word “personalized service” can change to
“the rights and privileges under each level card”
22 Gives personal attention The respondent suggest the sentence wording is
“The customer loyalty program has care policy at the levels of cards”
23 Acts in cardholders’ best interest The respondent suggest the sentence wording is
“The customer loyalty program at supermarket bring satisfaction for each cardholder”
Information
Loyalty Program Service Quality, Omar and Musa (2011)
24 Reminds about expiry date of points The scale is easily to understand
25 Informs about participating outlets The word “participating outlets” can be wording into “full information about the suppliers participating in the promotion for cardholders”
26 Reminds about expiry date of vouchers The scale is easily to understand Store reputation
Chiang (2006)
27 Retailer history is reliable The history may not important for them to choose, so they suggest the items “after sales service” to replace
28 Reliability for the quality of goods The scale is easily to understand
29 Word of mouth is excellent It will be more specific if the author change the sentence to “I often hear the words evaluated and commented favorably on supermarket”
Customer satisfaction
Loyalty Program Service Quality, Omar and Musa (2011)
61 30 I feel comfortable when shopping at the
supermarket
The scale is easily to understand 31 I am pleased that the supermarket meets
my requirements
The scale is easily to understand 32 I am glad that have chosen to shop
supermarket
The scale is easily to understand
Customer Loyalty
Loyalty Program Service Quality, Omar and Musa (2011)
33 I would recommend this retail store to others
The scale is easily to understand, but they think that the recommendation if not as important as the real experience the quality of supermarket.
34 I visit this store more frequently than other retail stores
The scales have the same meaning with others in this section
35 In the near future, I am likely to purchase from this retail store again
The sentence should be rewrite as “I think that I am a loyalty customer of the supermarket”
36 I would continue to purchase from this retail store even if there was a slight increase in price
The scale is easily to understand but it is not reasonable because everyone cares about the rice so much.
37 I consider the store to be my first choice of retail store
The scale is easily to understand
62 Appendix B: Questionnaire in English SURVEY FORM
Dear Ladies and Gentlemen,
My name is Dang Bich Phuong, a student of MBA program at ISB Institution – University of economics Ho Chi Minh City. I am studying about The impact of loyalty program quality and store reputation on customer satisfaction and loyalty. We wish Ladies/ Gentlemen for leaving the time to answer this survey. Kindly be. All responses of Ladies/ Gentlemen are valuable to this study.
Your personal information will be kept completely confidential. During the survey, if you have any questions, please contact me via email: phuongdang1989@gmail.com or phone number 0985958939.
Sincere thanks to the support of Ladies and Gentlemen.
Part A. Survey of participating supermarket’s loyalty programs.
1. Have you join the supermarket’s loyalty program yet?
e answer the questionnaire) the survey)
2. Which supermarket that you have been joined in the loyalty program?
Note: There may be multiple choice answers to this question
Other:………
3. Which supermarket do you often shop at?
Other:………
Call X is supermarket where you regularly shop at and register the Customer loyalty program card:
4. How long have you been participated in Customer loyalty program at supermarket X?
– 2 years – 3 years
63
5. How many times per month do you often go shopping at supermarket X?
– 3 times – 6 times – 10 times
10 times
6. The reason that you choose shopping at the supermarket X is:
Note: There may be multiple choice answers to this question
Goods
Part B. Survey of supermarket’s customer loyalty programs quality.
Please indicate the level of your agreement of with the following statement about the "X" by marking (√) in the
appropriate boxes, with:
Box No. 1: Totally disagree
Box No. 5: Totally agree
And with different level type in the box number 2, 3 and
4. Totally disagree Disagree Middle Agree Totally agree
Loyalty program at supermarket X has:
1 …good quality gifts 1 2 3 4 5
2 …gift of the famous brands 1 2 3 4 5
3 …practical gifts, matching 1 2 3 4 5
4 …the clear policy, easy to understand 1 2 3 4 5
5 …enough time to accumulate points to redeem 1 2 3 4 5 6 …easily accumulate points when shopping 1 2 3 4 5 7 …remind customers regularly to accumulate points
off period 1 2 3 4 5
8 … full information about the suppliers participating in
the promotion for cardholders 1 2 3 4 5
64
9 …remind customers about voucher expiry date 1 2 3 4 5 10 …the rights and privileges under each level card 1 2 3 4 5
11 …care policy at the levels of card 1 2 3 4 5
12 Customer Loyalty Program at supermarket X produce
satisfaction for each cardholder 1 2 3 4 5
Employee of customer loyalty program at supermarket X:
13 …answer the queries of cardholders 1 2 3 4 5
14 …attention to feedbacks and comments from the
cardholder 1 2 3 4 5
15 …get the satisfaction of cardholders 1 2 3 4 5
16 …always listen to suggestions of cardholders 1 2 3 4 5 17 Loyalty customer service counters of supermarkets X
is spacious, comfortable 1 2 3 4 5
18 Loyalty customer service counters of supermarkets X
is easy to find 1 2 3 4 5
19 Information about customer loyalty program posted
on website is useful, updated 1 2 3 4 5
20 Supermarket X promptly answer questions about
loyalty program through the website 1 2 3 4 5
21 The quality of goods in supermarkets X is reliable. 1 2 3 4 5 22 I often hear the words evaluated and commented
favorably on supermarket X 1 2 3 4 5
23 The after sales service is quite good (refund or
exchange if the customer returns the product ...) 1 2 3 4 5 24 I feel comfortable when shopping at the supermarket
X 1 2 3 4 5
25 I am pleased that the supermarket X meets my
requirements 1 2 3 4 5
26 I am glad that have chosen to shop supermarket X 1 2 3 4 5
65
27 Supermarket X would be my first choice when
shopping 1 2 3 4 5
28 I realized I was loyalty customers of supermarket X 1 2 3 4 5 29 I just buy at the supermarket X rather than at any
other supermarket 1 2 3 4 5
Part C. Your personal information 1. Sexual:
□ Male □ Female
2. Age:
□ 18 – 23 □ 24 – 30 □ 31 – 40 □ trên 41 3. Monthly income (VND):
□ Under 5 million VND □ From 5 to under 9 million VND □ From 9 to under 15 million VND
□ From 15 to under 25 million VND □
Above 25 million VND 4. Career:
□ Homemaker □ Staff office □ Worker
□ Entrepreneur □ Freelancer □Other: ………
5. Marital status:
□ Single □ Married □ Married and with children Thanks for your support.
66 Appendix C: Questionnaire in Vietnamese PHIẾU KHẢO SÁT
Chào Ông/Bà, tôi tên Đặng Bích Phương, hiện đang là học viên cao học của Viện Đào Tạo Quốc Tế, Trường Đại Học Kinh Tế TP. HCM. Tôi đang nghiên cứu Sự ảnh hưởng của Chất lượng dịch vụ của chương trình khách hàng thân thiết và danh tiếng của siêu thị đến sự hài lòng và lòng trung thành của khách hàng. Rất mong Ông/Bà dành ra một vài phút để trả lời Phiếu khảo sát này. Sự hỗ trợ của Ông/Bà là rất quan trọng và rất được cảm kích.
Thông tin cá nhân của Ông/Bà sẽ được giữ bí mật hoàn toàn. Trong quá trình thực hiện phiếu khảo sát này, nếu Ông/Bà có bất kỳ thắc mắc nào, xin vui lòng liên lạc với tôi thông qua địa chỉ email: phuongdang1989@gmail.com hoặc số điện thoại 0985958939.
Phần A. Khảo sát về việc tham gia chương trình khách hàng thân thiết của siêu thị.
1. Ông/Bà đã tham gia chương trình Khách hàng thân thiết (KHTT) của siêu thị chưa?
ả lời tiếp bảng câu hỏi) ảm ơn và kết thúc khảo sát)
2. Xin vui lòng cho biết Ông/Bà đã tham gia chương trình khách hàng thân thiết của siêu thị nào
Lưu ý: Có thể có nhiều lựa chọn trả lời cho câu hỏi này
ghi rõ):………
3. Ông/Bà thường đi mua sắm ở siêu thị nào nhất?
ghi rõ):………
Gọi X là siêu thị mà Ông/Bà thường xuyên mua sắm và có thẻ KHTT:
67
4. Xin vui lòng cho biết Ông/Bà đã tham gia chương trình khách hàng thân thiết của siêu thị X được bao lâu?
ới 1 năm ừ 1 – 2 năm ừ 2 – 3 năm
năm
5. Xin vui lòng cho biết Ông/Bà đi mua sắm tại siêu thị X trung bình bao nhiêu lần mỗi tháng?
ừ 1 – 3 lần ừ 4 – 6 lần ừ 7 – 10 lần
Trên 10 lần
6. Lý do mà Ông/Bà lựa chọn mua sắm ở siêu thị X là:
Lưu ý: Có thể có nhiều lựa chọn trả lời cho câu hỏi này
ẻ ần nhà ạng ất
lượng
ều khuyến mãi ệt tình
(vui lòng ghi rõ):………
Phần B. Khảo sát về chất lượng chương trình khách hàng thân thiết của siêu thị.
Xin cho biết mức độ đồng ý của Ông/Bà với các phát biểu sau về “X” bằng cách đánh dấu (√) vào các ô tương ứng, với:
Ô số 1: Hoàn toàn không đồng ý Ô số 5: Hoàn toàn đồng ý
Còn với mức độ khác thì đánh vào các ô số 2, 3 và 4.
Hoàn toàn không đồng ý Không đồng ý Trung dung Đồng ý Hoàn toàn đồng ý
Chương trình Khách hàng thân thiết tại siêu thị X có:
1 …quà tặng có chất lượng tốt 1 2 3 4 5
2 …quà tặng của những thương hiệu nổi tiếng 1 2 3 4 5
3 …quà tặng thiết thực, phù hợp 1 2 3 4 5