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Luận án được chia thành năm chương: Chương 1: Giới thiệu. Chương này trình bày lý do chọn đề tài nghiên cứu, mục tiêu nghiên cứu, câu hỏi nghiên cứu, đối tượng và phạm vi nghiên cứu, phương pháp nghiên cứu, ý nghĩa của đề tài và ý nghĩa của đề tài. Chương 2: Cơ sở lý thuyết và mô hình nghiên cứu. Chương này trình bày cơ sở lý thuyết về các nhân tố ảnh hưởng đến quyết định mua sản phẩm, tổng quan về nghiên cứu các nhân tố ảnh hưởng đến quyết định mua sản phẩm, đề xuất mô hình nghiên cứu và các giả thuyết đặt ra. . lý thuyết nghiên cứu. Chương 3: Phương pháp nghiên cứu. Chương này trình bày quy trình nghiên cứu, phương pháp nghiên cứu định tính và định lượng, đưa ra mô hình nghiên cứu để điều chỉnh, xây dựng thang đo các biến trong mô hình nghiên cứu. Chương 4: Kết quả nghiên cứu. Chương này trình bày các kết quả nghiên cứu bao gồm kiểm định độ tin cậy của thang đo các biến trong mô hình nghiên cứu, phân tích các yếu tố EFA, mô hình hồi quy các yếu tố ảnh hưởng đến quyết định mua hàng, kiểm định giả thuyết, nghiên cứu, các vi phạm của hồi quy và thống kê mô tả của các biến trong mô hình nghiên cứu. Chương 5: Giải pháp và kết luận. Chương này trình bày hàm ý của các giải pháp giúp nâng cao chất lượng dịch vụ nhằm thu hút khách hàng. Chương này cũng trình bày những kết luận tóm tắt về kết quả nghiên cứu, những hạn chế của nghiên cứu và hướng nghiên cứu tiếp theo.
DUY TAN UNIVERSITY INTERNATIONAL SCHOOL PSU DIVISION ✰ - UNDERGRADUATE THESIS “ RESEARCH ON SERVICE QUALITY FACTORS AFFECTING CUSTOMERS' BUYING DECISIONS AT CO.OPMART SUPERMARKET” MAJOR: BUSINESS ADMINISTRATION INSTRUCTOR: MBA Doan Thi Thuy Hai STUDENT: Nguyen Thi Ngoc Huyen GRADE: K24 PSU-QTH3 STUDENT ID: 24202100961 Da Nang, May 2022 ABSTRACT The topic "Research on service quality factors affecting customers' purchasing decisions at Co.opmart Buon Ma Thuot supermarket" was carried out from February 2022 to April 2022 The topic is to analyze and evaluate the status of service quality in supermarkets The thesis researches 05 factors affecting service quality at supermarkets: Physical Aspect, Reliability, Personal Interaction, Problem-Solving, and Policy Information is collected by interviewing 200 customers who have been shopping at Co.opmart Buon Ma Thuot The study uses the descriptive statistics method to analyze customers’ shopping behavior at Co.opmart Buon Ma Thuot supermarket Customer evaluations on factors affecting service quality, and at the same time describe the personal information of the interviewee From the analysis results, the research has also proposed management implications to improve service quality at Co.opmart Buon Ma Thuot supermarket based on the development perspective of the supermarket; research results of the topic; Feedback from customers during the interview process, and some solutions to improve service quality at Co.opmart Buon Ma Thuot supermarket Keywords: Service Quality, Purchasing Decisions, Physical Aspect, Reliability, Personal Interaction, Problem-Solving, and Policy DISCLAIMER I hereby declare that the topic “Study on service quality factors affecting customers’ purchasing decisions at Co.opmart Buon Ma Thuot supermarket” uses data from statistics and actual surveys in 2022 And the research results have not been published in any of theses Da Nang, 2022 Executor Nguyen Thi Ngoc Huyen ACKNOWLEDGMENTS To complete the Bachelor of Business Administration program and this thesis, I would like to express my sincere thanks to The teachers and teachers of Duy Tan University in general and the teachers and teachers of the International Training Institute, in particular, have wholeheartedly helped and imparted valuable and useful knowledge during my time studying at the school Especially, I would like to express my deep gratitude to Master Doan Thi Thuy Hai – who has wholeheartedly guided and helped me throughout the process of implementing this thesis from conception to completion I would also like to express my sincere thanks to the staff and employees of Co.opmart Buon Ma Thuot supermarket for their dedicated guidance, knowledge sharing, and practical experience during the internship period at Co.opmart Buon Ma Thuot Business so that I can complete the internship in the best way Although I myself always try during the process of making the thesis, exchanging and learning knowledge from teachers, teachers, and other students as well as referencing many research documents; however, shortcomings cannot be avoided We look forward to receiving your comments, ideas, and suggestions Finally, I would like to send my best wishes to the teachers of Duy Tan University and all the uncles and aunts who are working at Saigon – Trading and Service One Member Limited Liability Company Ma Thuot TABLE OF CONTENTS ABSTRACT .i DISCLAIMER ii ACKNOWLEDGMENTS iii CHAPTER 1: RESEARCH OVERVIEW 1.1 THE URGENCY OF THE SUBJECT 1.2 OBJECTIVES OF THE STUDY 1.3 RESEARCH QUESTION .2 1.4 OBJECTS AND SCOPE OF THE STUDY 1.5 RESEARCH METHODS .2 1.6 PRACTICAL MEANINGS OF RESEARCH 1.7 STRUCTURE OF THE COURSE CHAPTER 2: LITERATURE REVIEW 2.1 THEORETICAL REVIEW 2.1.1 Concept of “Service” .5 2.1.2 Concept of “Service Quality” 2.1.3 General theories about supermarkets 2.1.3.1 The concept of “Supermarket” 2.1.4 The concept of “ Customer: 2.1.5 The concept of “Consumer behavior” 2.2 THEORIES ON SERVICE QUALITY 10 2.2.1 The SERVQUAL scale of Parasuraman et al (1988) 10 2.2.2 Cronin and Taylor's SERVPERF scale (1992) 11 2.2.3 Dabholkar's Retail Service Quality Scale (RSQS) .11 2.3 PREVIOUS RESEARCH MODELS 12 2.3.1 Model “Experimental on retail service quality and their impact on customer loyalty in supermarkets in Jaffna district, Sri Lanka” by Kajenthiran et al (2017) 12 2.3.2 The antecedent and intermediate model of Dabholkar et al (2000) .13 2.3.3 “Service Quality, Customer Satisfaction and Loyalty in Ho Chi Minh City Supermarkets” by Nguyen Thi Mai Trang (2006) .14 2.3.4 “Service quality and customer study of convenience stores in Hanoi” by Phan Chi Anh et al (2016) .15 2.3.5 “Analysis of factors affecting customers' purchasing decisions at Co.op Food convenience stores” by Nguyen Huong Thao (2015) 16 2.4 COMPARISON TABLE OF RESEARCH 17 2.5 PROPOSED RESEARCH MODEL 19 2.6 RESEARCH SUBJECTS 19 CHAPTER 3: RESEARCH METHODOLOGY .20 3.1 Overview of Saigon Co.op supermarket system 20 3.1.1 History of formation and development 20 3.1.2 Seize growth opportunities .20 3.1.3 Affirmation and development 21 3.1.4 Overview of Co.opmart Buon Ma Thuot 23 3.1.4.1 General introduction about Co.opmart Buon Ma Thuot supermarket 23 3.1.4.2 Operation of Co.opmart Buon Ma Thuot supermarket .24 3.1.6 Business results of Co.opmart Buon Ma Thuot supermarket in 2019-2021 .27 3.2 RESEARCH PROCESS .28 3.3 RESEARCH METHODS .28 3.4 DATA COLLECTION 29 3.5 DESIGN AND DEVELOPMENT OF THE QUESTIONNAIRE 29 3.6 THE ORIGINAL SCALE .30 3.7 Preliminary Measurements 33 3.8 PRIME STUDY .35 3.9 THE SCALE AFTER CRIMINAL STUDY .35 3.10 OFFICIAL MEASUREMENTS 39 3.11 OFFICIAL STUDY .41 3.11.1 Research sample design 42 3.11.2 Data collection methods 42 3.11.3 Data analysis method 42 3.11.3.1 Descriptive analysis 43 3.11.3.2 Preliminary assessment of the scale by Cronbach's Alpha reliability coefficient 43 3.11.3.3 Evaluation of the scale by exploratory factor analysis (EFA) 43 3.11.3.4 Correlation and regression analysis 44 3.11.3.5 Testing the difference in the level of assessment of service quality factors affecting customers' purchasing decisions at Co.opmart supermarkets by T-test and Anova .44 3.12 DESCRIPTIVE STATISTIC OF VARIABLE 45 CHAPTER 4: RESEARCH RESULTS .46 4.1.1 Gender 46 4.1.2 Age 47 4.1.3 Occupation 47 4.1.4 Income 48 4.1.5 Frequence 50 4.2 ASSESSING THE RELIABILITY OF THE MEASUREMENT BY CRONBACH’S ALPHA 50 4.2.1 Cronbach's Alpha test for the independent variable .50 4.2.1.1 Cronbach's Alpha test for the factor "Physical Aspect " .51 4.2.1.2 Cronbach's Alpha test for the factor "Reliability" .51 4.2.1.3 Cronbach's Alpha test for the factor “ Personal Interaction ” 52 4.2.1.4 Cronbach's Alpha test for the factor "Problem-Solving" 53 Cronbach's Alpha test for the factor " Policy” 53 4.2.2 Cronbach's Alpha test for the dependent variable "Decision" 54 4.2 Summary after checking the reliability of Cronbach's Alpha .55 4.3 EFA DISCOVERY FACTOR ANALYSIS 55 4.3.1 EFA factor analysis for the independent variable 55 4.3.1.3 Testing the suitability of the EFA model (Kaiser-Meyer-Olkin) 55 4.2.2.3 Test of extracted variance of factors (% cumulative variance) 56 4.2.2.3 Factor loading factor test 58 4.2.3 EFA factor analysis for the dependent variable “Decision” 59 4.2.3.3 Integration test of the EFA model (Kaiser-Meyer-Olkin) 59 4.2.2.3 Barlett's test of correlation between observed variables .59 4.2.3.3 Check the extracted variance of the factors 60 4.3 MULTI-Variable Linear Regression ANALYSIS 60 4.3.1 Check correlation matrix between factors 60 4.4.2 Check model fit 61 4.4.3 Model Fit: Analysis of Variance ANOVA 62 4.4.4 Check for autocorrelation of residuals 62 4.4.5 Multicollinearity and Regression Test .63 4.4.6 Research hypothesis testing results 64 4.3 RESPONDENTS' DEMOGRAPHIC AND PURCHASE DECISION 64 4.5.1 Testing different based on Gender .65 4.5.2 Testing different based on Age 65 4.5.3 Testing different based on Occupation 65 4.5.4 Testing different based on Income .66 4.5.4.Testing different based on Frequence 66 4.6 Descriptive statistics of the independent and dependent variables 67 4.6.1 Descriptive statistics of the independent variables: 67 4.6.2 Descriptive statistics of dependent variables 69 Descriptive Statistics 69 CHAPTER 5: CONCLUSION AND RECOMMENDS 71 5.1 RESEARCH OVERVIEW 71 5.2 RESEARCH FINDINGS 71 5.3 SOLUTION IMPLICATIONS .72 5.3.1 Solution implications for the Physical Aspects 72 5.3.2 Solution implications for the Personal Interaction 72 5.3.2 Solution implications for the Reliability 72 5.3.4 Solution implications for the Problem Solving 72 5.3.5 Solution implications for the Policy 73 5.4.Limitations of the study 73 5.5 Further research direction .73 APPENDIX .74 REFERENCES .77 FIGURE Figure 2.1 Model of Consumer Behavior (Philip Kotler’s, 2009) 10 Figure2.2 The SERVQUAL scale of Parasuraman et al (1988) 13 Figure 2.3 SERVPERF Scale (1992) 14 Figure 2.4 Retail Service Quality Scale (RSQS) .15 Figure 2.5 Customer Loyalty by Kajenthiran(2017) 16 Figure 2.6 The antecedent and intermediate model of Dabholkar et al (2000) 16 Figure 2.7 Service Quality, Customer Satisfaction and Loyalty in Ho Chi Minh City Supermarkets” by Nguyen Thi Mai Trang (2006)………………………………… 18 Figure 2.8 “Service quality and customer study of convenience stores in Hanoi” by Phan Chi Anh et al (2016)…………………………………………………………….19 Figure 2.9 “Analysis of factors affecting customers' purchasing decisions at Co.op Food convenience stores” by Nguyen Huong Thao (2015)………………………… 20 Figure 2.10 Proposed research model of service quality factors affecting customers' purchasing decisions at Co.opmart Buon Ma Thuot supermarket…………………………… 24 Figure 3.1: Research process 36 Figure 4.1 Structure by gender 56 Figure 4.2 Structure by Age .58 Figure 4.3 Structure by occupation 60 Figure 4.4 Structure by income 61 Figure 4.5 Structure of frequency 63 TABLE Table 2.1 Comparison of prior studies .21 Table 3.1: Business results of Co.opmart Buon Ma Thuot in 2019-2021 34 Table 3.1 Original Scale 38 Table 3.2 Preliminary scale 42 Table 3.3 Scale after Criminal study 45 Table 3.4 Official scale 47 Table 4.1 Descriptive analysis of gender factors 56 Table 4.2: Descriptive analysis of age group factors 58 Table 4.3 Descriptive analysis of Occupation factors 59 Table 4.4 Descriptive analysis of income factors .60 Table 4.5 Descriptive analysis of Frequencefactors 61 Table 4.7 Cronbach's Alpha test for the factor "Physical Aspect" 63 Table 4.8 Cronbach's Alpha test for the factor "Reliability" 64 Table 4.9 Cronbach's Alpha test for the factor “ Personal Interaction ” .65 Table 4.10 Cronbach's Alpha test for the factor "Problem-Solving" 66 Table 4.11 Cronbach's Alpha test for the factor "Policy" 67 Table 4.12 Cronbach's Alpha test for the dependent variable "Decision" 69 Table 4.13 Testing the suitability of the EFA model (Kaiser-Meyer-Olkin) .70 Table 4.14 Testing the suitability of the EFA model (Kaiser-Meyer-Olkin) .71 Table 4.15 Test the extracted variance of the factors for the independent variable 72 Table 4.16 Factor loading coefficient test for independent variable 75 Table 4.17 Testing the integration of the EFA factor analysis model for the dependent variable 76 Table 4.18 Test the correlation between the observed variables for the dependent variable 76 Table 4.19 Test the extracted variance of the factors for the dependent variable .77 Table 4.20 Correlation matrix among factors 77 Table 4.21 R Square analysis on the fit of the regression equation 78 Table 4.22 ANOVA analysis on the fit of the regression equation .79 81 4.4.6 Research hypothesis testing results Hypothesis Explain beta Value Hypothesi H1 Physical Aspects means have a positive impact on customers' purchasing decisions at Co.op Food convenience stores Reliability has a positive impact on customers' purchasing decisions at Co.op Food convenience stores Personal interaction has a positive impact on customers' purchasing decisions at Co.op Food convenience stores Problem-solving has a positive 129 Sig 035 s testing Accept 111 036 Accept 120 049 Accept 237 000 Accept convenience stores The policy has a positive impact 263 000 Accept H2 H3 H4 impact on customers' shopping decisions H5 on at customers' decisions at Co.op Food purchasing Co.op Food convenience stores The standardized regression equation would be: Decision = 0.129* Physical Aspect + 0.111* Reliability + 0.120 * Personal Interaction + 0.237 * Problem-Solving + 0.263* Policy 4.3 RESPONDENTS' DEMOGRAPHIC AND PURCHASE DECISION In this section, we considered the relationship between respondents' demographic characteristics and the purchase decision There are five research hypotheses that have to be tested One-way ANOVA was also employed to compare the mean score of multiple groups of subjects: gender, age, occupation, income, 82 frequence, and your decision And all differences described as significant if are significant at the p < 0.05 level unless otherwise indicated 4.5.1 Testing different based on Gender Table 4.15: Descriptive statistics of purchase idecision by gender ANOVA DPTB Sum of Squares Between Groups df Mean Square F 2.662 2.662 Within Groups 215.112 274 785 Total 217.774 275 Sig 3.391 067 We see the statistical significance level Sig.= 0.67 > 5%, so these two variables are independent of each other Therefore, the conclusion between gender and purchasing decision is not related 4.5.2 Testing different based on Age ANOVA DPTB Sum of Squares Between Groups df Mean Square F 4.538 1.513 Within Groups 213.236 272 784 Total 217.774 275 Sig 1.930 125 We see statistical significance Sig.= 0.125 > 5%, so these two variables are independent of each other Hence the conclusion between age and the buying decision are not related 4.5.3 Testing different based on Occupation ANOVA DPTB Sum of Squares Between Groups df Mean Square 1.439 480 Within Groups 216.335 272 795 Total 217.774 275 F Sig .603 614 83 We see the statistical significance level Sig.= 0.614 > 5%, so these two variables are independent of each other Therefore, the conclusion between occupation and purchase decision is not related 4.5.4 Testing different based on Income ANOVA DPTB Sum of Squares Between Groups df Mean Square 748 249 Within Groups 217.026 272 798 Total 217.774 275 F Sig .313 816 We see the statistical significance level Sig.= 0.816 > 5%, so these two variables are independent of each other.Therefore, the conclusion between income and purchase decision is not related.4.5.5 4.5.4.Testing different based on Frequence ANOVA DPTB Sum of Squares Between Groups df Mean Square 3.739 1.246 Within Groups 214.036 272 787 Total 217.774 275 F 1.584 Sig .194 We see the statistical significance level Sig.= 0.194 > 5%, so these two variables are independent of each other Therefore, the conclusion is that there is no relationship between buying frequency and purchasing decision 84 4.6 Descriptive statistics of the independent and dependent variables 4.6.1 Descriptive statistics of the independent variables: Table 4.25 Descriptive statistics of the Physical Aspect Descriptive Statistics N Minimum Maximum Mean Std Deviation PA1 276 3.04 1.006 PA2 276 3.08 988 PA3 276 3.08 1.027 PA4 276 3.10 993 PA5 276 3.02 1.016 PA6 276 3.12 1.010 PA7 276 3.13 984 PA8 276 3.04 958 Valid N (listwise) 276 In the descriptive statistics table of the price variable, we see that the smallest value is 1, and the largest value is The average level is from 3.02 to 3.13, standard deviation ranges from 0.958 to 1.027 Table 4.26 Descriptive statistics of the Reliability Descriptive Statistics N Minimum Maximum Mean Std Deviation RE1 276 3.19 912 RE2 276 3.23 966 RE3 276 3.12 1.012 RE4 276 3.18 936 RE5 276 3.28 989 Valid N (listwise) 276 In the descriptive statistics table of the responsiveness variable, we see that the smallest value is 1, and the largest value is The average level is from 3.12 to 3.28, standard deviation ranges from 0.912 to 1.012 85 Table 4.27 Descriptive statistics of the Personal Interaction Descriptive Statistics N Minimum Maximum Mean Std Deviation PI1 276 3.02 1.000 PI2 276 3.00 1.044 PI3 276 3.04 1.026 PI4 276 3.06 1.025 PI5 276 3.02 1.037 PI6 276 3.01 1.002 Valid N (listwise) 276 In the descriptive statistics table of the responsiveness variable, we see that the smallest value is 1, and the largest value is The average level is from 3.00 to 3.06, standard deviation ranges from 1.000 to 1.044 Table 4.28 Descriptive statistics of the Problem-Solving Descriptive Statistics N Minimum Maximum Mean Std Deviation PS1 276 3.07 1.069 PS2 276 3.09 1.025 PS3 276 3.17 1.018 PS4 276 3.08 1.068 Valid N (listwise) 276 In the descriptive statistics table of the responsiveness variable, we see that the smallest value is 1, and the largest value is The average level is from 3.07 to 3.17 standard deviation ranges from 1.025 to 1.069 86 Table 4.28 Descriptive statistics of the Policy Descriptive Statistics N Minimum Maximum Mean Std Deviation PO1 276 3.06 1.004 PO2 276 3.09 1.090 PO3 276 3.07 976 PO4 276 3.08 1.050 PO5 276 3.17 1.007 PO6 276 3.09 981 PO7 276 3.12 1.082 Valid N (listwise) 276 In the descriptive statistics table of the responsiveness variable, we see that the smallest value is 1, and the largest value is The average level is from 3.06 to 3.17, standard deviation ranges from 0.976 to 1.090 4.6.2 Descriptive statistics of dependent variables Table 4.29 Descriptive statistics of the Decision Descriptive Statistics N Minimum Maximum Mean Std Deviation DP1 276 2.99 1.053 DP2 276 3.09 1.046 DP3 276 3.07 1.090 DP4 276 3.06 1.002 Valid N (listwise) 276 In the descriptive statistics table of the responsiveness variable, we see that the smallest value is 1, and the largest value is The average level is from 3.3 to 3.09, standard deviation ranges from 1.002 to 1.090 Summary of chapter Chapter presents the analytical results of the study such as description of the research sample, the results of reliability test - Cronbach's alpha, the results of the exploratory factor analysis show that the factors affecting the decision to buy at Co.opmart Buon Ma Thuot Suppermarket include factors, the model analysis by 87 multiple regression shows that factors have positive effects and significant on appartment purchase decision 88 CHAPTER 5: CONCLUSION AND RECOMMENDS After analyzed data and found out the result, this chapter will explain the results found in chapter and present discussion as well as some discussion in section 5.1 Section 5.2 will present this study’s contributions Finally, section 5.3 will present research limitations and section 5.4 will end this chapter with suggestions for future research 5.1 RESEARCH OVERVIEW Based on the previous research, main variables were chosen and divided into groups and a framework model was created to express the relationship between six independent variables consisting of “Physical Aspects”, “ Reliability”, “Personal Interaction”, “Problem Solving”, “Policy”, and one dependent variable “ Purchase Decision” Research started with the use of previous research models to derive that scale and formulate questionnaires, continuing with data analysis of reliability using Cronbach's Alpha analysis and integration rate using Exploratory Factor Analysis, correlations between variables using Pearson's correlation, and ending by testing models and hypotheses using multiple regression; Furthermore, the influence of demographics on the dependent variables is also considered 5.2 RESEARCH FINDINGS The results of multiple regression of the study show that “Physical Aspects”, “ Reliability”, “Personal Interaction”, “Problem Solving”, and “Policy” have a positive impact on “decision” The research results also show that there are 30 subitems that are included in independent variables of the model affecting decision making to purchase at Co.opmart Buon Ma Thuot of customers The level of influence of factors on the decision purchase at Co.opmart Buon Ma Thuot Supermarket is Policy(0.263), Problem Solving (0.237), Physical Aspects (0.129), Personal Interaction(0.120) Reliability (0.111) On the other hand, the results of the study have found that the demography consists of gender support to explain dependent variable and difference of customer decision, ages, occupation, on you doing business with our company are not support 89 to explain dependent variable and no difference of customer decision making in the different multi-group analysis between gender, age, occupation, income, frequency on your decision with our company 5.3 SOLUTION IMPLICATIONS Based on the results of the analysis in Chapter 4, the author proposes solutions to improve the impact of service quality factors on customers' purchasing decisions at Co.opmart supermarkets such as: 5.3.1 Solution implications for the Physical Aspects According to the research results, materials are an important factor affecting the shopping decisions of customers at Co.opmart Buon Ma Thuot supermarket Therefore, businesses need to ensure convenience in arranging stalls as well as cleaning in public areas such as changing rooms, toilets in addition, the supermarket's cash register system is also should be updated to bring speed to customers 5.3.2 Solution implications for the Personal Interaction According to the research results, the staff is an important factor affecting the shopping decision of customers at Co.opmart Buon Ma Thuot supermarket The average level displayed is not high, that is, business management needs to focus on improving the service quality of employees such as professional training, welcoming attitude to customers and improving uniforms 5.3.2 Solution implications for the Reliability In order to improve customer's trust in Co.opmart supermarket, the first thing to is to clearly provide information about the product, especially the origin of the goods and the expiry date The next step is to what we promised, simply deliver the goods on time 5.3.4 Solution implications for the Problem Solving Through the research results, the Problem-Solving at Co.opmart Buon Ma Thuot supermarket has not yet been agreed upon by customers to a high degree Therefore, the supermarket needs to consider and come up with a new return policy Instead of only returning fashion items, and dry goods, we can consider the issue of returning fresh items, and frozen products 90 5.3.5 Solution implications for the Policy Price policy and incentives for loyal customers at Co.opmart Buon Ma Thuot supermarket are not appreciated Maybe the price at the supermarket is still different than other places and the loyalty policy does not bring many benefits to customers Therefore, it is better for businesses to take measures to improve them, it may be to increase the discount rate, reduce the price when buying many products 5.4.Limitations of the study Like any other study, this one has certain limitations Firstly: The study is limited to the consumers of Buon Ma Thuot city, so this study cannot answer the overall work performance of workers in the Central region or the whole territory Vietnam Second: Due to limited research time and other limitations, the author only conducted interviews with a relatively small number of samples, thus not accurately reflecting the factors affecting the decision to choose organic foods muscle of the people in Da Nang Third: During the survey, despite trying to convince and explain to the respondents, it is still inevitable that the respondents answer dishonestly, inaccurately, and not objectively compared to the assessment their Fourth: The research is carried out for a period of time, so there is not much basis for assessing the changing trends for the research problem 5.5 Further research direction From these limitations are suggestions and orientations for further research to overcome and improve First: By expanding the research scope, not only people in the market in Buon Ma Thuot city but we can use this research results to apply to other localities to increase reliability, continue to calibrate the scales for a better fit Second: Due to the limitation of this study being conducted at one point in time, the long-term explanatory power is limited, so it is advisable to carry out studies over long and repeatable periods of time to assess trends Change direction is better Third: Expanding the survey sample size, the method of sampling according to the probability rule will give more accurate and more representative conclusions for the study population 91 APPENDIX Quantitative research Questionnaire survey: My name is Nguyen Thi Ngoc Huyen, currently participating in an internship at Saigon Trade and Service One Member Limited Liability Company- Buon Ma Thuot, I am researching the topic: "Research on service quality factors affecting customers’s buying decision at Co.opmart Sipermarket ", with the desire to understand and meet customer needs in the future, I would like to send it to Mr./Ms Survey form on customer satisfaction about product quality and customer support and care services at the company We would like to acknowledge and appreciate your comments and suggestions We will ensure that all responses are kept confidential Sincerely thank! I General Information Gender ⚪ Male ⚪ Female Age ⚪ Under 20 ⚪ From 20 to 35 years old ⚪ From 35 to 50 ⚪ Over 50 Occupation ⚪ Student ⚪ Officer staff ⚪ Freelance Labor ⚪ Other Income: 92 ⚪ Under million VND ⚪ 5-8 million VND ⚪ Over 8-10 million VND ⚪ Over 10 million VND II Corresponding Choice Questions Frequency ⚪ Usually ⚪ Sometime ⚪ Rarely ⚪ Other III The following questions are intended to measure customer satisfaction at the company (1=Very Dissatisfied, 2=Not Satisfied, 3=Normal, 4=Satisfied, 5=Very Satisfied) PHYSICAL ASPECT Supermarket with modern machinery and equipment The supermarket's facilities are eye-catching Supermarket service-related physicals (such as shopping bags, catalogs, or statements) are visually appealing Supermarkets have clean, attractive, and convenient public areas (washrooms, changing rooms) The layout of the stalls at the supermarket makes it easy for customers to find what they need The layout of the store at the supermarket helps customers easily move in the store Supermarket with spacious garage Supermarkets are located in a convenient location for shopping RELIABILITY 93 Supermarkets always what they promise Supermarket's programs are always executed on time Supermarkets ensure the confidentiality of customer information Supermarket goods always have a clear origin Goods in supermarkets ensure expiry date and food safety PERSONAL INTERACTION Staff at the supermarket are fully equipped with knowledge and skills to serve customers Employees in supermarkets give customers trust Supermarket staff quickly serve customers Supermarket staff all wear uniforms and name tags Staff at the supermarket are always polite to customers Supermarket staff are always dedicated to customers PROBLEM-SOLVING Supermarkets are ready to handle returns When a customer has a problem, the supermarket always shows interest in solving it Supermarkets deal with complaints quickly Supermarkets deal with complaints satisfactorily POLICY Supermarket items are sold at reasonable prices Supermarkets provide a full range of free e-invoices for every order Supermarkets have convenient business hours for their customers Supermarkets have many attached services (gift wrapping, free delivery ) The supermarket's payment methods are diverse and convenient Supermarkets always have special offers for loyal 94 customers The supermarket's attractive promotions are held regularly DECISION You will continue to buy goods at Co.opmart Buon Ma Thuot Do you prefer shopping at Co.opmart to other supermarkets and convenience stores? Co.opmart Buon Ma Thuot will be the first place you think of when you have a shopping need I will recommend to friends and relatives to shop at Co.opmart Buon Ma Thuot REFERENCES Cronin, J J & S A Taylor, Measuring Service Quality: A Reexamination and Extension, Journal of Marketing (1992) Dalholkar, P A., D I Thorpe, & J O Rentz, A Measure of Service Quality for Retail Stores: Scale Development and Validation, Journal of the Academy of Marketing Science(1996) Gronroos, C, A Service Quality Model and Its Marketing Implications, European Journal of Marketing (1984) Nguyen Huong Thao, “Analysis of factors affecting customers' purchasing decisions at Co.op Food convenience stores” (2015) Nguyen Thi Mai Trang, “Service Quality, Satisfaction and Loyalty of Supermarket Customers in Ho Chi Minh City”, Science and Technology Development Magazine, (2006) Phan Chi Anh, Nguyen Thu Ha, Nguyen Hue Minh, “The Relationship between Service Quality and Customer Loyalty in Specialty Supermarkets: Empirical Evidence in Vietnam”, International Journal of Business and Economics Research (2014) 95 Parasuraman, Valarie A Zeithaml &Leonard L Berry, “A Conceptual Model of Service Quality and Its Implications for Future Research”, Journal of Marketing (1985) ... Overview of Co.opmart Buon Ma Thuot 23 3.1.4.1 General introduction about Co.opmart Buon Ma Thuot supermarket 23 3.1.4.2 Operation of Co.opmart Buon Ma Thuot supermarket .24 3.1.6... Co.opmart Buon Ma Thuot supermarket Survey object: - Customers who have been shopping at Co.opmart Buon Ma Thuot supermarket Research scope: - The study was carried out at Co.opmart supermarket... Co.opmart supermarkets in turn marked an important development stage: the formation of a supermarket chain branded Co.opmart 2002: Established Co.opmart Can Tho - The first provincial supermarket