(Luận văn) the influence of employee service on positive word of mouth and repurchase intention in vietnam supermarket sector

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business t to - ng hi ep w Nguyen Duy Tan n ad lo yi u yj th pl The influence of Employee Service n ua al n va on Positive Word of Mouth fu m ll and Repurchase Intention n oi t in Vietnamese supermarket sector z z j ht vb k m gm MASTER OF BUSINESS (Honours) om l.c an Lu n va y te re Ho Chi Minh City – 2014 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business t to ng hi ep w Nguyen Duy Tan n ad lo yi u yj th pl The influence of Employee Service n ua al n va on Positive Word of Mouth fu m ll and Repurchase Intention n oi t in Vietnamese supermarket sector z z j ht vb ID: 20110053 k m gm SUPERVISOR: NGUYEN HUU LAM om l.c MASTER OF BUSINESS (Honours) an Lu n va y te re Ho Chi Minh City - 2014 ACKNOWLEDGEMENT At the first time of writing an academic paper, my thesis could not be finished without t to ng guides and helps From the bottom of my heart, I really want to write my sincere words hi ep as follows w n Firstly, I would like to thank Dr Nguyen Dinh Tho and Dr Nguyen Huu Lam I lo ad wouldn’t know how to start, how to conduct and how to write my thesis without u yj th guiding of them Dr Tho showed me the way and Dr Lam helped me to walk on that yi pl way I would also thank Dr Nguyen Thi Mai Trang, who always answered my emails, n ua al explained all of my confusions va n I would like to express my deep gratitude to Mr Douglas Foster for supporting online m ll fu journal articles I wouldn’t have enough academic materials to write chapter two n oi t without his help He was not only a great teacher but also a good friend to me I am z truly grateful to him for being my lecturer z j ht vb Also, I want to express my thanks to my classmates, Nguyen Thi Tuyet Oanh and Thai k m om l.c hadn’t been my friends, I couldn’t have finished my thesis in this year gm Van Trung Hieu They did supported me whenever I needed them Honestly, if they an Lu Finally, I would like to thank all of participants in this research, especially in-service n va training students of ISB Thanks a lot for their precious time to join the surveys of this y te re research i ABSTRACT Supermarket sector have been one of the most attractive field of Vietnamese economy t to ng in the last ten years The success of a supermarket mainly depends on customer hi ep repurchase intention and positive word of mouth that the supermarket gains from current customers Employee service and customer satisfaction are critical factors w n Nevertheless, little ad lo which impact on repurchase intention and word of mouth u yj th research has investigated the relationship of those concepts This research examines those relationships Using a data set from a sample of 175 consumers, we found that yi pl n ua al employee service influences on customer satisfaction and customer satisfaction impacts on both repurchase intention and positive word of mouth These findings va n suggest that in order to accomplish the success of a supermarket, we must improve m ll fu employee service Once we increase employee service, customer satisfaction is n oi increased It influences repurchase intention and positive word of mouth In short, t z employee service is a very important factor that supermarket managers need to z vb improve j ht k m gm om l.c Keywords: Customer repurchase intention, positive word of mouth, employee service and customer satisfaction, supermarket an Lu n va y te re ii TABLE OF CONTENTS CHAPTER 1: INTRODUCTION 1.2 Research problem 1.3 Research questions Research scope ng Research background t to 1.1 hi ep w 1.4 n Research methodology ad lo 1.5 Research contribution 1.7 Thesis structure yi u yj th 1.6 CHAPTER 2: LITERATURE REVIEW AND HYPOTHESES pl n ua al 2.1 Introduction 2.2 Employee Service va n 2.3 Positive Word of Mouth 10 fu m ll 2.4 Repurchase intention 11 t n oi 2.5 Customer satisfaction 12 2.6 Hypotheses 13 z z 2.7 Summary 16 vb j ht CHAPTER 3: METHODOLOGY 17 k m 3.1 Introduction 17 gm 3.2 Research process of this study 17 om l.c 3.3 Measurement scales 20 3.4 Qualitative Research 21 Lu 3.4.1 The purpose of this qualitative research 21 an 3.5.1 Sample 24 iii y te 3.5 Sample and data collection of pilot survey and main survey 24 re 3.4.4 The outcome of this qualitative research 23 n 3.4.3 The conduct of this qualitative research 22 va 3.4.2 Sample of this qualitative research 22 (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector 3.5.2 Data collection 25 3.6 The results of Pilot Survey 25 t to 3.6.1 Reliabilty Analysis - Cronbach’s alpha Testing 25 ng 3.6.1.a Employee Service testing 27 hi ep 3.6.1.b Customer Satisfaction testing 28 3.6.1.c Positive Word of Mouth testing 28 w n 3.6.1.d Repurchase Intention testing 28 ad lo 3.6.2 Exploratory Factor Analysis (EFA) 29 u yj th 3.7 Summary 31 yi CHAPTER 4: DATA ANALYSIS AND RESULTS 33 pl n ua al 4.1 Introduction 33 4.2 Sample Characteristics 33 va n 4.3 Confirmatory factor analysis (CFA) 36 fu m ll 4.3.1 CFA of Employee Service (items: es1, es2, es3, es4, es5, es6) 36 n oi 4.3.2 CFA of Customer Satisfaction (items: cs2, cs3, cs4, cs5) 37 t 4.3.3 CFA of Positive Word of Mouth (items: wm2, wm3, wm4, wm5, wm6) 38 z 4.3.4 CFA of Repurchase Intention (items: ri1, ri2, ri3, ri4, ri5) 39 z j ht vb 4.4 Saturated Model 40 k m CHAPTER 5: CONCLUSION, IMPLICATION AND LIMITATION 46 gm 5.1 Conclusion 46 5.2 Implication 48 om l.c 5.3 Limitation and future research 49 Lu REFERENCES 51 an Appendix 5a: Questionnaire in Vietnamese 61 iv (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector y te Appendix 4: The results of covariance and correlation 60 re Appendix 3: Pilot survey results – EFA fifth time running (last time) 59 n Appendix 2: Pilot survey results – EFA first time running 57 va Appendix 1: Qualitative result – Table 3.1 55 (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector Appendix 5b: Questionnaire in English 65 t to ng hi ep LIST OF TABLES Table 3-2: Reliability result of pilot survey 26 w n Table 3-4 Pattern Matrixa 30 ad lo Table 4-1: Descriptive Statistics 33 u yj th Table 4-4: Regression Weights: (Group number - Default model) 42 yi pl Table 4-5: Standardized Regression Weights: (Group number - Default model) 43 n ua al n va m ll fu LIST OF FIGURES n oi Figure 1: Conceptual Model 15 t Figure 2: Research Process 19 z z j ht vb Figure 3: Result of Employee Service CFA 37 Figure 4: Result of Customer Satisfaction CFA 38 k m gm Figure 5: Result of Positive Word of Mouth CFA 38 Figure 6: Result of Repurchase Intention CFA 39 om l.c Figure 7: Result of Saturated Model 41 Lu Figure 8: Structural Results (Standardized estimates) 44 an n va y te re v (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector CHAPTER 1: INTRODUCTION 1.1 Research background t to ng In recent years, the Vietnamese retail market has developed significantly in hi ep comparison with previous decades According to IIB’s analysis on November 2012, sales in the retail industry had been increasing on an average of 27% per year from w n ad lo 2005 to 2011 International retailers, such as Big C, Metro, Lotte Mart, have come to u yj th Vietnam Coop Mart, a domestic retailer, has also expanded very quickly Also, retailing continues to transform Vietnamese economics with domestic consumption as yi pl n ua al a primary focus Additionally, retailing has enabled the opening of doors to international investors because of the young population and the continuously va n urbanizing process This trend should favour continued growth in retailing over the m ll fu long term (A.T Kearney, cited by Nguyen, 2010) n oi Despite the fact that Vietnam has fallen from first place in 2008 to 6th place in 2009, t z 14th in 2010, 23rd in 2011, and 32nd in 2012 according to the annual reports of z vb Global Retail Development Index, with improved growth forecasts in both GDP and j ht k m disposable income, Vietnam still remains an attractive market for global retailers gm Furthermore, according to Vietnam’s WTO commitments, effective January 11, 2015, om l.c Vietnam has to allow the establishment of 100% foreign-invested retail organizations an Lu Casino, owner of the Big C supermarket chain, has developed its number of (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector y te over the next three to five years In short, the Ministry of Industry and Trade estimates re Carry Vietnam now operates 19 stores nationwide, a number expected to rise to 30-35 n centres annually over the next three years Meanwhile, Germany’s Metro Cash & va supermarkets in Vietnam to 24 Casino plans to open five supermarkets and shopping (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector that by 2020, Vietnam would host some 1,200 to 1,300 supermarkets, and more than 300 shopping centres (Nguyen, 2013) t to ng Apparently, the Vietnamese retail market is very competitive and is set to explode to hi ep develop in the next years 1.2 Research problem w n ad lo Theoretically, retailers have many choices to implement strategies attracting u yj th consumers to come to their supermarkets and spend their money on their goods and services; for instance, they are strategies of promotion, service and price However, yi pl the answer for efficiency of those strategies is not really clear in Vietnamese context n ua al The truth is not everyone spends money when they come to these shopping places va n Consumers who buy at a store one time doesn’t mean that they will surely buy fu m ll something in the future Some of them will buy, some will just look at products and n oi not buy, some will never come back, etc Some will talk to others about the t z supermarket in a favourable way while others will talk negatively about their shopping z j ht vb experience There are plenty of things that could affect the success of a supermarket k m Retailers need to understand their customer attitudes and behaviours in order to come gm up with appropriate strategies In the international academic arena, there are many om l.c research projects related to these issues It is about four concepts: repurchase an Lu intention, word of mouth, employee service and customer satisfaction Recently, in the past four years, there were a lot of complaints from consumers to (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector y te would be punished However, these incidents have influenced future customer re newspaper Supermarket managers had to admit that their employees were wrong and n va employee of supermarkets in Vietnam These complaints have been printed in the (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector behaviour This influence needs more research in order to show its importance to those managers who are in charge of planning strategies for supermarkets This study t to ng focuses on observing the important role of employee service on related concepts hi ep mentioned above Customer repurchase intention is critical to a store’s profitability (Jones and Sasser, w n ad lo cited in Kuo, Hu & Yang, 2013, p.170) Therefore, the retailer can earn repurchase u yj th intention of its customers by providing the customer what they want in terms of products and services yi pl Katz and Lazarsfeld (1955) believed that word of mouth (WOM) was seven times n ua al more effective than newspaper ads while Day (1971) estimated that WOM was nine va n times more effective than advertising in changing consumer attitudes, and Morin fu m ll (1983) showed that “other people’s recommendations” were three times more n oi effective in terms of stimulating purchases of over 60 different products than was t z advertising (cited by Goyette et al., 2010) z j ht vb Yoo et al (as cited in Nguyen, 2011) found that personal service has a direct effect on k m consumer in-store emotion and indirectly creates consumer store attitude Retailers gm easily lose customers to their competitor because of doing poorly in this area of om l.c providing service and retail management (cited in Theodoridis and Chatzipanagiotou, 2008) an Lu Anselmsson (2006) supplemented that satisfaction is a crucial issue for both customer (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector y te industry re these four concepts that contribute to the overall study in the Vietnamese retail n va Due to these important roles mentioned above, it is now necessary to research on (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector Pollack, B.L (2009) Linking the hierarchical service quality model to customer satisfaction and loyalty Journal of Service Marketing, 23(1), 42-50 t to ng doi:10.1108/08876040910933084 hi ep Prokopis K Theodoridis, Kalliopi C Chatzipanagiotou (2008) Store image attributes and customer satisfaction across different customer profiles within the w n ad lo supermarket sector in Greece European Journal of Marketing, Vol 43 No 5/6, u yj th pp 708-734 Shahrokh, Z D., Oveisi, N., Timasi, S M (2013) The Effects of Customer Loyalty yi pl on Repurchase Intention in B2C Journal of Basic and Applied Scientific n ua al Research, ISSN 2090-4304, pp 636-644 va n Siu, Y.M.N and Cheung, J.T.H (2001) A measure of retail service quality fu m ll Marketing Intelligence & Planning, 19/2 pp 88-92 MCB University Press t n oi ISSN 0263-4503 z Wang, Xuehua (2011) The effect of inconsistent word-of-mouth during the service z j ht vb encounter Journal of Services Marketing, Vol 25, No 4, 2011, 252-259 k m Yoo, D.K and Park, J.A (2007) Perceived service quality – analyzing relationships gm among employees, customers, and financial performance International Journal om l.c of Quality & Reliability Management, Vol 24 No 9, pp 908-26 an Lu n va y te re (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector 54 (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector Appendix 1: Qualitative result – Table 3.1 t to ng Variables/Items Source hi Factor ep Employee Service (SCE) w n Supermarket X’s employees are willing to serve me Adapted Supermarket X’s employees are available when I need them from Supermarket X’s employees enthusiastically answer my questions Nguyen and ES1 ES2 ES3 ES4 Supermarket X’s employees are very polite ES5 Supermarket X’s employees are very friendly ES6 Supermarket X’s employees serve quickly ad lo yi u yj th pl Nguyen n ua al (2003) n va m ll fu Customer Satisfaction (SC) n oi CS1 I like to purchase goods from Supermarket X Adapted CS2 I think that purchasing from Supermarket X is a good idea CS3 I feel satisfied with Supermarket X 10 CS4 I would be happy shopping at Supermarket X in the future 11 CS5 Supermarket X is meeting my expectation 12 CS6 Supermarket X is better than other supermarket 13 CS7 Overall, I am satisfied with the experience of purchasing at t z from Fang, z j ht vb Chiu, and k m Wang gm (2011) and om l.c (2011) an Lu Supermarket X Pham & Le va n Positive Word of Mouth (PWOM) WM1 I am proud to say to others that I am Supermarket X’s customer (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector Adapted 55 y te re 14 (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector Variables/Items Source Factor t to ng hi 15 I recommend Supermarket X WM3 I speak of Supermarket X’s good points ep WM2 16 from Goyette et w al (2010) n WM4 18 WM5 19 WM6 I mostly say positive things about Supermarket X to others ad lo 17 u yj th I have spoken favorably of Supermarket X to others yi pl I strongly recommend people to buy goods from Supermarket X n ua al Repurchase Intention (RI) If I could, I would like to continue purchasing goods from Adapted n RI1 va 20 RI2 t Wang z z (2011) and It is likely that I will continue purchasing goods from Supermarket X Kuo, Hu & k m in the future j ht vb RI3 Chiu & I intend to continue purchasing goods from Supermarket X in the future 22 from Fang, n oi 21 m ll fu Supermarket X RI4 I anticipate repeat purchasing from Supermarket X in the near future 24 RI5 I expect to repeat purchase from Supermarket X in the near future Yang gm 23 om l.c (2013) an Lu n va y te re (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector 56 (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector Appendix 2: Pilot survey results – EFA first time running t to Table 3-3 ng Pattern Matrixa hi ep Factor w n lo 956 ad Repurchase Intention u yj th Repurchase Intention 879 yi 678 pl Repurchase Intention n ua al 675 Repurchase Intention 612 326 n va Repurchase Intention 859 m ll 770 Employee Service t n oi Employee Service fu Employee Service Employee Service 707 Employee Service 653 Employee Service 564 721 z z j ht vb k m 697 Customer Satisfaction 670 Customer Satisfaction 484 Customer Satisfaction 408 n va Customer Satisfaction an 734 Lu Customer Satisfaction om l.c 833 gm Customer Satisfaction y te re (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector 57 (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector Customer Satisfaction 403 t to ng hi ep Positive Word of Mouth 811 Positive Word of Mouth 728 Positive Word of Mouth 717 Positive Word of Mouth 706 w n 621 ad lo Positive Word of Mouth 332 u yj th Positive Word of Mouth 361 yi Extraction Method: Principal Axis Factoring pl n ua al Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations n va m ll fu t n oi z z j ht vb k m gm om l.c an Lu n va y te re (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector 58 (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector Appendix 3: Pilot survey results – EFA fifth time running (last time) t to Table 3-5: KMO and Bartlett's Test ng Kaiser-Meyer-Olkin Measure of Sampling hi ep 871 Adequacy Approx Chi-Square w Bartlett's Test of 1.447E3 n lo df ad Sphericity 190 000 yi u yj th Sig pl n ua al Table 3-6: Total Variance Explained n va Rotation Sums of m ll fu Variance % % of Total Cumulative Variance % z Cumulative Loadingsa z % of Squared Loadings t Total n oi Initial Eigenvalues Factor Extraction Sums of Squared Total 40.012 40.012 7.615 38.076 38.076 2.904 14.522 54.534 2.511 12.555 1.455 7.275 61.809 1.056 5.281 1.157 5.787 67.596 785 3.923 5.833 … 20 131 654 100.000 (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector y te … 5.569 re … 59.836 n … 5.675 va 72.013 55.912 an 4.417 4.381 Lu 883 50.631 om l.c k m 8.002 gm j ht vb 59 (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector Appendix 4: The results of covariance and correlation Table 4-2 Covariances: (Group number - Default model) t to Estimate S.E C.R P Label ng hi ES < > WM ep ES < > RI 100 3.603 *** 346 076 4.582 *** 579 112 5.161 *** w 362 n lo < > WM CS < > RI ES < > CS 465 090 5.159 *** WM < > RI 417 096 4.339 *** ad CS u yj th 588 090 6.544 *** yi pl n ua al n va m ll fu Table 4-3 Correlations: (Group number - Default model) ES < > RI 517 CS < > WM 499 CS < > RI 794 ES < > CS 595 WM < > RI 418 z 345 z < > WM t ES n oi Estimate j ht vb k m gm om l.c an Lu n va y te re (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector 60 (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector Appendix 5a: Questionnaire in Vietnamese t to Xin chào bạn Mình Nguyễn Duy Tân, học viên MBus - ĐH Kinh Tế Mình ng làm luận văn, mong người dành 10 phút để làm giúp khảo sát hi ep  Siêu thị mà bạn thường mua hàng thuộc hệ thống siêu thi nào? (chỉ chọn 1) w n ad lo Coop Mart yi Lotte u yj th Big C pl Metro n ua al Maximark va n Citimart fu m ll Vinatex mart t n oi  Trung bình, tháng, số lần bạn đến mua hàng siêu thị là: z z a.Dưới lần/ tháng k m c.Hai lần / tháng j ht vb b.Một lần / tháng om l.c e.Từ bốn lần / tháng trở lên gm d.Ba lần / tháng Lu an Từ “siêu thị X” bảng câu hỏi bên ám siêu thị mà bạn trả lời Mời n va bạn trả lời cách khoanh trịn vào trả lời Chỉ chọn mức độ ý kiến re (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector y te với quan điểm bạn nhất: 61 (Lº­n.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Lº­n.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Lº­n.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Lº­n.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector Hồn tồn khơng đồng ý Khơng đồng ý Hơi không đồng ý Không ý kiến Hơi đồng ý Đồng ý Hoàn toàn đồng ý BẢNG CÂU HỎI 2.Nhân viên siêu thị X ln có mặt kịp thời tơi cần phục vụ 3.Nhân viên siêu thị X giải đáp tận tình thắc mắc của nhân viên 4.Nhân viên siêu thị X lịch 7 7 7 Ô trả lời nằm bên phải, có mức độ ý kiến: t to ng Số lớn nghĩa bạn đồng ý, Vd: Hoàn toàn hi KHÁI ep NIỆM đồng ý - w Số nhỏ bạn khơng đồng ý, Vd: Hồn tồn n lo ad không đồng ý - u yj th 1.Nhân viên siêu thị X ln sẵn lịng phục vụ yi Về khả pl n ua al n va m ll fu t n oi 5.Nhân viên siêu thị X thân thiện z 6.Nhân viên siêu thị X phục vụ nhanh nhẹn z 2.Tôi nghĩ mua hàng siêu thị X ý kiến tốt k m hài lịng j ht 1.Tơi thích mua hàng siêu thị X vb Sự gm 4.Tôi vui vẻ mua hàng siêu thị X tương lai 5.Siêu thị X đáp ứng đủ mong đợi tơi 6.Siêu thị X tốt siêu thị khác 7.Về tổng quát, thỏa mãn với trải nghiệm mua hàng siêu 7 4 6 an n Lu va y te thị X Ý định re om l.c 3.Tôi cảm thấy thỏa mãn với siêu thị X 1.Nếu có thể, tơi muốn tiếp tục mua hàng siêu thị X (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector 62 (Lº­n.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Lº­n.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Lº­n.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Lº­n.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector 2.Tơi có ý định tiếp tục mua hàng siêu thị X tương lai sắm 3.Tôi chắn tiếp tục mua hàng siêu thị X tương 7 7 2.Tôi giới thiệu siêu thị X với người khác 3.Tơi nói mặt tốt siêu thị X với người khác va 4.Tơi thường nói điều tích cực siêu thị X với người 7 t to tái mua lai ng hi 4.Tôi biết trước lặp lại việc mua hàng siêu thị X ep tương lai gần w n 5.Tôi mong đợi lặp lại việc mua hàng siêu thị X lo ad tương lai gần u yj th 1.Tôi tự hào nói với người khác tơi khách quen tích cực siêu thị X yi Tin đồn pl n ua al n m ll fu n oi khác t 5.Tơi nói cách thích thú siêu thị X với người khác z j ht vb Thông tin người trả lời khảo sát: z 6.Tôi khuyên người khác mua hàng siêu thị X k m gm a Giới tính: om l.c Nam Nữ an Lu b Tuổi tác: n va y te re Từ 18 đến 22 Từ 23 đến 28 Từ 29 đến 35 Trên 35 (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector 63 (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector c Thu nhập hàng tháng (VNĐ): Từ - triệu t to ng Từ triệu đến triệu hi Từ triệu đến 10 triệu ep Từ 10 triệu đến 20 triệu w n Trên 20 triệu lo ad Khảo sát đến hết Xin chân thành cảm ơn bạn dành thời gian yi u yj th pl n ua al n va m ll fu t n oi z z j ht vb k m gm om l.c an Lu n va y te re (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector 64 (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector Appendix 5b: Questionnaire in English t to Dear Sir or Madam I am Nguyen Duy Tan, a MBus student of UEH I am doing my ng thesis Hopefully you spend 10 minutes to finish this survey for me hi ep Supermarket that you most-often purchase is: (please choose one option) w n  lo ad Coop Mart yi Lotte u yj th Big C pl n ua al Metro Maximark va n Citimart m ll fu Vinatex mart t n oi  Averagely, in a month, how often you purchase in this supermarket? z j ht vb b Once a month z a Less than once a month k m e Four times a month or more om l.c d Three times a month gm c Twice a month Lu an The word “Supermarket X” in the following questionnaire implies to the supermarket you n va have chosen above Please answer by circling one of seven numbers Choose the one that re y te matches your opinion: (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector 65 (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector Totally disagree Disagree Slightly disagree Neutral Slightly agree Agree Totally agree Supermarket X’s employees are available when I need them Supermarket X’s employees enthusiastically answer my 7 7 7 gm om l.c QUESTIONNAIRE There are seven levels: t to ng CONCE hi The greater the number is, the higher your agreement is ep PT Ex: Totally agree - w n The smaller the number is, the higher your disagreement is lo ad Ex: Totally disagree - u yj th Supermarket X’s employees are willing to serve me e Service yi Employe pl n ua al n va m ll fu questions Supermarket X’s employees are very polite z Supermarket X’s employees serve quickly t n oi Supermarket X’s employees are very friendly z j ht vb Customer I like to purchase goods from Supermarket X I think that purchasing from Supermarket X is a good idea -on I feel satisfied with Supermarket X I would be happy shopping at Supermarket X in the future Supermarket X is meeting my expectation Supermarket X is better than other supermarket Overall, I am satisfied with the experience of purchasing at k m Satisfacti 7 an n va Lu y te re Supermarket X Repurcha If I could, I would like to continue purchasing goods from (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector 66 (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector -se Supermarket X Intention I intend to continue purchasing goods from Supermarket X in t to 7 7 7 7 7 the future ng hi It is likely that I will continue purchasing goods from ep Supermarket X in the future w n I anticipate repeat purchasing from Supermarket X in the near ad lo future u yj th I expect to repeat purchase from Supermarket X in the near yi pl future n ua al I am proud to say to others that I am a Supermarket X’s Word of customer Mouth I recommend Supermarket X n va Positive m ll fu n oi I speak of Supermarket X’s good points t I mostly say positive things about Supermarket X to others z z I have spoken favorably of Supermarket X to others vb j ht I strongly recommend people buy goods from Supermarket X k m Respondents’ information: gm om l.c a Sex: Male Lu an Female va n b Age: y te re From 18 to 22 From 23 to 28 From 29 to 35 (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector 67 (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector (Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector(Luận.văn).the.influence.of.employee.service.on.positive.word.of.mouth.and.repurchase.intention.in.vietnam.supermarket.sector