Determinants of customer satisfaction towards buying fresh foods in supermarkets - A study in Ho Chi Minh City

Nguyen Thi Quynh Nga1, Huynh Thi Kim Thoa2
1 Foreign Trade University, Ho Chi Minh City, Vietnam
2 Vietnam Dairy Products Joint Stock Company, Ho Chi Minh City, Vietnam

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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.

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