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Enhancing customer satisfaction in terms of service quality in supermarket - The case study of Big C supermaket in HCMC

Author

Listed:
  • Trinh Thuy Anh

    (Ho Chi Minh City Open University, Vietnam)

  • Phan Minh Tai

    (Saigon M&C Real Estate JSC, Vietnam)

Abstract

This paper aimed at determining factors effecting customer satisfaction in terms of service quality as well as evaluating satisfaction level of shoppers in Big C Supermarket. A survey of 158 shoppers in various Big C supermarkets in HCMC has evaluated retail service quality according to Retail Service Quality Scale (RSQS) which composes of 5 dimensions namely physical aspects, reliability, personal interaction, problem solving and policy. The findings show that there are three factors mainly effecting on customer satisfaction in Big C, those factors are Reliability, Problem Resolving and Policy. Based on the result of survey, practicle solutions recommended to Big C for improvement of service quality in order to close gaps that could lead to increasing customer satisfaction.

Suggested Citation

  • Trinh Thuy Anh & Phan Minh Tai, 2013. "Enhancing customer satisfaction in terms of service quality in supermarket - The case study of Big C supermaket in HCMC," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 3(1), pages 68-79.
    • Handle: RePEc:bjw:econen:v:3:y:2013:i:1:p:68-79
    DOI: 10.46223/HCMCOUJS.econ.en.3.1.103.2013
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