What factors influence to customer satisfaction at co op mart quang trung

- What factors influence to customer satisfaction at Co.opmart Quang Trung? RESEARCH PROJECT (BMBR5103) WHAT FACTORS INFLUENCE TO CUSTOMER SATISFACTION AT CO.OPMART QUANG TRUNG? STUDENT’S FULL NAME : VO QUOC OAI STUDENT ID : CGS 00019878 INTAKE : SEPTEMBER, 2015 ADVISOR’S NAME & TITLE : Dr BUI PHI HUNG December 2016 - What factors influence to customer satisfaction at Co.opmart Quang Trung? Advisor’s assessment Advisor’s signature - What factors influence to customer satisfaction at Co.opmart Quang Trung? Chapter – Introduction 1.1 Introduction 1.2 Research Aims 1.3 Research Question 1.4 Context and Relevant 1.5 Scope of Research 1.6 The Structure 1.7 Conclusion Chapter - Literature Review 10 2.1 Introduction 10 2.2 Customer Satisfaction 10 2.2.1 Conceptual Framework of Customer Satisfaction 10 2.2.2 Why make the customer satisfied 13 2.3 Service Quality 14 2.3.1 Definition of Service 14 2.3.2 Definition of Quality 16 2.3.3 Definition of Service Quality 17 2.3.4 Why must improve the quality of service 18 2.4 Gaps in the Literature 19 2.5 Conclusion 21 Chapter – Research Methodology 22 3.1 Introduction 22 - What factors influence to customer satisfaction at Co.opmart Quang Trung? 3.2 Research Approach 22 3.3 Research Design 25 3.3.1 Qualitative research design 25 3.3.2 Quantitative research design 27 3.4 Data Collection 29 3.5 Data Analysis 30 3.5.1 Assess the reliability and value scales 31 3.5.2 Linear regression analysis multiples 32 3.6 Conclusion 35 Chapter – Findings 36 4.1 Introduction 36 4.2 Sample description 36 4.3 Reliable analysis of measurement scales 37 4.4 Exploratory factor analysis 39 4.4.1 Measurement scales of factors affect customer satisfaction 40 4.4.2 Measurement scales of customer satisfaction 45 4.5 Testing correlations between all constructs 46 4.6 Testing the research model and the hypotheses 47 4.7 Discussions 51 4.8 Influence of gender, age, education and income to satisfy 52 4.8.1 Influence of gender 52 4.8.2 Influence of age 53 - What factors influence to customer satisfaction at Co.opmart Quang Trung? 4.9 Conclusion 54 Chapter – Discussion 55 5.1 Introduction 55 5.2 Discussion of Key Results 55 5.2.1 Customer satisfied 55 5.2.2 Quality of service 56 5.3 Conclusion 57 Chapter - Conclusion & Recommendations 59 6.1 Introduction 59 6.2 The Purpose of the research 59 6.3 Recommendations 59 6.4 Conclusion 61 References list 63 Appendices list 66 - What factors influence to customer satisfaction at Co.opmart Quang Trung? Chapter - Introduction 1.1 Introduction Customer satisfaction is always the top goal of any enterprise operating in its business, especially in the service sector By the modern marketing concept, the "customer is King" and shopping services in the super is no exception Society increasingly strong growth, these requirements as well as the desire of customers for supermarkets also increasingly advanced and is seen in many angles That's why I chose the theme: "What factors influence to customer satisfaction at Co.opmart Quang Trung?” to help Co.opmart Quang Trung has better visibility, more specific about the quality of service mine From there, there are measures to improve and perfect the quality of service to bring maximum satisfaction to consumers when shopping at Co.opmart chain in general and Co.opmart Quang Trung in particular 1.2 Research Aims Go Vap District is an urban district of Ho Chi Minh City, including 16 wards Located in the north and northwest; District 12 north, south, Phu Nhuan District, the west by District 12 and Tan Binh, Binh Thanh district in the east The total natural land area is 1975.85 hectares Population of 636.033 people (not including immigrants), the population density of about 29,000 people / km² (2016 figures) With such population density and large land bank, strong purchasing power in recent years to the trade center and supermarket massively open in Go Vap district Co.opmart, Vincom, Emart, Lottemart, Aeon, Auchan not including the convenience store so we find fertile ground that investors always try to break into That means with the fierce competition on the brand, image, price that the supermarkets have to assert themselves through customer satisfaction in the best way As of November 2016, reached a network Co.opmart 83 supermarkets across the country, including the Ho Chi Minh City has 32 supermarkets, in areas including - What factors influence to customer satisfaction at Co.opmart Quang Trung? Co.opmart in Go Vap Co.opnart Quang Trung officially opened in December 2014 in Ward 11, Go Vap District Experienced years of business, with the thickness of the system experiences Co.opmart, Co.opmart Quang Trung not avoid competition in the locality In terms of research, I'll try to get a glimpse of one of the problems that any retailer must also care about her and always improve the customer to be recognized and appreciated, especially is Co.opmart Quang Trung: "What Factors Influence to customer satisfaction at Quang Trung Co.opmart?" 1.3 Research Question The research question of this thesis lies in the time limit was too short, but we need to solve the problem is seen as the core of Co.opmart Quang Trung As we all know, customer satisfaction after the shopping experience at the supermarket is very important It not only generate revenues but also provide added value to the business image, typically Co.opmart Quang Trung So the research question "What Factors Influence to customer satisfaction at Quang Trung Co.opmart?" As we all know, customer satisfaction after the shopping experience at the supermarket is very important It not only generate revenues but also provide added value to the business image, typically Co.opmart Quang Trung So the research question "What Factors Influence to customer satisfaction at Co.opmart Quang Trung?" will help us to see the difference in behavior or attitude of the customers when shopping is very different depending on: Gender, occupation, age This thesis also helps management at Co.opmart Quang Trung see the positive factors and negative affects customer satisfaction index to find solutions to promote and improve in the near future - What factors influence to customer satisfaction at Co.opmart Quang Trung? 1.4 Context and Relevant This study not only help Co.opmart Quang Trung but also help Co.opmart area in Ho Chi Minh City are more concerned about the quality of service Because, it is vital your supermarket retail market is increasingly more active with the participation of domestic and foreign companies in this field Furthermore, personal income is increasing, customers expect products and services to achieve better and higher quality than before Therefore, to be successful and survive in the current market, supermarket managers to design strategies to enhance service quality to compete The majority of companies agree that the basic strategy in the retail market is to build a quality service at a high level, the new competitive advantage However, the marketing service noticed to build successful service quality as a competitive advantage, first they need to identify consumer perceptions of service quality include what elements? Due to different cultural environment, consumers differ in each country may have different perceptions about the quality of service in each different type of service (Malhotra & ctg, 2005) Furthermore, most of the research on the quality of services are performed in developing countries (Herbig & Genestre, 1996) Very little research on the quality of service being tested in the Asian market (Cui & Ctg, 2003) Therefore, the objective of the study was to explore the components supermarket service quality, build and test a model of the relationship between service quality and customer satisfaction at Co.opmart Quang Trung 1.5 Scope of Reseach Co.opmart Quang Trung offers many services to make the most satisfied customers of his The purpose of this study will focus on the factors that can bring added value to customer satisfaction include the following issues:  Identify the components of retail service quality supermarket affecting customer satisfaction at Co.opmart Quang Trung - What factors influence to customer satisfaction at Co.opmart Quang Trung?  Adjust the scale and quality inspection service customer satisfaction when using supermarket retailing services at Co.opmart Quang Trung  Some proposed solutions to improve service quality and customer satisfaction when using services at Co.opmart Quang Trung 1.6 The Structure This study is structured into different chapters to make the reader easily system under study, including:  Chapter 1: Brief introduction to research questions highlight the purpose and objectives of the research and its limits  Chapter 2: Explore and analyze the material available on the research question  Chapter 3: Describe the methodology used to collect data  Chapter 4: Presentation of primary data is collected and presented the most important findings  Chapter 5: Discuss the findings detailed in the study and highlight issues that may require further study  Chapter 6: Summary of research and give an overview of the answers to research questions 1.7 Conclusion This chapter introduces the research and make the content as well as relevant context Discuss the scope of research and create a research question can be examined The next chapter will present insights around the question "What factors Influence to customer satisfaction at Co.opmart Quang Trung?" - What factors influence to customer satisfaction at Co.opmart Quang Trung? Chapter - Literature Review 2.1 Introduction This chapter provides an overview of the study material and models related to the research problem is presented In this chapter, the concept of service quality, customer satisfaction will be introduced The purpose of this study is to generate hypotheses that will be tested in the services at the supermarket to answer the research question and research model validation 2.2 Customer Satisfaction 2.2.1 Conceptual Framework of Customer Satisfaction Nowadays, the markets in the world are changing and its going to be supermarkets or chain supermarkets Currently, people prefers to buy their goods from the supermarkets instead buying from a grocer on the street because of offers, the prices, food safety and the variety of goods in the supermarkets The part of the customer Satisfaction consists of explanation and perception that the clients ensure of their purchases, because they like to return their costs after buying Moreover, in each supermarket exist an important indicator as customer satisfaction that direct relationship with selling success, so retailers should improve part customer satisfaction in their super market (Jacka & Keller 2009) The market place that supermarkets trade in has competitive marketplace that competitors are increase day to day and the competitors are near each other and the people can go to other supermarkets by walking, the supermarkets know that the customer will go to other supermarkets if they don’t provide that thing the customers want because they find the supermarket that has the goods that they want easily (Codrington 2002) Despite the grater important efforts to effect strongly on the consumers through wary research of the product, price, place and promotion in marketing mix, the supermarkets are under a keen research in this decade The main point that has stress 10 - What factors influence to customer satisfaction at Co.opmart Quang Trung? · Second, the data are limited Therefore, this discovery not be generalized to all customers nationwide However, the availability of sampling is fairly common in customer satisfaction In addition, the current study is not a trial that is impossible to remove or retain the influence of unidentified and unwanted extraneous variables from the study Therefore, the researchers in the future might consider the proposed research to draw conclusions causes more confident and secure To overcome the limitations and shortcomings of this thesis, the author says The next time, the next study should be done in the following directions: · Increasing the sample size and the number of supermarket survey research while expanding Research the types of different retail services such as specialized supermarkets, shops general merchandise, convenience stores in order to increase the reliability and represent results · Research should be repeated for different areas and has comparisons results between areas, so each will have different local characteristics Naturally, consumer habits, different living standards affect the results research Thus, the large scale survey will reveal more about the influence of the components of retail service quality satisfaction, please customer loyalty · Regressions not determine the relationship between the independent variables, the results may not accurately reflect the relationship between the variables Should repeat this study with higher analytical tools will result in further Example: Factor analysis methods confirmed (CFA) and SEM model · Further research can be conducted to measure the quality of service according to different models may have comparable, accurate assessment and selection of the most appropriate model for the retail market in Vietnam · Further research should investigate and identify factors other than the retail service quality, affects satisfaction, customer loyalty; from which suggestions for managers of business strategies and management policy covers and more accurate 61 - What factors influence to customer satisfaction at Co.opmart Quang Trung? 6.4 Conclusion The study of satisfaction at Co.opmart Quang Trung bring practical significance for not only for Co.opmart Quang Trung but also provide an overview for Co.opmart chain Thereby, a strong impact on the investment the greater depth of services, sectors where retailers not pay attention On this basis, the research information also contributed split phase and to help administrators prioritize public view most things From the results of this study may expand research satisfaction Co.opmart chain across the country, not at the representative model as Co.opmart Quang Trung 62 - What factors influence to customer satisfaction at Co.opmart Quang Trung? References Slide Lecture Business Research Methods, Lecturer Dr Bui Phi Hung Malhotra, N.K., Ulgado, F.M., Agarwal, J., and Shainesh G., and Wu, L., Dimensions of service quality in developed and developed economies: multi-country cross-cultural comparisons, International Marketing Review, Vol 22 (3): 256-278., (2005) Herbig, P., Genestre, A, An examination of the cross-cultural differences in service quality: the example of Mexico and the USA, Journal of Consumer Marketing, Vol (1):15-22., (1996) Cui, C.C., B.R Lewis, & W.Park, Service quality Measurement in the banking sector in South Korea, International Journal of Bank Marketing, Vol.21 (4):191-201., (2003) Nunnally, J.C & Bernstein, I.H., (1994), Psychometric Theory, NJ: McGraw Hill Hair Jr., J.F., Black, W.C., Babib, B.J., Anderson, R.E and Tatham, R.L (2006), Multivariate Data Analysis, 6th.ed, Upper Saddle River, NJ: PearsonPrentice Hall Hair Jr., et al (1998), Multivariate Data Analysis, Prentice - Hall International, Inc Bitner, M.J & Hubert, A.R., Encounter satisfaction versus overall satisfaction versus quality: the customer’s voice, in Rust, R.T., Oliver, R.L (Eds), Service Quality: New Directions in Theory and Practice, Sage Publications, London: 72-94., (1994) Lehtinen, U & J R Lehtinen, Service Quality: A Study of Quality Dimensions, Working Paper, Service Management Institute, Helsinki, Finland., (1982) Takeuchi, H., and J Quelch, Quality Is More than Making a Good Product 63 - What factors influence to customer satisfaction at Co.opmart Quang Trung? Harvard Business Review 61, no 4, l39–l45 (1983) Parasuraman, A., L L Berry, & V A Zeithaml, Refinement and Reassessment of the SERVQUAL Scale, Journal of Retailing, 67 (4): 420450., (1991) Oliver, R.L and Satisfaction, A Behavioral Perspective on the Customer, Irwin McGraw Hill, (1997) Parasuraman, A., Berry, L L & Zeithaml, V.A., More on Improving Service Quality Measurement, Journal of Retailing, 69 (1): 140-47, (1993) Parasuraman, A., Zeithaml, V.A & Berry, L L., A Conceptual Model of Service Quality and Its Implications for Future Research, Journal of Maketing, 49 (fall): 41-50, (1985) Tse, D.K & Wilton, P.C., Model of Consumer Satisfaction Formation: An Extension, Journal of Marketing Research, 25: 204-212, (1988) Bitner, M.J, Evaluating service encounters: the effects of physical surroundings and employee responses, Journal of Marketing 54 (2): 69-81 ,(1990) Bitner, M.J & Hubert, A.R., Encounter satisfaction versus overall satisfaction versus quality: the customer’s voice, in Rust, R.T., Oliver, R.L (Eds),Service Quality: New Directions in Theory and Practice, Sage Publications, London: 72-94., (1994) Parasuraman, A., L L Berry, & V A Zeithaml, Refinement and Reassessment of the SERVQUAL Scale, Journal of Retailing, 67 (4): 420-450., (1991) Parasuraman, A., V A Zeithaml, & L L Berry, SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality, Journal of Retailing, 64 (1): 12-40.,(1988) Jones, M.A., Suh, J., Transaction-specific satisfaction and overall satisfaction: an empirical analysis, Journal of Services Marketing, Vol 14 (2): 147- 64 - What factors influence to customer satisfaction at Co.opmart Quang Trung? 159, (2000) Gronroos, C, A Service Quality Model and Its Marketing Implications, European Journal of Marketing, 18 (4): 36-44., (1984) 65 - What factors influence to customer satisfaction at Co.opmart Quang Trung? Appendices Appendix – Discussion Groups DISCUSSION GROUPS Dear lady and gentleman! My name is , your presence today is a great contribution for my research I am currently researching the factors affecting customer satisfaction at Co.opmart Quang Trung We wish you spent less time helping us answer some questions Please note that no opinion is right or wrong All the answers are valuable for this study PART I: EXPLORE THE FACTORS AFFECTING CUSTOMER SATISFACTION AT CO.OPMART QUANG TRUNG He / She said how often they shop at Co.opmart Quang Trung? ….………………………………………………………………………………… He / she a person purchasing decisions for their families? ….………………………………………………………………………………… Why He / She supermarket shopping at Quang Trung Co.opmart and not elsewhere? Why? Among them is an important factor? ………………………………………………………………………………… He / She, these factors make you satisfied when shopping at the Co.opmart Quang Trung? ………………………………………………………………………… What factors may affect satisfaction at Co.opmart Quang Trung need improvement? ….……………………………………………………………………………… 66 - What factors influence to customer satisfaction at Co.opmart Quang Trung? In addition to the factors that He / She mentioned above, these factors: Reliability, Responsiveness, Assurance, Empathy, Tangibility affecting the satisfaction of He/ She? ……………………………………………………………………………… PART II: REAFFIRMING THE FACTORS AFFECTING He / She kindly arranged in order of importance of the factors that affect customer satisfaction when shopping at Co.opmart Quang Trung? ….…………………………………………………………………………… Why have these factors in order of importance so? ……………………………………………………………………………… PART III: GENERAL INFORMATION He / She kindly recorded personal information as listed below: Name: ……………………………………………………………………… Phone’ number: ………………………………………… Your address: ……………………………………………………………… Thank for your participated in this discussion! Appendix – Evaluation form customer satisfaction at Co.opmart Quang Trung THE MANAGEMENT: Interviewer: Date of interview: Location: Answers counselors: 67 - What factors influence to customer satisfaction at Co.opmart Quang Trung? Age: Address: Phone: Gender: Occupation:  Male  Female THE SCREENING: He/ She said how often shop at Specify the number of times: … Co.opmart Quang Trung? Less than times / month (Stop) More than times / month He/ She has to decide who Yes shopping for their families? No (Stop) He/ She has participated in the Yes (Stop) survey interview within the last No months does not? THE CONTENT: He / she said that the level of satisfaction when shopping experience at Co.opmart Quang Trung under the following scale: Very bad Bad Normal Code Reliability Good Very good Point Brand Co.opmart Quality goods 68 - What factors influence to customer satisfaction at Co.opmart Quang Trung? Utility services (gift package, free shipping…) There are many attractive promotions Responsiveness Resolve complaints quickly Timely customer assistance Consulting hearted Assurance Always greet and thank customers Courteous staff attitude, courtesy 10 Ensuring customer benefits Empathy 11 Interested in customer demand 12 Put the customer benefits as criteria serve 13 Fast charging in cash Tangibility 14 Shopping environment clean 15 Convenient parking 16 Toilets clean, odorless 17 Dining area, recreation attraction 18 Spacious, airy 69 - What factors influence to customer satisfaction at Co.opmart Quang Trung? ASSESSING THE SATISFACTION: Completely dissatisfied Unsatisfied Normal Satisfied Very pleased Code Level of satisfaction 19 Point He/she is satisfaction with the service quality at 5 Co.opmart Quang Trung? 20 He/she is satisfaction about the attitude staffs at Co.opmart Quang Trung? Never sure Cod Uncertain Unknown Certain Behavior change Absolutely Point e 21 He/she can continue shopping at Co.opmart 5 Quang Trung? 22 He/she can refer others people shopping at Co.opmart Quang Trung? Appendix - Findings Correlationsc SAT REL TAN RES ASS EMP Pearson Correlation 350** 455** 564** 282** 429** Sig (2-tailed) 000 000 000 000 000 Pearson Correlation 350** 085 188** -.011 140* 200 004 865 035 093 469** SAT REL Sig (2-tailed) 000 TAN Pearson Correlation 455 ** 085 70 246 ** - What factors influence to customer satisfaction at Co.opmart Quang Trung? Sig (2-tailed) RES ASS 000 200 Pearson Correlation 564** 188** 246** Sig (2-tailed) 004 000 Pearson Correlation 282** -.011 093 Sig (2-tailed) 865 160 000 000 Pearson Correlation 429 ** 140 * 469 000 160 000 070 206** 295 002 143* 070 295 ** 206 031 ** 143 * EMP Sig (2-tailed) 000 035 000 002 031 ** Correlation is significant at the 0.01 level (2-tailed) * Correlation is significant at the 0.05 level (2-tailed) c Listwise N=228 Coefficientsa Model Unstandardized Coefficients Standardize t d Coefficient s B Std Error Beta (Constant) 420 257 REL 173 034 TAN 171 RES Sig Collinearity Statistics Tolerance VIF 1.632 104 230 5.006 000 952 1.050 038 234 4.535 000 757 1.322 257 029 413 8.754 000 903 1.108 ASS 197 043 209 4.602 000 976 1.025 EMP 144 043 172 3.334 001 755 1.325 a Dependent Variable: SAT Correlationsc ABSRES1 REL TAN RES ASS EMP 1.000 117 -.072 -.003 -.050 -.079 Sig (2-tailed) 077 276 969 451 235 Correlation Coefficient 117 1.000 165* 176** 044 179** Sig (2-tailed) 077 013 008 505 007 Correlation Coefficient -.072 165* 1.000 388** 178** 392** Correlation ABSRES1 Coefficient Spearman's rho REL TAN 71 - What factors influence to customer satisfaction at Co.opmart Quang Trung? RES ASS EMP Sig (2-tailed) 276 013 000 007 000 Correlation Coefficient -.003 176** 388** 1.000 111 230** Sig (2-tailed) 969 008 000 095 000 Correlation Coefficient -.050 044 178** 111 1.000 172** Sig (2-tailed) 451 505 007 095 009 Correlation Coefficient -.079 179** 392** 230** 172** 1.000 Sig (2-tailed) 235 007 000 000 009 * Correlation is significant at the 0.05 level (2-tailed) ** Correlation is significant at the 0.01 level (2-tailed) c Listwise N = 228 Test of Homogeneity of Variances SAT Levene Statistic df1 df2 Sig 1.824 223 125 Report SAT Age Mean N Std Deviation 21 - 30 4.2687 67 49297 31 - 40 4.2846 65 48387 41 - 50 4.3162 34 51238 51 - 60 4.0565 31 45966 61 - 70 3.9274 31 34877 Total 4.2050 228 48706 Descriptive Statistics N Minimum Maximum Mean Std Deviation REL1 228 4.09 763 REL2 228 3.93 857 REL3 228 4.11 734 REL4 228 3.82 924 RES1 228 3.93 943 RES2 228 3.97 961 RES3 228 3.96 852 72 - What factors influence to customer satisfaction at Co.opmart Quang Trung? ASS1 228 3.98 615 ASS2 228 4.11 671 ASS3 228 3.96 666 EMP1 228 3.89 806 EMP2 228 3.97 708 EMP3 228 3.96 656 TAN1 228 4.20 872 TAN2 228 4.29 842 TAN3 228 4.25 877 TAN4 228 4.19 922 TAN5 228 4.24 585 SAT1 228 4.15 649 SAT2 228 4.22 654 SAT3 228 4.20 644 SAT4 228 4.25 660 REL 228 2.50 5.00 3.9868 64976 TAN 228 1.00 5.00 4.2325 66804 RES 228 2.00 5.00 3.9532 78455 ASS 228 1.00 5.00 4.0175 51667 EMP 228 2.00 5.00 3.9444 58185 SAT 228 3.00 5.00 4.2050 48706 Valid N (listwise) 228 73 - What factors influence to customer satisfaction at Co.opmart Quang Trung? 74 - What factors influence to customer satisfaction at Co.opmart Quang Trung? 75