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 25Sep.2023];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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about service quality at department store chain Co.op
Smile [Master thesis]. Ho Chi Minh City: Open
University of Ho Chi Minh City; 2018.
[2] Quan Minh Nhut and Vien Ngoc Anh. An evaluation
of the customers’ satisfaction on service quality supplied by CoopMart system in the Mekong Delta. Can
Tho University Journal of Science. 2014;32: 54–60.
[3] Lehtinen U., and Lehtinen J. R. 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 L L. SERVQUAL:
A multiple- item scale for measuring consumer perceptions of service quality. Journal of retailing.
1988;64(1): 12–40.
[6] A.T. du Plooy, J.W.de Jager, D. Van Zyl. 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 edition. Upper
Saddle River: Prentice-Hall; 2003.
[8] Oliver R L. Whence consumer loyalty?. Journal of
Marketing. 1999;63(4): 33–44.
[9] Zeithaml V A, Bitner M J. Service marketing: Integrating customer focus across the firm. 2nd edition.
Berkshire: McGraw-Hill Publishing Company; 2000.
[10] Levesque T., McDougall G. H. Determinants of customer satisfaction in retail banking. International
Journal of Bank Marketing. 1996;14(7): 12–20.
[11] Oliva T A, Oliver R L, Bearden W O. The relationships among consumer satisfaction, involvement, and
product performance: A catastrophe theory aplication.
Behavioral Science. 1995;40(2): 104–132.
[12] Brown, T.J., Churchill, G.A., Peter, J.P. 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 [Master thesis]. Da Nang University; 2016.
[15] Nguyen Van Thanh. Marketing in the service business. Ha Noi: Statistical Publishing House; 2008.
[16] Nguyen Thị Mai Trang. Service quality, customer satisfaction and loyalty: a study of supermarkets in hcm
city. VNUHCM Journal of Science and Technology
Development. 2006; 9(10): 57–70.
[17] Cronin Jr J J, Taylor S. Measuring service quality: A
reexamination and extension. The Journal of Marketing. 1992;56(3): 55–68.
[18] Spreng R A, Mackoy R D. An empirical examination
of a model of perceived service quality and satisfaction. Journal of Retailing. 1996;72(2): 201–214.
[19] Dabholkar P A, Dayle I T, Joseph O R. 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. Hanoi: Labour - Social Publishing House; 2012.
[22] Hoang Trong, Chu Nguyen Mong Ngoc. Research
data analysis with SPSS. Hanoi: Hong Duc Publishing House; 2008.
about service quality at department store chain Co.op
Smile [Master thesis]. Ho Chi Minh City: Open
University of Ho Chi Minh City; 2018.
[2] Quan Minh Nhut and Vien Ngoc Anh. An evaluation
of the customers’ satisfaction on service quality supplied by CoopMart system in the Mekong Delta. Can
Tho University Journal of Science. 2014;32: 54–60.
[3] Lehtinen U., and Lehtinen J. R. 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 L L. SERVQUAL:
A multiple- item scale for measuring consumer perceptions of service quality. Journal of retailing.
1988;64(1): 12–40.
[6] A.T. du Plooy, J.W.de Jager, D. Van Zyl. 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 edition. Upper
Saddle River: Prentice-Hall; 2003.
[8] Oliver R L. Whence consumer loyalty?. Journal of
Marketing. 1999;63(4): 33–44.
[9] Zeithaml V A, Bitner M J. Service marketing: Integrating customer focus across the firm. 2nd edition.
Berkshire: McGraw-Hill Publishing Company; 2000.
[10] Levesque T., McDougall G. H. Determinants of customer satisfaction in retail banking. International
Journal of Bank Marketing. 1996;14(7): 12–20.
[11] Oliva T A, Oliver R L, Bearden W O. The relationships among consumer satisfaction, involvement, and
product performance: A catastrophe theory aplication.
Behavioral Science. 1995;40(2): 104–132.
[12] Brown, T.J., Churchill, G.A., Peter, J.P. 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 [Master thesis]. Da Nang University; 2016.
[15] Nguyen Van Thanh. Marketing in the service business. Ha Noi: Statistical Publishing House; 2008.
[16] Nguyen Thị Mai Trang. Service quality, customer satisfaction and loyalty: a study of supermarkets in hcm
city. VNUHCM Journal of Science and Technology
Development. 2006; 9(10): 57–70.
[17] Cronin Jr J J, Taylor S. Measuring service quality: A
reexamination and extension. The Journal of Marketing. 1992;56(3): 55–68.
[18] Spreng R A, Mackoy R D. An empirical examination
of a model of perceived service quality and satisfaction. Journal of Retailing. 1996;72(2): 201–214.
[19] Dabholkar P A, Dayle I T, Joseph O R. 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. Hanoi: Labour - Social Publishing House; 2012.
[22] Hoang Trong, Chu Nguyen Mong Ngoc. Research
data analysis with SPSS. Hanoi: Hong Duc Publishing House; 2008.