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VIETNAM ACADEMY OF SOCIAL SCIENCES GRADUATE ACADEMY OF SOCIAL SCIENCES LE HUYEN TRANG RETAIL SERVICE QUALITY OF SOME SUPERMARKETS IN HANOI Major: Business Administration Major code: 34 01 01 SUMMARY OF DOCTORIAL THESIS IN BUSINESS ADMINISTRATION HA NOI - 2019 The thesis was completes at Graduate Academy of Social Sciences Academic Supervisor: Assoc.Prof Dr Nguyen Khanh Doanh Dr Nguyen Thi Ngoc Reviewer 1: Assoc.Prof Dr Le Thi Thu Thuy Reviewer 2: Assoc.Prof Dr Tran Thi Minh Chau Reviewer 3: Dr Duong Ngoc Thanh The thesis is defended against Academy-level Examination Board at Graduate Academy of Social Sciences Time: ………… date………month……….year 2019 The thesis can be found at: National Library of Vietnam and Library of Graduate Academy of Social Sciences PREAMBLE The urgency of the topic Over the years, Vietnam is one of the most attractive retail markets in the world In particular, Hanoi is one of the major retail development centers In particular, modern retail forms such as general supermarkets and specialized supermarkets are increasing in number This leads to fierce competition between domestic supermarkets and foreign supermarkets Therefore, in addition to improving the quality of products and goods, supermarkets need to pay attention to their service provision activities However, to improve service delivery, Vietnamese supermarkets face difficulties in capital issues and management methods Therefore, the topic "Quality of retail services of some general business supermarkets in Hanoi" is selected by the author to assess the status of service quality both from managers and customers , assess the strengths and limitations of the problem, thereby suggesting some solutions to improve and improve research issues Aims and tasks of the study 2.1 The aims of the study Clarifying the current activities of retail service quality of supermarkets in Hanoi; Since then, propose solutions and recommendations for Hanoi s upermarkets to improve the retail service quality to meet the demand of customers in the current period 2.2 The tasks of the study First, overview of research materials related to retail service quality, customer satisfaction and loyalty Secondly, synthesize theory and explanation of the theoretical basis of retail service quality, customer satisfaction and loyalty Third, building and testing theoretical and hypothetical models to assess the status of retail service quality in general business supermarkets in Hanoi Fourth, based on the research results, propose a number of solutions to improve the quality of retail services, improve customer satisfaction and loyalty in general business supermarkets in Hanoi Subjects and scope of the study 3.1 Subjects of the study The research subject of the thesis are defined the retail services quality of a number of general business supermarkets in Hanoi and the relationship between quality of retail services with customer satisfaction, customer loyalty 3.2 Scope of the study + Scope of content: The thesis focuses on researching the quality of retail services with the satisfaction and loyalty of customers at a number of general business supermarkets in Hanoi + Scope of time: For primary data: the author collects data in the period mainly from 2010-2016 For secondary data: the author collects data through a customer interview during the period from September 2016 to September 2017 + Scope of space: According to the internal approach (from the supermarket): Because many supermarkets are not interested in improving service quality, Big C is the exception (due to the legal room) present social responsibility and improve service quality) Other supermarkets hardly have this activity Besides, the assessment process of QoS of QoS is only administrative, may not be compatible between the process and the law Therefore, the results of in-depth interviews with some supermarket managers show that this approach is not feasible and does not achieve much results According to an external approach (From customers): Surveying 500 customers in some general business supermarkets in some urban districts of Hanoi such as VinMart Trung Hoa, CoopMart Saigon, FiviMart Dai La, Intimex Giang Vo, BigC Thang Long, Lotte Mart Ba Dinh, Aeon Citi Mart Golden Palace, Muong Thanh HH2 Linh Dam This is an appropriate approach, assessing the quality of CLD because customer assessment is most objective and appropriate Methodology and research methods of the thesis - Methods of collecting and systematizing documents.- Methods of analysis and synthesis -Comparative method -Professional solution - Intensive interview method - Typical case study method - Method of investigation by questionnaire - Methods of data processing: Verification of Cronbach’Alpha reliability coefficient, Exploratory factor analysis (EFA), Confirmatory Factor Analysis (CFA), tructural Equation Analysis (SEM) New scientific contributions of the thesis The thesis is a comprehensive and systematic research on retail service quality in some supermarkets in Hanoi The research results of the thesis have some new contributions: The thesis has built a research model to evaluate the retail services quality reserved for general business supermarkets in Hanoi Based on the research point of retail service quality of Dabholkar and Mehta, the thesis has been revised and supplemented to suit the context of retail service business in Vietnam The dissertation developed a scale of retail service quality based on a number of studies in the world, but the author has some necessary adjustments The author uses the method of linear structure analysis (SEM) to simultaneously test the relationship of retail service quality to customer satisfaction and loyalty The study was based on 4M & 1E models to analyze theoretically some groups of factors affecting the quality of retail services Adding a perspective on assessing the quality of retail services, it is to improve the quality of retail services not only accessible from the outside - customer perception, but also approach from the internal side - supermarkets In addition to assessing service quality based on customer perception, the thesis also analyzes the status of retail service quality based on assessments of supermarket managers As a result, the assessment of the quality of retail services at supermarkets will be more complete, the proposed solutions will be seen more comprehensively from both the supermarket and customers Besides, the dissertation also analyzes and points out the experience of improving the retail services quality of some major supermarkets in the world and Vietnam From there, give lessons learned about research issues The theoretical and practical meaning of the thesis 6.1 Theoretical meaning Research results of the dissertation serve as a theoretical basis in studying the situation and proposing solutions to improve the quality of retail services in some supermarkets in Hanoi 6.2 Practical meaning In practical terms, the research results of the thesis can be used as a guiding document in practical activities as well as teaching research on retail service quality Structure of the thesis Apart from the introduction, conclusions, references and appendices, the main content of the thesis consists of chapters as follows: Chapter 1: Literature review Chapter 2: Theoretical issues about quality of retail services, general business supermarkets Chapter 3: Research design Chapter 4: Current situation of retail service quality of some general business supermarkets in Hanoi Chapter 5: Some solutions to improve the quality of retail services at general business supermarkets in Hanoi city Chapter LITERATURE REVIEW 1.1 Overview of research projects Research works on retail service quality in the world and in Vietnam, the author learns and classifies into three main groups: - The research team studied the components that constitute the retail service qualiy at businesses and supermarkets In this group, the author divided into main issues: + Group of studies proposing commodity factors into the quality assessment model of CL + The research team applies elements of retail service quality (Model RSQS): Tangible factors, Confidence, personal interaction, complaint settlement, supermarket policies + Group of research projects proposed new elements of retail service quality based on RSQS model - The research team studied the factors that constitute the quality of online retail services in businesses and supermarkets - The research team studied about the relationship between quality of retail services and customer satisfaction and loyalty In this group, price effects are divided into issues: + The research team studies about the relationship between the retail service qualiy and customer satisfaction + The research team studied about the relationship between retail service quality and customer loyalty + The research group studies about the relationship between the retail service qualiy and customer satisfaction and customer loyalty 1.2 Overview of research situation From the study of the above works, the author has drawn the advantages and achievements that the works have been achieved, at the same time, analyzing aspects that have not been studied thoroughly or need further research save more Therefore, the dissertation on "Retail service quality of a number of general business supermarkets in Hanoi" will clarify the arguments and practices to bring about solutions to improve research issues CONCLUSION OF CHAPTER Retail service qualiy is one of the issues of interest to researchers in recent years The study of finding the factors of Retail service qualiy has an important role in the later evaluation However, due to different market characteristics as well as development trends and customer tastes in each country, studies use and apply models with different factors to assess retail service quality In addition, studies also show the positive relationship of service quality to customer satisfaction and loyalty, but the degree of impact is different The assumptions set out in this chapter will be solved by the author in the next chapter Chapter THEORETICAL ISSUES ABOUT RETAIL SERVICE QUALITY, GENERAL BUSINESS SUPERMARETS 2.1 Theoretical basis of retail 2.1.1 The concept and basic characteristics of retail services 2.1.1.1 The concept of Retail Retailing is a form of direct selling to consumers to satisfy their individual needs With retail, goods end the circulation process and go into the personal consumption sector; Goods value is fully realized 2.1.1.1 The concept and characteristics of retail services * Retail service is the result of contact activities between service provider (supermarket) and customer and supplier's internal activities to meet customer demand * Basic characteristics of retail service First, retail services combine both intangible and tangible features, and second, retail services always have the presence of customers at the service delivery stages; Third, retail services are difficult to identify quality, fourth, retail services are not storeable 2.1.2 The concept and elements of retail service quality 2.1.2.1 The concept of retail service quality Retail service quality is the level of customer perception and evaluation of the components of the quality of retail services after the contact process between service providers (supermarkets) and customers and activities internal operations of suppliers (supermarkets) to meet customer needs Thus, this concept provides the most general way, when assessing the quality of service, it should combine the assessment from both the customer and the internal side of the enterprise 2.1.2.2 The components that constitute the retail service quality - SERVQUAL model - Parasuraman et al (1985): Reliability, Guarantee, Tangibility, Empathy and responsibility - RSQS model - Dabholka et al (1996): Physical means (Physical Aspects), Reliabillity, personal interaction (Personal interaction), Complaint resolution (Problem solving) and door policy Policy (Policy) - MLH model - Mehta & et al (2000): Staff service personnel (physical aspects), goods (merchandise), trust (confidence) and parking (parking) with 21 observed variables - Model of supermarket service quality - Nguyen Thi Mai Trang (2006): diversity of goods, staff's ability to serve, how to display in supermarkets, supermarket and safety premises in super Marketing 2.2 Some basic issues about the relationship between the retail service quality, customer satisfaction and customer loyalty 2.2.1 The concept of customer satisfaction Satisfaction formed on customers based on their knowledge and judgment on products or services that form subjective judgments or judgments In other words, it is the psychological feeling of the customer after being satisfied Besides, the satisfaction of customers due to the experience accumulated after using the service of the business 2.2.2 The concept of customer loyalty Many researchers have given different perspectives on loyalty like Chaudhuri, Zeithaml, Evanschitzky and colleagues In general, when customers are satisfied with the supermarket service, the relationship of customers with supermarkets becomes attached, they will tend to return to consumption, even buy more Some studies also show that satisfaction is an important factor to explain customer loyalty Because when customers are satisfied they will tend to use the service more and more often than unsatisfactory customers, and also introduce, word of mouth to those who know the service 2.2.3 The relationship between quality of retail services with customer satisfaction and loyalty The researchers provided theoretical and empirical evidence for the relationship between quality and satisfaction (Cronin and Taylor, 1992 [51], Kim et al 2002 [79]), showing that quality is the premise of satisfaction Thus, from the point of view of the above researchers, it can be seen that they agree that service quality directly and significantly affects satisfaction Besides, the studies of Cronin and Taylor, Parasuraman and colleagues (1988) show that quality is the main motivation of customer loyalty to loyalty-related behaviors In addition, studies have identified positive relationships between employees, service quality and loyalty-related behaviors (Fullerton (2005) [62], Wong and Sohal (2003) [126] ; Gonzalez et al (2007) [64] 2.3 Factors affecting the retail service quality Factors affecting the retail service quality can be divided into two groups: external factors including economy; population, customs and culture; science technology and internal factors such as technical facilities, management methods and people of the enterprise 2.4 The importance of improving retail service quality First, improving the quality of services helps increase profits for supermarkets Secondly, improving service quality will increase the reputation and image of the supermarket Thirdly, improving service quality is the basis for market maintenance and expansion activities to create sustainable development for businesses 2.5 Overview of supermarkets and general business supermarkets According to the Regulation of Supermarket, Trade Center of the Ministry of Trade of Vietnam (now the Ministry of Industry and Trade of Vietnam) issued on September 24, 2004 [9], the supermarket definition is given as follows: "Supermarket is a kind of modern store; mixed or specialized business; having a diversified, diversified and quality goods structure; meeting the criteria of business area, technical equipment and management and business organization qualifications; There are civilized and convenient service methods to satisfy customers' shopping needs ” Classification of supermarkets is divided into categories: First-class supermarket, 2nd-class supermarket and 3rd-class supermarket 2.6 Experience and lessons to improve the retail service quality of some countries in the world The retail service quality is an issue of great concern to many well-known retail corporations in the world and Vietnam Because retail services have their own characteristics, with direct participation of customers, improving service quality through criteria is one of the important solutions to help these corporations to improve their service quality In this content, the author focuses on analyzing some success and failure experiences of retail corporations like Pataloon - India, WalMart in India, Carrefour in Korea, CoopMart in Ho Chi Minh City Ho Chi Minh City aims to provide quality improvement lessons for supermarkets in Vietnam CHAPTER In chapter 2, the author systematizes the theoretical basis of retail service quality such as concepts, constituent elements, factors affecting the retail service quality At the same time, the author re-systemizes the theory of customer satisfaction and loyalty as well as the relationship between the quality of retail services and customer satisfaction and loyalty Besides, the author points out the concept, classification and some services at general business supermarkets In particular, the author has a system of experience to improve the quality of retail services in a number of general and domestic business supermarkets Based on this theory and practical basis, the author will conduct research model, process and research method in chapter Chapter RESEARCH DESIGN In this chapter, the author addresses the following issues: (1) Research process, (2) Research model and research hypothesis, (3) Research methodology 3.1 Research process Research is carried out according to the following procedure: Literature review and context analysis Develop research models, research hypotheses and set of expected scales Discuss and interview experts gia Adjust the scale Small-scale survey / point survey Complete the scale Large-scale investigation Data synthesis and analysis Figure 3.1 research process Write a report (Source: Proposed author) 3.2 Proposing research model Based on the practical basis of the service delivery process in supermarkets and the rationale (based on previous studies), the author proposes the following research model: Facilities Customer satisfaction Commodity Reliabillity Customer loyalty Supermarket staff Supermarket policy Figure 3.3 Research models (Source: Proposed author) Facilities: facilities, displays, premises, utilities are provided to customers by the layout of facilities, the website design of the general business supermarket Commodity: refers to the diversity, completeness, availability and updating of goods of general business supermarket Reliabillity: refers to the ability to perform services in accordance with the commitment of the general business supermarket Supermarket staff: refers to the professional level and the manner of polite, amiable, confident service to customers of general business supermarket employees, the ability of general store supermarket staff management issues of returning goods, inquiries and complaints of customers Supermarket policy: refers to the policy of general business supermarket about customer service such as service time, credit, delivery, preferential services Customer satisfaction: refers to the level of customer satisfaction with the quality of goods, service personnel and service quality Customer loyalty: refers to the level of commitment / willingness to continue shopping and referring to other customers Based on the theoretical and research models proposed above, the research hypotheses are given as follows: Hypothesis 1: Supermarket facilities have a positive impact on customer satisfaction Hypothesis 2: Commodity in supermarkets have a positive impact on customer satisfaction Hypothesis 3: Reliability has a positive impact on customer satisfaction Hypothesis 4: Supermarket staff have a positive impact on customer satisfaction Hypothesis 5: Supermarket policy has a positive impact on customer satisfaction Hypothesis 6: Customer satisfaction has a positive impact on customer loyalty 4.2 Statistics describing customers in the research sample Criteria Frequency Gender Age Income Frequency of purchase Supermarkets that customers often come to Male Female Under 23 From 24 to 30 75 354 20 323 Ratio (%) 17,5 82,5 4,7 75,3 From 31 to 40 Over 40 Under million VND From to under 10 million VND From 10 to 20 million VND Over 20 million VND Seldom (less than time / month) 76 10 125 238 47 19 48 17,7 2,3 29,1 55,5 11,0 4,4 11,2 Occasionally (2-3 times / month) Regularly (weekly) Other 109 258 14 25,4 60,1 3,3 VinMart Trung Hòa 121 28,2 BigC Thăng Long LotteMart Ba Đình HaproMart C12 Thanh Xuân Bắc FiviMart Đại La CoopMart Sài Gòn Mường Thanh HH2 Linh Đàm Intimex Giảng Võ Khác 141 32,9 56 13,1 31 7,2 25 5,8 31 7,2 1,4 1,4 12 2,8 429 100,0 (Source: Author's survey results) Thus, from the survey results, it can be seen that the group of customers mainly using retail services at supermarkets is female, aged from 20 to under 50 with the main income of to less than 10 million copper The frequency of customers coming to weekly supermarkets account for the majority and when they come to supermarkets, they mainly choose goods and necessities in two big supermarkets, BigC and VinMart 4.3 Current status of retail service quality of some general business supermarkets in Hanoi City Survey results of 450 customers have obtained their assessment of the status of retail service quality in some general business supermarkets in Hanoi (Table 4.8) 11 Table 4.8 Customer's perceived level of retail service quality at general business supermarkets in Hanoi Elements of the retail Minimum Maximum Mean Std Error service quality Commodity 1,50 5,00 4,0052 0,69336 Supermarket staff 2,00 5,00 3,9075 0,67190 Facilities Supermarket policy Reliabillity 2,00 1,80 1,17 5,00 5,00 5,00 3,9464 3,7669 3,7972 0,63350 0,70917 0,71072 Customer satisfaction 1,33 5,00 3,9122 0,68373 Customer loyalty 1,33 5,00 3,9122 0,68373 (Source: SPSS processing results) Indicators of service quality evaluation are evaluated on a scale of Likert 1-5, in which points 1-5 correspond to - Strongly disagree, - Disagree, 3- Normal, Agree, - Absolutely agree The survey results show that the average value of the components of retail service quality is mainly in the range of 3-4 on the 1-5 likert scale Two factors of retail service quality are appreciated by customers among the factors: Commodity factor and facilities (corresponding to the average value of 4,0052 and 3,9464) The remaining factors including Supermarket employees, supermarket policies and trust are underestimated - in the range of 3,7669 -3,9075) 4.4 Case study - Current status of retail service quality at Vinmart Supermarket system in Hanoi 4.4.1 General introduction about Vinmart supermarket system in Hanoi VinMart is the retail chain brand of VinCommerce General Trading Joint Stock Company With the motto "For the quality of life of every home", VinMart system wishes to bring consumers a variety of goods, services, utilities and meet the diverse shopping needs of customer In 2017, VinMart ranked 4th in * The reality of traditional retail service quality at VinMart supermarket After observing the filter operation in SPSS (in the order of steps: Open SPSS / Data / Select Cases / Select Supermarket Type / Supermarket Type = (ie select observations at supermarket VinMart), the statistics of the level of assessment of retail service quality factors through customer perception at VinMart supermarket are shown in the following table: Table 4.9 Customer's perceived level of retail service quality at Vinmart stores in Hanoi Elements of the retail Minimum Maximum Mean Std service quality Error Commodity 1,83 5,00 4,0579 0,62052 Supermarket staff 1,83 5,00 3,9270 0,65613 Facilities 1,71 5,00 3,7603 0,74556 Supermarket policy 1,60 5,00 3,6099 0,69993 Reliabillity 2,00 5,00 3,7851 0,63989 Customer satisfaction Customer loyalty (Source: SPSS processing results) 12 Commodity: this is the factor that customers rated with the highest score 4.0579 This shows that customers highly appreciate the quality, price and quantity of goods at VinMart supermarket Supermarket staff: This factor is rated by customers with the second highest score of 3.9270 Supermarket facilities: This is the factor evaluated at the point of 3.76 * Status of online retail service quality at VinMart supermarket Currently, VinMart is one of the few supermarkets in Vietnam to invest in developing both traditional retail and online retail VinMart's online retail activities are carried out on the Adayroi.com Website Adayroi.com is an electronic hypermarket model that provides a wide range of products, including items to meet the daily needs of customers as provided at VinMart 4.5 Results of testing retail service quality model in some general business supermarkets 4.5.1 Testing the reliability of the scale of retail service quality, customer satisfaction, customer loyalty in general business supermarkets Results of analysis of Cronbach's Alpha coefficients show that all scales meet the coefficient shown in Table 4.10 On the basis of proposing 36 observable variables to evaluate QoS in general supermarkets in Hanoi, the results show that all scales are satisfactory with Cronbach's Alpha reliability coefficient as follows: Facilities (0,916) Merchandise (0.894), trust (0.887), Staff (0.862), Policy (0.863), Customer satisfaction (0.901) and customer loyalty (0.879) In addition, all observed variables have the lowest total variable correlation greater than 0.3 In general, the scales are highly reliable and used to measure research Table 4.10 Results of analyzing the reliability of the scale Cronbach’s Corrected Item-Total Correlation Alpha CSVC 0,916 HH 0,894 TC 0,887 NV 0,862 CS 0,863 SHL 0,848 STT 0,879 CSVC1 CSVC2 CSVC3 CSVC4 CSVC5 CSVC6 CSVC7 0,698 0,821 0,735 0,760 0,752 0,796 0,639 HH1 HH2 HH3 HH4 HH5 HH6 0,709 0,767 0,716 0,767 0,686 0,660 TC1 TC2 TC3 TC4 TC5 TC6 0,713 0,740 0,773 0,644 0,615 0,739 NV1 NV2 NV3 NV4 NV5 NV6 0,582 0,720 0,628 0,649 0,719 0,640 CS1 CS2 CS3 CS4 CS5 0,735 0,683 0,695 0,687 0,614 SHL1 SHL2 SHL3 0,752 0,751 0,650 STT1 STT2 STT3 0,755 0,815 0,730 (Source: Author's survey results) 13 5.2 Testing the validity of the scale of retail service quality, customer satisfaction, customer loyalty through EFA and CFA analysis * Perform discovery factor analysis for variables Perform the validity test of the scale through exploratory factor analysis (EFA) The purpose of this is to ensure that the observed variables measure a potential variable KMO test results for 30 observed variables for retail service quality are high with a value of 0.901 (> 0.5) and observed variables for the scale of customer satisfaction and loyalty The client's wall is quite high with a value of 0.824 (> 0.5) and Bartlett testing at a meaningful level of zero (Sig 0.5  Confirmatory Factor Analysis for each variable (CFA) The requirement is χ2 / df 0.9; RMSEA