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31/03/2022
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Nguyen, T. Q. N., & Huynh, T. K. T. (2022). Determinants of customer satisfaction towards buying fresh foods in supermarkets - A study in Ho Chi Minh City. Journal of International Economics and Management, 22(1), 23 - 41. https://doi.org/10.38203/jiem.022.1.0040
Determinants of customer satisfaction towards buying fresh foods in supermarkets - A study in Ho Chi Minh City
Main Article Content
Abstract
The study aims to identify the determinants of customer satisfaction towards purchasing fresh food in the supermarkets in Ho Chi Minh City. By synthesizing and systematizing related studies and applying the model of service quality and customer satisfaction in the retail market, we find that there are five factors impacting customer satisfaction towards buying fresh food in supermarkets. These factors are merchandise, price, physical aspects, supermarket employees, and supermarket policies. The data were collected randomly through online and offline channels from the first half of March 2020 till the end of April 2020. The results from the exploratory factor analysis and multiple regression analysis, using data collected from 261 valid survey responses, show that merchandise has the most powerful effect on customer satisfaction, followed by physical aspect, price, supermarket employee, and supermarket policies. The study indicates that customer satisfaction in buying goods in supermarkets relies on product quality and service quality.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Keywords
Customer satisfaction, Fresh food, Ho Chi Minh City, Supermarket
References
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International Journal of Business and Economics Research, Vol. 3 No. 5, pp. 178 - 186.
Nguyen, T.M.H. and Nguyen, P.T. (2015), “Factors affecting the consumer decision on choosing
a supermarket for purchasing fresh food in Hue city”, Hue University Journal of Science, Vol. 113 No. 14, pp. 41 - 49.
Nguyen, T.M.T. (2005), “Chat luong dich vu, su thoa man, va long trung thanh cua khach hang sieu thi tai Tp. HCM”, Tap chi Phat trien Khoa hoc và Cong nghe, Tap 09, So 10, tr. 57 - 70.
Nguyen, T.T.T (2016), “Factors influencing customer satisfaction towards supermarkets in Thai
Nguyen City, Viet Nam”, International Journal of Economics, Commerce and Management,
Vol. 2 No. 4, pp. 464 - 474.
Rana, S.M.S., Osman, A. and Islam, M.A. (2014), “Customer satisfaction of retail chain stores:
evidence from Bangladesh”, Journal of Asian Scientific Research, Vol. 4 No. 10, pp. 574 - 584.
Tabachnick, B.G. and Fidell, L.S. (2001), Using multivariate statistics, Harper Collins, New York.
Tse, D.K. and Wilton, P.C. (1988), “Models of consumer satisfaction formation: an extension”, Journal of Marketing Research, Vol. 25 No. 2, pp. 204 - 212.
Tuoi Tre Newspaper. (2019), “Auchan chinh thuc roi VN, Saigon Co.op tiep quan 18 sieu thi cua
nha ban le Phap”, Available at https://tuoitre.vn/auchan-chinh-thuc-roi-vn-saigon-co-op-tiepquan-18-sieu-thi-cua-nha-ban-le-phap-20190627221442647.htm (Accessed 29 March, 2020).
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Weerasiri, R.A.S. (2015), “A study on service quality and customer satisfaction of supermarkets in Sri Lanka, Sri Lanka”, Journal of Marketing, Vol. 1 No. 2, pp. 36 - 46.
american customer satisfaction model (ACSI Model)”, International Journal of Academic Research in Business and Social Sciences, Vol. 1 No. 3, pp. 232 - 258.
Azhar, A.R., Salehuddin, M.Z, Saiful, B., Faeez, M., Syaquif, M. and Kamaruddin, Y.B. (2013),
“Customer satisfaction with hypermarket fresh food’s characteristics”, Journal of Tourism, Hospitality, and Culinary Arts, Vol. 4 No. 1, pp. 13 - 37.
Beneke, J., Hayworth, C., Hobson, R. and Mia, Z. (2012), “Examining the effect of retail service quality dimensions on customer satisfaction and loyalty: the case of the supermarket shopper”, Acta Commercii, Vol. 12 No. 1, pp. 27 - 43.
Bollen, K.A. (1989), Structural equations with latent variables, John Wiley and Sons, Inc., New York.
Chu, N.M.N. and Hoang, T. (2008), Phan tich du lieu nghien cuu voi SPSS Tap 1 va 2, Hong Duc
Publisher, Ha Noi.
Chu, N.M.N. and Phạm, T.N. (2013), “Phan tich cac nhan to tac dong toi quyet dinh cho kenh sieu thi mua thuc pham tuoi song cua nguoi tieu dung Tp. HCM”, Tap chi Phat trien va Hoi nhap, Tap 10, So 20, tr. 46 - 51.
Coenders, G. and O’Loughlin, C. (2002), “Application of the European Customer Satisfaction Index to postal services. Structural equation models versus partial least squares”, Available at http://www.udg.es/fcee/economia/n4.pdf (Accessed 20 March, 2020).
Dabholkar, P.A., Thorpe, D.I. and Rentz, J.O. (1996), “A measure of service quality for retail stores: scale development and validation”, Journal of the Academy of Marketing Science, Vol. 24 No. 3, pp. 3 - 16.
Dang, V.M. (2019), “A study of determinants of supermarket service quality - The case of Coopmart supermarket in Vietnam”, Journal of Advances in Economics and Business, Vol. 7 No. 2, pp. 101 - 107.
Deloitte Vietnam Company Limited. (2020), “Retail in Vietnam report”, Deloitte Vietnam Company Limited, Vietnam, Available at https://www2.deloitte.com /content/dam/Deloitte/vn/
Documents/consumer-business/vn-cb-vietnam-consumer-retail-2020-updated.pdf (Accessed
30 July, 2020).
Do, K.C. and Nguyen, L.T. (2015), “Su lua chon cua nguoi mua rau tai cho và sieu thi tren dia ban
thanh pho Ha Noi”, Tap chi Khoa hoc và Phat trien, Tap 13, So 2, tr. 308 - 315.
Euro Asian research experts. (2018), “Vietnam retail report”, Available at https://www.slideshare.net/hoangduy203/vietnam-retail-report (Accessed 30 March, 2020).
General Statistics Office of Vietnam. (2018), “Dien tich, dan so va mat do dan so phan theo dia phuong 2018”, Available at gso.gov.vn (Accessed 27 March, 2020).
Gonzalez-Benito, O., Martinez-Ruiz, M.P. and Molla-Descals, A. (2010), “Retail pricing decisions
and product category competitive structure”, Decision Support Systems Journal, Vol. 49 No. 1, pp. 110 - 119.
Hansemark, O.C. and Albinsson, M. (2004), “Customer satisfaction and retention: the experiences of individual employees”, Managing Service Quality: an International Journal, Vol.14 No. 1, pp. 40 - 57.
Huyen, N.T.T. (2020), “The effect of brand image, perceived quality and brand experience on customer loyalty: an empirical investigation in the telecommunication industry in Vietnam”, Journal of International Economics and Management, Vol. 20 No. 3, pp. 60 - 74.
Jeevananda, D.S. (2011), “A study on customer satisfaction level at hypermarkets in Indian retail industry”, Research Journal of Social Science and Management, Vol. 1 No. 3, pp.1 - 14.
Kotler, P. (2003), Marketing management, Prentice-Hall Publisher, New Jersey.
Le, H.T. (2019), Chat luong dich vu ban le cua mot so sieu thi kinh doanh tong hop tai Ha Noi, Luan an Tien si chuyen nganh Quan tri Kinh doanh, Hoc vien Khoa hoc Xa hoi, Vien Han lam Khoa hoc Xa hoi Viet Nam.
Lewis, B. and Spyrakopoulos, S. (2001), “Banking; consumer attitudes; customer service; service quality; customer satisfaction”, International Journal of Bank Marketing, Vol. 19, pp. 37 - 48.
Mehta, S.C., Lalwani, A.K. and Han, S.L. (2000), “Service quality in retailing: relative efficiency
of alternative measurement scales for different product‐service environments”, International
Journal of Retail & Distribution Management, Vol. 28 No. 2, pp. 62 - 72.
Nguyen, D.T. (2011), Phuong phap nghien cuu khoa hoc trong kinh doanh, Nha xuat ban Lao dong – Xa hoi, Thanh pho Ha Noi.
Nguyen, D.T. and Nguyen, T.M.T (2009), Nghien cuu thi truong, Nha xuat ban Dai hoc Quoc gia
Thanh pho Ho Chi Minh, Thanh pho Ho Chi Minh.
Nguyen, T.H., Nguyen, H.M., Phan, C.A. and Matsui, Y. (2014), “The relationship between service
quality and customer loyalty in specialty supermarket - Empirical evidence in Vietnam”,
International Journal of Business and Economics Research, Vol. 3 No. 5, pp. 178 - 186.
Nguyen, T.M.H. and Nguyen, P.T. (2015), “Factors affecting the consumer decision on choosing
a supermarket for purchasing fresh food in Hue city”, Hue University Journal of Science, Vol. 113 No. 14, pp. 41 - 49.
Nguyen, T.M.T. (2005), “Chat luong dich vu, su thoa man, va long trung thanh cua khach hang sieu thi tai Tp. HCM”, Tap chi Phat trien Khoa hoc và Cong nghe, Tap 09, So 10, tr. 57 - 70.
Nguyen, T.T.T (2016), “Factors influencing customer satisfaction towards supermarkets in Thai
Nguyen City, Viet Nam”, International Journal of Economics, Commerce and Management,
Vol. 2 No. 4, pp. 464 - 474.
Rana, S.M.S., Osman, A. and Islam, M.A. (2014), “Customer satisfaction of retail chain stores:
evidence from Bangladesh”, Journal of Asian Scientific Research, Vol. 4 No. 10, pp. 574 - 584.
Tabachnick, B.G. and Fidell, L.S. (2001), Using multivariate statistics, Harper Collins, New York.
Tse, D.K. and Wilton, P.C. (1988), “Models of consumer satisfaction formation: an extension”, Journal of Marketing Research, Vol. 25 No. 2, pp. 204 - 212.
Tuoi Tre Newspaper. (2019), “Auchan chinh thuc roi VN, Saigon Co.op tiep quan 18 sieu thi cua
nha ban le Phap”, Available at https://tuoitre.vn/auchan-chinh-thuc-roi-vn-saigon-co-op-tiepquan-18-sieu-thi-cua-nha-ban-le-phap-20190627221442647.htm (Accessed 29 March, 2020).
Vu, T.H., Pham, T.T. and Nguyen, T.H.P. (2018), “Cac nha to tac dong den quyet dinh chon kenh sieu thi khi mua rau qua cua khach hang tai Thanh pho Nha Trang”, Tap chi Phat trien Khoa hoc va Cong nghe, Chuyen san Kinh te – Luat va Quan ly, Tap 2, So 4, tr. 22 - 35.
Weerasiri, R.A.S. (2015), “A study on service quality and customer satisfaction of supermarkets in Sri Lanka, Sri Lanka”, Journal of Marketing, Vol. 1 No. 2, pp. 36 - 46.