NGHIÊN CỨU CÁC NHÂN TỐ ẢNH HƯỞNG ĐẾN SỰ HÀI LÒNG CỦA KHÁCH HÀNG TẠI CHUỖI CỬA HÀNG TIỆN LỢI VINMART+ TRÊN ĐỊA BÀN THÀNH PHỐ THANH HÓA

Abstract

The study aims to determine the factors affecting customer satisfaction at the Vinmart+ convenience store chain in Thanh Hoa city. Both qualitative and quantitative research methods are applied. The analysis results of 530 survey samples collected directly from customers show that there are 5 factors affecting customer satisfaction, arranged in descending order: 1) Price 2) Assurance 3) Empathy 4) Reliability, and 5) Tangibles. The results of descriptive statistics also show that customers are moderately satisfied with the factors affecting satisfaction. The study proposed a number of solutions to improve customer satisfaction at the Vinmart+ convenience stores in Thanh Hoa according to each of the above influencing factors.
Keywords: Customer satisfaction, supermarket, VinMart+.