FACTORS AFFECTING CUSTOMER SATISFACTION ON SERVICE QUALITY AT SAN HA RETAIL GROUP
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Published:
Jun 29, 2023
Keywords:
factor affecting satisfaction, San Ha Retail Group, service quality
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Abstract
This study proposes a research model of the factors affecting customer satisfaction with the service quality of San Ha Retail Group. The study proposes a service quality measurement model with five factors and 20 observed variables. The study used the method of testing the reliability of the model scale by Cronbach’s Alpha coefficient, the exploratory factor analysis, and the multivariate regression analysis to explore the results of interviews with 130 customers who have used products and services of San Ha Retail Group. The results show that customer satisfaction with the service quality of San Ha Retail Group is influenced by five factors, including empathy, responsiveness, tangibles, reliability, and service capacity. The findings from the research suggest solutions to increase customer satisfaction when using products and services for San Ha Retail Group.
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1.
Nguyen T, Nguyen A, Truong T. FACTORS AFFECTING CUSTOMER SATISFACTION ON SERVICE QUALITY AT SAN HA RETAIL GROUP. journal [Internet]. 29Jun.2023 [cited 19May2024];13(2):1-. Available from: https://journal.tvu.edu.vn/index.php/journal/article/view/1930
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References
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Quảng Nam]. Master thesis. Da Nang: Da Nang
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và lòng trung thành của khách hàng siêu thị tại Thành
phố Hồ Chí Minh]. VNUHCM Journal of Science and
Technology Development [Tạp chí Phát triển Khoa
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Chí Minh]. 2006;9(10): 57–70.
[17] Cronin JrJJ, Taylor S. Measuring service quality: A
reexamination and extension. The Journal of Marketing. 1992;56(3): 55–68.
[18] Spreng RA, Mackoy RD. An empirical examination
of a model of perceived service quality and satisfaction. Journal of Retailing. 1996;72(2): 201–214.
[19] Dabholkar PA, Dayle IT, Joseph OR. A measure of
service quality for retail store: Scale development
and validation. Journal of the Academy of Marketing
Science. 1996;24: 3–16.
[20] Mehta Subhash C, Lalwani A, Son Li Han. Service
quality in retailing: Relative efficiency of alternative
measurement scale for different product-service environment. International Journal of Retail and Distribution Management. 2000;28(2): 62–72.
[21] Nguyen Dinh Tho. Scientific research methods in
business. [Phương pháp nghiên cứu khoa học trong
kinh doanh]. Hanoi: Labour - Social Publishing House; 2012.
[22] Hoang Trong, Chu Nguyen Mong Ngoc. Research
data analysis with SPSS. [Phân tích dữ liệu nghiên
cứu với SPSS]. Hanoi: Hong Duc Publishing House;
2008.
about service quality at department store chain Co.op
Smile. [Nghiên cứu sự hài lòng của khách hàng về
chất lượng dịch vụ tại chuỗi cửa hàng bách hóa
Co.op Smile]. Master thesis. Ho Chi Minh City: Open
University of Ho Chi Minh City; 2018.
[2] Quan Minh Nhut, Vien Ngoc Anh. An evaluation of
the customers’ satisfaction on service quality supplied
by CoopMart system in the Mekong Delta. [Đánh giá
mức độ hài lòng của khách hàng đối với chất lượng
dịch vụ của hệ thống Co.opmart tại Đồng bằng sông
Cửu Long]. Can Tho University Journal of Science
[Tạp chí Khoa học Đại học Cần Thơ]. 2014;32: 54–60.
[3] Lehtinen U, Lehtinen JR. Service quality: A study
of quality dimensions. Service Management Institute.
1982;5: 25–32.
[4] Gronroos C. A service quality model and its marketing implications. European Journal of Marketing.
1984;18(4): 36–44.
[5] Parasuraman A, Ziethaml V, Berry LL. SERVQUAL:
A multiple- item scale for measuring consumer perceptions of service quality. Journal of Retailing.
1988;64(1): 12–40.
[6] Du Plooy AT, De Jager JW, Van Zyl D. Drivers of
perceived service quality in selected informal grocery retail stores in Gauteng, South Africa. Southern
African Business Review. 2012;16(1): 94–121.
[7] Kotler P. Marketing management. 11th ed. Upper
Saddle River: Prentice-Hall; 2003.
[8] Oliver RL. Whence consumer loyalty? Journal of
Marketing. 1999;63(4): 33–44.
[9] Zeithaml VA, Bitner MJ. Service marketing: Integrating customer focus across the firm. 2nd ed. Berkshire:
McGraw-Hill Publishing Company; 2000.
[10] Levesque T, McDougall GH. Determinants of customer satisfaction in retail banking. International
Journal of Bank Marketing. 1996;14(7): 12–20.
[11] Oliva TA, Oliver RL, Bearden WO. The relationships among consumer satisfaction, involvement, and
product performance: A catastrophe theory aplication.
Behavioral Science. 1995;40(2): 104–132.
[12] Brown TJ, Churchill GA, Peter JP. Research note: Improving the measurement of service quality. Journal
of Retailing. 1993;69(1): 127–139.
[13] Zeithaml V. Defining and relating price, perceived
quality, and perceived value. Cambridge, MA, USA:
Marketing Science Institute; 1987.
[14] Vu Thi Kim Tham. Research on customer satisfaction
for Co.opmart in Tam Ky supermarket, Quang Nam
Province. [Nghiên cứu sự hài lòng của khách hàng
đối với siêu thị Co.opmart thành phố Tam Kỳ, tỉnh
Quảng Nam]. Master thesis. Da Nang: Da Nang
University; 2016
[15] Nguyen Van Thanh. Services marketing. [Marketing
dịch vu]. [Lecture] Hanoi University of Science and
Technology. 2017.
[16] Nguyen Thi Mai Trang. Service quality, customer
satisfaction and loyalty: a study of supermarkets in
Ho Chi Minh City. [Chất lượng dịch vụ, sự thỏa mãn,
và lòng trung thành của khách hàng siêu thị tại Thành
phố Hồ Chí Minh]. VNUHCM Journal of Science and
Technology Development [Tạp chí Phát triển Khoa
học và Công nghệ Đại học Quốc gia Thành phố Hồ
Chí Minh]. 2006;9(10): 57–70.
[17] Cronin JrJJ, Taylor S. Measuring service quality: A
reexamination and extension. The Journal of Marketing. 1992;56(3): 55–68.
[18] Spreng RA, Mackoy RD. An empirical examination
of a model of perceived service quality and satisfaction. Journal of Retailing. 1996;72(2): 201–214.
[19] Dabholkar PA, Dayle IT, Joseph OR. A measure of
service quality for retail store: Scale development
and validation. Journal of the Academy of Marketing
Science. 1996;24: 3–16.
[20] Mehta Subhash C, Lalwani A, Son Li Han. Service
quality in retailing: Relative efficiency of alternative
measurement scale for different product-service environment. International Journal of Retail and Distribution Management. 2000;28(2): 62–72.
[21] Nguyen Dinh Tho. Scientific research methods in
business. [Phương pháp nghiên cứu khoa học trong
kinh doanh]. Hanoi: Labour - Social Publishing House; 2012.
[22] Hoang Trong, Chu Nguyen Mong Ngoc. Research
data analysis with SPSS. [Phân tích dữ liệu nghiên
cứu với SPSS]. Hanoi: Hong Duc Publishing House;
2008.