Research on customer satisfaction when using services at Bach Hoa Xanh convenience store

TRƯỜNG ĐẠI HỌC SƯ PHẠM KĨ THUẬT THÀNH PHỐ HỒ CHÍ MINH FACULTY OF HIGH QUALITY TRANING RESEARCH METHOD Research on customer satisfaction when using services at Bach Hoa Xanh convenience store Dr Nguyễn Khắc Hiếu Name ID Nguyễn Cảnh Dũng 19124065 Phạm Anh Khoa 19124072 Đinh Sỹ Hưng 19124040 Ho Chi Minh City, June 2021 TABLE OF CONTENT TABLE OF FIGURE Figure 2.3 Picture Proposed Research Model by Our Group Table Table the all Factors for the customers satisfaction research of our group Table 2: The scales of the factors in the research model THANK YOU The first words allow the author to express sincere and deep gratitude to Dr Le Khac Hieu the author's scientific guide, oriented the topic, directly guided and gave valuable suggestions to help the author during the research process The author would like to thank the teachers and teachers of Ho Chi Minh City University of Technology and Education for teaching and imparting valuable knowledge as the foundation for carrying out this study At the same time, the author would like to thank the teachers and post-graduate teachers of Ho Chi Minh City University of Technology and Education for enthusiastically helping and guiding the author to complete the procedures related to the research paper The author would also like to thank the brothers, sisters and colleagues for creating favorable conditions, providing documents and discussions to help the author complete the scales, survey questionnaires and take the time to consult participate and respond to the survey Finally, the author would like to thank family and friends for their support and support during the study and research results Sincerely thank Ho Chi Minh City, June 2021 Thesis author Nguyễn Cảnh Dũng Phạm Anh Khoa Đinh Sỹ Hưng Scientific instructors: Dr Lê Khắc Hiếu Introduction 1.1 Reason for choosing topics The fast pace of life has changed the habits of most urban people in Vietnam Instead of choosing goods at markets and supermarkets, they tend to want to go to convenience stores to save time and buy quality goods Within a short time, Vietnamese convenience store chains have sprung up like mushrooms and dominated the market Convenience stores that have been established for a long time and have many reputations, such as Family Mart, Circle K, increasingly gain the trust of customers and expand their operations to more branches Along with the development and expansion of long-standing convenience stores, new convenience stores were also built and branded, such as Shop & Go, Ministop, Vinmart+, Green Bach New brands contribute to increasing the competitiveness of the Vietnamese market This leads to each brand need to their services well to be able to attract customers to bring trust to generate profits for themselves Therefore, this study aims to "Research on customer satisfaction when using services at Bach Hoa Xanh convenience store." 1.2 Research objectives Objective overview: Research on customer satisfaction when using services at Bach Hoa Xanh convenience store in Ho Chi Minh City Specific goals: Find out the popularity, as well as the level of trust of customers when shopping at Bach Hoa Xanh store and let people know about the quality of goods and services here 1.3 Research methods and data 1.3.1 Research methods With this topic, my team uses statistical methods to come up with the most optimal solution 1.3.2 Data And here, my team will survey over 100 people in the city about their satisfaction when buying at the BACH HOA XANH convenience store 1.4 Meanings of the research Help a part of people have access to more convenience stores Help solve the inevitable needs of every family while protecting everyone's health It also helps the management to better develop the service to better meet the needs of customers 1.5 Structure of the report Chapter 1: Introduction Chapter 2: Literature reviews and research model Chapter 3: Research methods Chapter 4: Research results Chapter 5: Conclusions and suggestions, implications of research for Customers satisfaction with the service at BACH HOA XANH convenient store CHAPTER LITERATURE REVIEWS AND RESEARCH MODEL 2.1 Definition of key concepts 2.1.1 The concept of satisfaction Currently, a satisfied consumer is defined in many different ways, and there is a lot of disagreement about what makes customers happy Philip Kotler writes: “Actual satisfaction is a person's feeling of pleasure or disappointment as a result of a task when comparing the actual obtained product (or outcome) with their expectations” As Hansemark and Albinsson then have a thought: "Customer satisfaction refers to a client's current outlook a service supplier, or a feeling to the gap between how a customer expects and what he or she gets with the satisfaction of a need, purpose, or willingness." So customer satisfaction is understood in an easy way to understand that consumers have knowledge about the product they are about to buy as well as the service Thereby they will have the most subjective and objective assessments After a customer's wants and expectations have been met, satisfaction is the most important attitude of emotion Client satisfaction is generated via experiences, particularly when it is acquired through the purchase and use of goods or services Buyers will make a comparison between reality and expectations after attempting to buy and utilize—the next rate how happy or unsatisfied they are 2.1.2 Concept of service quality There are many different types of services, and therefore definitions of service types will have different concepts; But in general, a service is what the customer feels about it Buyers have different feelings, opinions, and personal requirements, so the perception of service quality is also very different This degree about which network operators satisfy the standards and needs of consumers with that service is referred to as service quality As a result, consumers are the primary determinants of service quality; the higher the degree of client satisfaction, the service is good quality Because the client determines the quality of the service, the quality will be subjective; it will rely on the client's degree of demands and expectations; therefore, each service will have distinct sensations As a result of this, the quality will be varied 2.2 Literature reviews Currently, our country's economy is developing with a fairly high growth rate, averaging 7.3%/year Through that, it also shows us that people's income level has also improved significantly, so the demand and quality of people's life and work are increasing day by day To meet this demand, jobs provide more and more goods and services, especially in the field of consumer goods In the current context, when the valuation of used items is a hot topic of social organizations, the growing convenience supermarket chain, Bach Hoa Xanh will contribute to protecting product safety for consumers At the same time, implement the program "Preservation of food markets, foodstuffs and establishments in Ho Chi Minh City" according to the policy of Ho Chi Minh City Along with present convenience shops such as Co.Op Food, Vissan, Minimart, Family mart, Newmarket, and others joining the traditional market and major supermarkets such as Co.OpMart, Big C, Metro, and other stores in recent years, growing market share of Bach Hoa Xanh would be even more challenging As a result, individuals consumers limit spending in order to stay afloat in the market, buying power of various items shows symptoms of decreasing, resulting in a severe decline in the income of some retail firms To increase consumers' needs, many organizations have concentrated on improving products, expanding services that provide various value to customers, and having the appropriate perspective on competition Clients now have more choices as a result of the fierce competition of many competitors in the food sector, allowing them to obtain a sense of humor Research the route to progress since the highest heart is really significant Customers' satisfaction can help Bach Hoa Xanh enterprises help us understand their consumers, including what they are content with and what we really aren't pleased with in terms of service quality, allowing them to attract new customers and expand further Service quality has now become a valuable asset for individuals and companies in terms of boosting service quality, coordinating non-business loyalty, and increasing company competitiveness Currently, the houses utilize a service quality for corporate governance CSI (Customer Satisfaction Index) amount is an application used to evaluate customer experience for companies and sector organizations in many developed nations across the world as an evaluation tool for assessing research consumer happiness for its goods and services It will therefore assist supermarket and retail service businesses in Ho Chi Minh City, such as chain shops, in betterunderstanding client satisfaction for convenience store At the enterprise level, research and application of CSI require (1) determining the factors (variables) affecting perceived quality or customer satisfaction, (2) determining the proportion or importance of customer satisfaction Importance of each factor in its interaction with other factors, (3) determining satisfaction levels at customer research points, and (4) comparing customer prices across each criterion match very well previous self (this goal may become more evident as CSI is implemented at the industry-wide and multi-sectoral level), (6) compare structural satisfaction, satisfaction level, and satisfaction impact among the company's various client segments Many researches (Nguyen & Nguyen, 2003) et al have tested the system relationship between service quality and customer happiness, and this theory is becoming the slogan for the traditional service industry in terms of maintaining consumers and gaining new consumers This object extremely has about the only life was client is old row It means that how important is it for a commercial service firm Only one study in Vietnam, by Nguyen Thi Mai Trang et al (2003), examines the quality of service scale and the link between service quality and consumer trust in markets Researchers have created a model of customer satisfaction index that is broadly useful to most firms or sectors in a number of nations throughout the world In the absence of a Vietnamese version of this model, the author investigates and evaluates the aspects impacting customers' satisfaction while purchasing at CHTL based on the findings of the American ACSI model study (Supermarket business) It will therefore assist grocery retailing providers, like chain shops in Ho Chi Minh City, in betterunderstanding consumer satisfaction in convenience shops 2.2 Relevant research overview 2.2.1 Domestic research Phạm Hùng Cường Trần Thị Nhật Quỳnh (2021) research: “FACTORS AFFECTING SATISFACTION ABOUT THE SERVICE QUALITY OF THE STORE GREEN SHOP IN THE LOCATION OF CITY HO CHI MINH” This research has only the mainly purpose Studies exploring factors influencing the satisfaction of customers about the service quality of green department stores, which is a Vietnamese retail channel that has the potential to thrive in recent years, are limited Therefore, we conduct a study on factors acting the satisfaction of service quality of green department stores in Ho Chi Minh City through a survey of 170 customers Through the exploratory factor analysis (EFA) and regression analysis, the study results show that employee service capacity, reliability, store policy, and perceived price influence service quality satisfaction at green department stores The result: In this way, there are factors that affect consumer loyalty with administration quality Purchasers incorporate assistance limit of representatives, dependability, arrangements stores, and saw costs The unmistakable factor isn't genuinely critical recorded in this investigation For free factors that influence the auxiliary factor having a place with fulfillment, the help limit of workers has the most grounded impact, proceeding comes store strategy, dependability, lastly saw cost Result Relapse examination shows that the free factors in the exploration model clarify get 51% variety of the reliant variable Segment qualities like sexual orientation, age, instruction, occupation, and pay no affect the fulfillment Figure 2.2 Picture a, Research model “ FACTORS AFFECTING SATISFACTION ABOUT THE SERVICE QUALITY OF THE STORE GREEN SHOP IN THE LOCATION OF CITY HO CHI MINH” Source: Author team Phạm Hùng Cường Trần Thị Nhật Quỳnh (2021) “FACTORS AFFECTING SATISFACTION ABOUT THE SERVICE QUALITY OF THE STORE GREEN SHOP IN THE LOCATION OF CITY HO CHI MINH” International Journal of Management and Economics No 125-140 Ho Chi Minh city, Vietnam 10 54 25.5 96.2 96.7 3.3 100.0 212 100.0 Total 4.1.2 Descriptive statistics of variables FF1 FF2 FF3 Descriptive Statistics N Minimum Maximum Mean 204 3.45 206 3.46 208 3.54 Std Deviation 883 930 821 FF4 206 3.52 898 FF5 208 3.50 948 CF1 210 3.51 753 CF2 210 3.42 867 CF3 208 3.45 833 CF4 210 3.55 824 CF5 210 3.61 806 PF1 210 3.53 819 PF2 208 3.37 830 PF3 208 3.47 804 PF4 210 3.48 871 27 PF5 206 3.45 864 PS1 208 3.39 821 PS2 208 3.24 720 PS3 208 3.39 850 PS4 206 3.46 853 PS5 208 3.15 964 OF1 210 3.43 846 OF2 210 3.43 868 OF3 210 3.54 892 OF4 208 3.39 804 OF5 208 3.49 857 SQ1 208 3.59 769 SQ2 210 3.44 835 SQ3 210 3.57 799 SQ4 208 3.60 846 SQ5 210 3.43 863 Valid (listwise) N 188 4.2 Cronbach’s alpha analysis 4.2.1 FF (Non of Facilities Factor) Cronbach’s alpha of FF is 0.869 28 Scale Mean if Item Deleted FF FF FF FF FF Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted 14.04 8.758 662 849 14.02 8.045 770 821 13.94 8.961 679 845 13.96 8.757 693 841 13.98 8.557 664 849 4.2.2 CF (Non of Confidence factor) Cronbach’s Alpha of CF is 0.872 Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected ItemTotal Correlation Cronbach's Alpha if Item Deleted CF1 14.02 7.623 700 846 CF2 14.12 7.101 702 845 CF3 14.08 7.312 689 848 CF4 13.99 7.391 675 851 CF5 13.92 7.260 733 837 4.2.3 PF ( Non of Personal interaction factor) Cronbach’s Alpha of PF is 0.873 PF1 PF2 PF3 PF4 PF5 Scale Mean if Item Deleted 13.75 13.93 13.83 13.80 13.84 Scale Variance if Corrected ItemItem Deleted Total Correlation 7.420 760 7.611 700 7.558 730 7.393 729 7.847 589 29 Cronbach's Alpha if Item Deleted 832 846 839 839 874 4.2.4 PS (Non of problem solving factor) Cronbach’s Alpha of PS is 0.849 Scale Mean if Item Deleted Scale Variance if Item Corrected Item-Total Deleted Correlation Cronbach's Alpha if Item Deleted PS1 13.26 7.297 693 809 PS2 13.43 7.641 710 808 PS3 13.27 6.960 737 796 PS4 13.20 7.812 517 855 PS5 13.50 6.837 663 818 Scale Variance if Item Corrected Item-Total Deleted Correlation Cronbach's Alpha if Item Deleted 4.2.5 OF ( Non of Operation factor) Cronbach’s Alpha of OF is 0.834 Scale Mean if Item Deleted OF1 13.84 7.448 597 811 OF2 13.85 7.194 639 800 OF3 13.72 7.103 622 805 OF4 13.87 7.595 593 812 OF5 13.77 6.884 723 775 4.2.6 SQ ( Non of Satisfaction quality factor) Cronbach’s Alpha of SQ is 0.861 Scale Mean if Item Deleted SQ1 14.01 Scale Variance if Item Corrected Item-Total Deleted Correlation 7.473 30 695 Cronbach's Alpha if Item Deleted 829 SQ2 14.18 7.036 730 819 SQ3 14.05 7.471 653 839 SQ4 14.01 7.088 704 826 SQ5 14.17 7.325 620 848 4.3 Exploratory factor analysis (EFA) 4.3.1 FF Component Total Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings % of Variance Cumulative % Total % of Variance Cumulative % 3.221 64.425 64.425 786 15.719 80.144 382 7.634 87.778 342 6.834 94.612 269 5.388 100.000 Extraction Method: Principal Component Analysis Component Matrixa Component FF 779 FF FF FF FF 857 792 797 787 31 3.221 64.425 64.425 4.3.2 CF Component Total Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings % of Variance Cumulative % Total % of Variance Cumulative % 3.292 65.841 65.841 607 12.138 77.980 454 9.089 87.069 353 7.060 94.129 294 5.871 100.000 3.292 65.841 65.841 Extraction Method: Principal Component Analysis Component Matrixa Component CF1 809 CF2 816 CF3 798 CF4 794 CF5 840 4.3.3 PF Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings Component Total % of Variance Cumulative % 3.197 63.937 63.937 622 12.432 76.369 32 Total 3.197 % of Variance Cumulative % 63.937 63.937 457 9.140 85.509 413 8.267 93.776 311 6.224 100.000 Extraction Method: Principal Component Analysis Component Matrixa Component PF1 850 PF2 786 PF3 824 PF4 819 PF5 712 4.3.4 PS Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings Component Total % of Variance Cumulative % 3.123 62.457 62.457 697 13.938 76.395 507 10.139 86.535 375 7.500 94.035 298 5.965 100.000 33 Total 3.123 % of Variance Cumulative % 62.457 62.457 Extraction Method: Principal Component Analysis Component Matrixa Component PS1 825 PS2 816 PS3 840 PS4 651 PS5 804 4.3.5 OF Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings Component Total % of Variance Cumulative % 2.983 59.666 59.666 591 11.817 71.484 559 11.182 82.666 496 9.914 92.580 371 7.420 100.000 Extraction Method: Principal Component Analysis 34 Total 2.983 % of Variance Cumulative % 59.666 59.666 Component Matrixa Component OF1 748 OF2 785 OF3 749 OF4 737 OF5 838 4.4 Regression analysis Coefficientsa Unstandardized Coefficients Standardized Coefficients Model B Std Error (Constant) 308 137 FF 164 051 CF 311 PF 164 t Sig Beta 2.244 026 182 3.195 002 064 324 4.867 000 058 171 2.828 005 35 PS -.011 052 -.011 -.208 836 OF 293 065 301 4.532 000 a Dependent Variable: SQ We can see that most of the regression coefficients are greater than (except PS) Thus, almost all the independent variables included in the regression have the same effect on the dependent variable Based on the magnitude of the beta-normalized regression coefficient, the order of strongest effect of the independent variables on the dependent variable SQ is CF(0.324) > OF(0.301) > FF(0.182) > PF(0.171) Corresponding to: Confidence scale has the strongest impact on customer satisfaction in convenience stores Operational policy scale has the second impact on customer satisfaction in convenience stores Facilities scale has the third impact on customer satisfaction in convenience stores Scale of personal interaction has the fourth impact on customer satisfaction in convenience stores Histogram 36 Mean=-6.06E-16 is close to 0, the standard deviation is 0.987 which is close to 1, so it can be said that the residual distribution is approximately normal Therefore, it can be concluded that: The residual normal distribution assumption is not violated Normalized Regression Equation: SQ= 0.324*CF +0.301*OF+0.182*FF+0.171*PF-0.011*PS Service quality Satisfaction Scale = 0.324 * Confidence scale + 0.301 * Operational policy scale + 0.182 * Facilities scale + 0.171 * Scale of personal interaction - 0.11 * Scale problem solving 4.5.a T-Test analysis and ANOVA 4.5.b Model summary 37 Model Summaryb Model R R Square Adjusted R Square Std Error of the Durbin-Watson Estimate 867a 751 745 32830 1.994 a Predictors: (Constant), OF, PS, FF, PF, CF b Dependent Variable: SQ - R2 is 751 it is shown that 4.5.1 T-Test analysis Independent Samples Test Levene's Test for Equality of Variances F Sig Q Equal variances assumed S Equal variances not assumed 030 863 t-test for Equality of Means t df Sig (2-tailed) -1.253 210 212 -1.233 178.457 219 4.5.2 ANOVA Descriptives SQ N T Total Mean Std Deviation Std Error 129 73 3.4822 3.6164 2.7500 4.0000 72138 42263 95743 89443 06351 04946 47871 36515 212 3.5292 65606 04506 95% Confidence Interval for Minimu Maxi Mean m mum Lower Bound Upper Bound 3.3565 3.6078 1.00 5.00 3.5178 3.7150 3.00 5.00 1.2265 4.2735 2.00 4.00 3.0614 4.9386 3.00 5.00 ANOVA table analysis about the frequencies factor ANOVA 38 3.4404 3.6181 1.00 5.00 SQ Sum of Squares df Mean Square Between Groups 4.599 1.533 Within Groups 86.219 208 415 Total 90.819 211 39 F 3.699 Sig .013 CHAPTER 5: CONCLUSIONS AND SUGGESTIONS 5.1 Conclusions My team used quantitative and statistical research methods to process information and data to find out the factors affecting customer satisfaction The research results show the hypotheses in the model The proposed study is statistically significant The results show that service quality has a significant influence on customer satisfaction, customer trust and loyalty The results show that service quality has an influence on customer purchase In addition, the degree of influence of each factor on customer satisfaction varies with each level of satisfaction 5.2 Suggestions Research results show that managers need to pay attention to the results in the process of building customer trust to implement their business strategies In addition, managers need to analyze the model most carefully to evaluate service quality, how management can affect customer satisfaction In addition, understanding the factors affecting customer satisfaction can help managers make the most appropriate plan to increase revenue for their stores 5.3 Limitations This study was conducted in a short period of time, so there are many limitations: it was only studied within Ho Chi Minh City, the study only surveyed the age group from 15 to 30 years old, the last author of the study was young age inexperienced research on many similar topics 40 References Cristo, M., Saerang, D P., & Worang, F G (2017) THE INFLUENCE OF PRICE, SERVICE QUALITY, AND PHYSICAL ENVIRONMENT ON JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI Cường, P H., 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