Factors afecting shopping satisfaction of bach hoa xanh’s customer during covid 19 pandamic at ho chi minh city pdf

STATE BANK OF VIETNAM MINISTRY OF EDUCATION AND TRAINING BANKING UNIVERSITY OF HO CHI MINH CITY FACTORS AFFECTING SHOPPING SATISFACTION OF BACH HOA XANH’S CUSTOMERS DURING THE COVID-19 PANDEMIC AT HO CHI MINH CITY Author: NGUYEN VIET THANH Class: HQ5 GE06 Student code: 030805170018 Instructor: PhD NGUYEN VAN THICH HO CHI MINH CITY, 07 – 2021 TABLE OF CONTENT CHAPTER 1: INTRODUCTION 1.1 Background 1.2 The urgency of the topic .6 1.3 Research Purpose .7 1.3.1 General purpose 1.3.2 Specific o bjectives 1.3.3 Research question 1.3.4 Research object and Research scope 1.3.4.1 Research object .7 1.3.4.2 Research scope 1.3.4.3 Research Methods 1.3.4.3 Research content 1.3.4.4 Research contribution in theory 1.3.4.5 In practical 1.4 Structure of ddissertations CHAPTER 2: THEORETICAL BACKGROUND 10 2.1 Basic Concepts 10 2.1.1 Shopping concept 10 2.1.2 Consumer decision-making process 11 2.1.3 Theory of Reasoned Action – TRA 12 2.1.4 Theory of Planned Behavior – TPB 12 2.2 Overview of research 18 2.2.1 Domestic research 18 2.2.2 Foreign research 20 2.3 Formation basis and research model 21 2.4 Proposed research model: 22 2.4.1 Research hypotheses: 22 2.4.1.1 The Scale of dependent variable 23 2.4.1.2 The scale of independent variable 23 2.4.1.3 Scale and research variables: 25 2.4.2 Describe the components in the research model 25 Chapter Summary 26 CHAPTER 3: RESEARCH METHODS 28 3.1 Data collection: 28 3.2 Research Methods 28 3.2.1 Qualitative research 28 3.2.2 Quantitative research method 29 3.2.3 Information processing methods 29 i 3.2.3.1 Descriptive statistics method 29 3.2.3.2 Method of testing Cronbach's Alpha scale 29 3.2.3.3 Factor analysis (EFA) 30 3.2.3.4 Methods of regression analysis 30 3.2.4 The questionnaire consists of three parts 31 CHAPTER 4: ANALYSIS OF THE RESULTS 32 4.1 Analysis of secondary information 32 4.2 Bach Hoa Xanh's market share in Vietnam 32 4.3 Fastest market share growth in Ho Chi Minh City 33 4.4 Primary data analysis 34 4.4.1 Descriptive statistics of the study sample 34 4.4.1.1Gender: 34 4.4.1.2 Group age: 34 4.4.1.3 Income 37 4.4.1.4 Customer occupation 38 4.4.2 Cronbach's Alpha reliability test 39 CHAPTER 5: 51 5.1 Solutions to increase customer satisfaction Error! Bookmark not defined 5.1.1 Manage implications 51 5.1.2 The price factor 51 5.1.3 Products quality factor 52 5.1.4 Attitude of staffs 53 5.2 Limitations of the research 53 SUMMARY OF KEY FEATURES OF THE RESEARCH Error! Bookmark not defined FURTHER RESEARCH DIRECTION Error! Bookmark not defined REFERENCES 56 ii SUMMARY OF THESIS This study aims to identify and evaluate the factors affecting customer satisfaction in Ho Chi Minh City during the Covid-19 season in Ho Chi Minh City Based on the theory of the theory of intended behavior, consumer decision-making process and previous studies, this research is carried out through phases: qualitative and quantitative research Qualitative research aims to complete the measurement scales and finally the quantitative method with tools such as descriptive statistics, Cronbach's Alpha, EFA and regression Results from more than 200 customer survey samples in Ho Chi Minh City, satisfaction is influenced by subjective standard factors, perceived usefulness, trust, perceived behavioral control, creativity of supplier Research results also have certain limitations in terms of survey methods and sample size, so the representativeness of the study may be affected iii LIST OF ACRONYMS TRA Theory of Reasoned Action TPB Theory of Planned Behavior TAM Technology Accept Model PU Perceived Usefulness PEOU Perceived Ease Of Use PR Perceived Risk ANOVA Analysis of variance SPSS Statistical EFA Exploratory Factor Analysis PRP Perceived Risk with Product/Service TP HCM Ho Chi Minh City BHX Bach Hoa Xanh Package iv for the Social Sciences LIST OF TABLES Number Table Name Page number Model TRA Theory of Reasoned Action – TRA Table 2.1 Table of factors affecting 15 customer satisfaction Table 2.2 Customer Satisfaction 17 Table 2.3 Independent variables 18 Table 3.1 The order of execution The 25 questionnaire Table 4.1 Gender Ratio Chart 28 Table 4.2 Age Chart 29 Table 4.3 Frequency column 30 v CHAPTER 1: INTRODUCTION 1.1 Background Nowadays, market chains become more popular because of the convenience and speed it offers Significantly since Covid-19, it has changed consumer behavior and is very reasonable reasons for the booming customers need Winning will belong to the business that changes quickly and seizes the fastest opportunity Over the past few years, small market chains have developed very quickly in all provinces across the country In densely populated areas, many branches have been opened Customers shopping during the epidemic season is especially high, which has led to the factors that determine the choice to buy in stores Therefore, the topic of assessing customer satisfaction with service quality at the chain of retail stores has attracted the attention of many authors over the years, such as influence on customer satisfaction with service quality of Co.op mart system in the Mekong Delta” by Bui Van Quang Duong Thanh Hien (Hong Bang International University); Ngo Thi Thanh Truc (2013) Research on some factors affecting customer satisfaction when shopping at supermarkets in Pleiku City University of Economics Ho Chi Minh City Bach Hoa Xanh is a mini supermarket chain specializing in selling The Gioi Di Dong Joint Stock Company (TGDD) Although newly formed from the end of 2015 until now, in the past five years Bach Hoa Xanh has had hundreds of stores in Ho Chi Minh City with thousands of customers shopping every day With the desire to conquer the retail market of necessities of Bach Hoa Xanh Joint Stock Company, it is meaningful to study and evaluate customer satisfaction with the quality of sales service of the store system Extremely important related to the longevity of the Company, contributing to providing more research and investigation on the service quality of companies providing necessities in the Vietnamese market today In this research, Author conduct research on factors to assess customer satisfaction during Covid pandamic 1.2 The urgency of the topic Due to the COVID-19 pandemic, operations have been interrupted As a developing country, Vietnam has suffered similarly due to this outbreak However, thanks to the timely response of the government and the suppliers of goods, it has improved the timely and efficient supply In addition, this study was conducted to help retailers better understand their customers, thereby having more solutions to meet customer needs, especially during the Covid-19 epidemic This study is also necessary to evaluate the overall factors affecting the consumption behavior of people in Ho Chi Minh City Although there are many theories and research models in the world to explain the factors affecting shopper behavior, today's essential and special topics are very important necessary Factors affecting shopping satisfaction at Bach Hoa Xanh of people in Ho Chi Minh City.Many models in the world, when applied to Vietnam, will not be suitable due to culture, economy and society Therefore, on the basis of the models studied in the past time, it is very necessary to build a model suitable for the situation of Vietnam 1.3 Research Purpose 1.3.1 General purpose Find out the factors that influence customers' satisfaction during the outbreak and the impact and contribution of each element to the research team's opinion on solutions for researchers - providing shopping solutions to attract customers during the Covid 19 pandemic 1.3.2 Specific objectives Systematize the theoretical basis of consumer behavior Find out the factors affecting customers satisfaction during Covid 19, and the influence degree of these factors Giving some recommendations for helping providers to attract more customers 1.3.3 Research question -What factors affect the satisfaction of HCM citizens during Covid 19? -What is the influence of factors affecting HCM citizens during Covid 19? -What improvements or changes are needed for shopping to attract customers to use? 1.3.4 Research object and Research scope 1.3.4.1 Research object Study subjects are factors affecting shopping satisfaction Subjects selected for the survey are Bach Hoa Xanh customers They are the people who want to have the most convenient shopping experience The study period is from June 2021 to August 2021 1.3.4.2 Research scope Scope of space: Research conducted at Ho Chi Minh City Scope of time: Secondary data from 2020-2021, primary data taken from survey samples during June 2021 to August 2021 1.3.4.3 Research Methods The research team selected the observation sample of this topic as "Customers of Bach Hoa Xanh in Ho Chi Minh city" for the following reasons: Firstly, for people, time and cost are two issues that need to be considered when conducting the investigation, so the topic chooses this subject so that it does not take much time and costs for sampling research Second, a lot of people need to buy goods at market during pandemic regularly Evaluate the reliability of the scales by testing Cronbach's Alpha Analysis of discovery factors EFA by KMO test Regression analysis and testing hypotheses with F and Sig tests T-Test and ANOVA test to find out significant differences in online shopping behavior among student customers Using SPSS 1.3.4.3 Research content Research on consumer behavior and customer purchasing decision-making process From there, evaluate satisfaction form during the epidemic, with the shopping demand for this segment This study will use the theory and empirical research by domestic and foreign authors who have done research on online shopping behavior in general, to have analysis and understanding of this issue for the student segment From the results obtained during the research process, the author will give an explanation of the factors affecting shopping behavior The author's solutions to attract users 1.3.4.4 Research contribution in theory when buying goods during Covid 19 there is a difference The topic contributes a different perspective and more overview in the field of shopping during the pandemic, through building a theoretical model explaining The scales in the proposed research model were implemented in India, Iran, Bangladesh , this study adjusted and tested the scales in the Vietnamese environment through survey data experiment at Ho Chi Minh City, should contribute to research and application in the Vietnamese market Therefore, in addition to inheriting the previous studies, this research will provide a clear solution for online retailers to compete most effectively during Covid 19 1.3.4.5 In practical After the study is successful, the topic will help the reference to identify the factors affecting customers satisfaction during the time of Covid 19 the degree of influence of the above factors The topic will not target whole country customers but will focus on HCM only From there, researchers can expand research further or use the information for related studies 1.4 Structure of ddissertations Chapter 1: Introduction Introducing an overview of the topic, this chapter includes main contents such as research reasons, research questions and objectives, research scope and object, and research methods Chapter 2: Theoretical Background Chapter 3: Research methodology This chapter includes the main contents such as detailing research methods, describing research samples, making hypotheses and proposing research models Chapter 4: Research results Chapter 5: Conclusion Model Summaryb Mode R R Adjusted R Std Error of Durbin- l Square Square the Estimate Watson 511 494 49782 715a 1.866 Source: Author extracted from SPSS 20 a Predictors: (Constant), AT, MD, L, P, SV, CV, PQ Dependent Variable: CS ANOVAa Model Sum of df Squares Regressi 7.409 Residual 49.655 200 248 Total 207 101.519 F Sig 29.843 000b Square on 51.865 Mean a Dependent Variable: CS b Predictors: (Constant), AT, MD, L, P, SV, CV, PQ The Model Summary and ANOVA tables show the adjusted R2 factor 0.509 (F= 34,773; significance level = 0.000) Therefore, the adjusted R coefficient is completely statistically significant The multivariable linear regression model under consideration fits 51.865% (and 48.135% cannot be explained by this regression model) 48 Coefficientsa Model Unstandardized Standardized t Coefficients Coefficients Statistics B Beta Tolerance VIF Std Sig Collinearity Error (Constant) 757 266 2.845 005 AT 157 060 160 2.630 009 659 1.519 MD 137 061 141 2.230 027 609 1.643 L -.096 038 138 012 828 1.207 P 374 064 382 5.871 000 577 1.734 PQ 157 040 225 3.896 000 733 1.364 SV 138 058 148 2.371 019 625 1.601 CV -.040 050 -.049 -.799 425 648 1.544 2.531 a Dependent Variable: CS Source: Author extracted from SPSS 20 Significance of the regression at the significance level of 0.05: CV= -0.49 (t=-0.799; significance level=0.425) -> CONVENIENCE has large error and low Student's coefficient (t) so it is not statistically significant Lowest: Variable L= 0.138 (t=-2.561; significance level=0.012) -> L is statistically significant at 98.8% (1.2% error) Thus, other things being equal, Location increases by unit customer satisfaction increases by 0.138 units Variable MD=0.141 (t=2.154; significance level=0.027) -> MD is statistically significant at (2.7% error) therefore, when other factors remain unchanged, Merchandise Display increases by unit, the Customer Satisfaction increases by 0.141 units SV= 0.148 (t=2.266; significance level=0.019) -> SV is statistically significant at (1.9% error) Thus, when other factors remain unchanged, service increases by 49 unit, customer satisfaction increases by 0.148 units AT=0.160 (t=2.524; significance level=0.09) -> AT is statistically significant at (0.9% error) When other factors not change, Employee Attitude increases by unit, Customer Satisfaction is 0.160 units PQ=0.225 (t=5.871; significance level=0.00) -> PQ is statistically significant at (nearly 0% error) Thus, when other factors remain unchanged, product quality increases by unit, customer satisfaction increases by 0.225 units The most important variable is P, P=0.382 (t=5.871; significance level=0.00), when Price factors increase one unit, Customers Satisfaction increase 0.382 unit Variable “PRICE” is the variable that has the greatest impact on CUSTOMER SATISFACTION during the epidemic season , and is also the most important variable in the research model, so it should be paid the most attention 50 CHAPTER 5: Conclusion and Implication 5.1 Manage implications The results of the study showed that, through regression testing with 200 observed samples, the author concluded that there are three factors highly affecting customer satisfaction when buying at BHX during the COVID-19 season -19 that is PRICE, PRODUCTS QUALITY, and ATTITUDE In which, PRICE is the factor that has the strongest impact on customer satisfaction in Ho Chi Minh City during Covid-19 And now, according to the author, focusing on these three factors is feasible in such a difficult time as Covid-19 pandemic All of the above factors can be adjusted internally by BHX 5.1.1 The price factor The price factor is the most important influencing factor in the model Based on this result, it can be deduced that the price of goods in BHX according to customers' expectations is not higher than in the market or grocery store outside but in fact, the response of BHX has not really met the expectations of customers In fact, during the epidemic, BHX had cases where it could not guarantee price stability at its branches in Ho Chi Minh City According to VOV newspaper published on July 22, 2021, "BHX increasing the selling price is against the morality of the times" and there are many articles reflecting on social networks Facebook, Tiktok, that BHX has price increase during the first period of application of Directive 16 This directly affects the brand of BHX in the hearts of customers, contrary to the expectation of price stabilization during the most difficult time in Ho Chi Minh City In many cases, customers were very upset and thought that BHX showed taking advantage of the epidemic to increase the price of goods to increase profits Recognizing this incident, expert Vu Vinh Phu said that, if analyzed according to the report of Bach Hoa Xanh, it can be seen that the normal serving volume is 1,000 tons of vegetables and food, and when serving peaks up to 2,500 – 3,000 tons; 51 Therefore, it is likely that the unit's sales will increase in the past few days while fixed costs, such as staff, electricity, water not change much Fixed costs increase insignificantly, but with high sales, gross profit will increase If that is true, it is not that Bach Hoa Xanh has suffered a loss, but the opposite, because while Bach Hoa Xanh has increased in price, other units such as Saigon Coop, Central Group, etc have similar difficulties but still keep them selling prices to consumers, even though profits may decline (source:https://vov.vn/kinh-te/thi-truong/bach-hoa-xanh-tanggia-ban-hang-la-di-nguoc-voi-dao-ly-cua-thoi-cuoc-875734.vov) The author suggested that BHX should keep prices stable throughout the system, besides committing to customers not to increase prices suddenly during the epidemic season to ensure customer confidence Regarding the errors when charging customers, the representative of the supermarket should take action to show respect for the customer In fact, BHX has announced at the cashier that it will compensate 100,000 VND for the wrong order This shows that BHX has received feedback from customers, guaranteed customers' rights and not wrong price when buying there 5.1.2 Products quality factor Goods, according to the customer's assessment, the quality assurance is ranked second most important In essence, the BHX store needs to be fully stocked with daily consumables and fresh food The fact that BHX can ensure the quality of its goods is always fresh and quality is an essential thing even in this difficult time of the pandemic Goods with a short shelf life such as meat, fish, vegetables also need to be kept in good quality so that customers feel fresh and nutritious food when consumed Especially now that most of the goods people have to go to convenient supermarkets, it is necessary to ensure the quantity supplied is adequate and fresh, which is a dual task that BHX needs to perform to ensure the safety of customers Customers can be satisfied with their purchases BHX should always check the expiry date of the products displayed in the store There have been situations where customers bought expired products but still sold them To solve this problem, BHX should learn from other big supermarket chains by inventorying goods that are about to expire and offering promotions to quickly consume these items In addition, there is a commitment to exchange for 52 customers who buy expired products, for foods sold during the day such as spoiled vegetables that employees need to discard 5.1.3 Attitude of staffs The attitude of BHX employees is also a very important factor because it shows the third biggest impact according to statistics, this shows that customers are very interested in the attitude of employees when buying at BHX as well as retail stores The fact that employees have goodwill from customers shows the brand value in the hearts of customers Maintaining a good attitude when interacting with customers is very important, BHX always maintains training for employees, especially new employees to ensure that professional tasks are always welcomed by customers goods appreciated This needs to be ensured because the opening of many branches across the country will make it difficult to recruit mass personnel, especially during the current epidemic, the recruitment is even more difficult due to the lack of human resources for the ministries Different departments in the chain and professional training for employees, requires BHX to have a team dedicated to training employees in the most effective and synchronous manner across different branches 5.1.4 Remaining groups of factors For the remaining factors in the model, the research shows that there is still influence on the dependent variable in the model However, at the moment when the epidemic is facing many difficulties in business, the author proposes that handling the main factors mentioned above will be the most essential efficiency The business continues to maintain stability 5.2 Limitations management The results of the study have contributed to determining the factors affecting customer satisfaction with Bach Hoa Xanh in Ho Chi Minh City In addition, a model of factors affecting customer satisfaction during the Covid-19 season was also built, thereby providing a series of administrative and policy implications to improve the quality of products service providers and enhance customer intent in online shopping However, the present study also encountered certain limitations as follows: Due to the fact that the research was done in a short period of time and was 53 unique at a time when the epidemic was widespread and difficult, the study did not go into the analysis of the variables in the research model in the most detail on customer satisfaction with Bach Hoa Xanh Chain in Ho Chi Minh City The model of this study is referenced and built based on previous work of Nguyen Thi Mai Trang (2006), Nguyen Thi Kim Van et al (2013), in addition, the author has added to the general section and to add variables from other reference models, but the study has not yet found the most suitable factor in the model when the epidemic occurs The subjects of the survey are only customers who have purchased products of Bach Hoa Xanh in Ho Chi Minh City Data collected during the epidemic season is still limited and inaccurate because it is difficult to collect data in different districts depending on the epidemic situation in those areas In addition, the time spent on building the theoretical basis, surveying, and completing the research paper is relatively short, mainly for the graduation thesis, so the topic may have some errors determined In the case of 10 customers who not return to shop at the store, equivalent to 5% of customers, this is a large number for businesses to pay attention to Need to immediately improve restrictions during the epidemic season to prevent the loss of potential customers CONCLUSION The objective of the study is to determine the components affecting customer satisfaction about service quality at BHX stores Determining which factors are affecting and having little influence on service quality satisfaction at this chain, so that appropriate resources can be used for groups of solutions to help BHX improve and enhance satisfaction customers on service quality The author build the scale, measure and test the model includes two main steps: preliminary research and formal research Preliminary research using qualitative method, consult experts and discuss directly 10 experts in retail from such as management or lecturer in administration Formal research was carried out through a survey on 208 research samples carried out during the period from August 1, 2021 54 to August 30, 2021 Official research results were used for analysis and evaluation Rating scale measuring components affecting customer satisfaction, EFA factor analysis, correlation analysis, and multiple linear regression analysis The results of the scale reliability assessment with independent factors include: Attitude (AT), Products Quality (PQ), Merchandise Display (MD), Convenience (CV), Location (L), Price (P), Service (SV) and the dependent factor is Customer Satisfaction (CS) The group of factors that have the strongest impact on satisfaction are: Price, quality of goods and staff attitude thereby providing solutions for businesses to grow their business and increase customer satisfaction, thereby improving business efficiency during the ongoing COVID-19 pandemic Helping businesses have a clear vision by important factors in customer tastes to have more effective practical application options 55 REFERENCES  Aboelmaged, M., & Gebba, T R (2013) Mobile Banking Adoption: An Examination of Technology Acceptance Model and Theory of Planned Behavior International Journal of Business Research and Development, 21  Ajzen, I (1991) The theory of planned 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(2015), "Perceived price: the main factor affecting consumer satisfaction with supermarket service quality: a case study of Big109 C Can 57 Tho supermarket", Science Magazine Can Tho University, Part C: Social Sciences, Humanities and Education: 36 (2015), 114-122  Vo Thi Lan (2013) Assessing the level of customer satisfaction with the service q uality of the Co.op Food convenience store chain in Ho Chi Minh City Economic Development Magazine University of Economics HCMC, No 278, 39-49  Zeithaml & Bitner (2000) Service Marketing: Integrating Customer Focus Across the Firm McGraw – Hill 58 QUESTIONNAIRE SURVEY Hello everyone, I'm NGUYEN VIETNAMESE I am currently conducting a related research project which includes surveying data on your online shopping intentions on e-commerce sites We would love to have your help by filling out the survey and responding to the relevant statements in this questionnaire Any information provided by you has no opinion of right or wrong and all are valuable for our research All information and results are for scientific research purposes only, for survey and general purposes only, not used for any other purpose and will be kept completely confidential Thank you very much for taking a moment of your precious time to help us complete this research paper GENDER: MALE:  FEMALE:  Độ tuổi: 18 TO 25  25 TO 40 Over 40  Thu nhập: NOT IMCOME YET  UNDER MILLION    FROM TO  FROM TO 15   FROM 15 TO 20  OVER 20 MILLION   FREQUENCY: 1-2 TIMES PER WEEK  OFTEN COME  RAELY COME  59 Please indicate your level of agreement with the following statements on a scale of to by circling the appropriate number for each of the following conventional statements: including levels: (1) Completely disagree, (2) Disagree, (3) Normal, (4) agree, (5) Totally agree to measure the values ATTITUDE OF STAFF AT1 Bach Hoa Xanh’s Staffs are friendly and good communication AT2 Bach Hoa Xanh’s Staffs help customers finds goods, profestional demeanor AT3 Bach Hoa Xanh’s Staffs give correct information to customers Products Quality of Bach Hoa Xanh PQ1 Quality goods guaranteed during Covid-19 PQ2 Bach Hoa Xanh guarante expiration date of goods PQ3 Bach Hoa Xanh keep fresh and safety food for to customers every day PQ4 Bach Hoa Xanh’goods have clear origin MD1 MD2 MD3 MD4 MERCHANDISE DISPLAY Bach Hoa Xanh nice placing, eye-catching, easy to find Nice banners, promotions about discounts on goods Bach Hoa Xanh have price list and in the right place, neatly by type Bach Hoa Xanh arrange goods briefness and clean 5 5 5 5 60 CV1 CV2 CV3 CV4 L1 L2 L3 L4 P1 P2 P3 P4 SV1 SV2 SV3 SV4 CONVINIENCE Save a lot of shopping time on Covid-19 Bach Hoa Xanh have all the necessary items during covid-19 Bach Hoa Xanh have diversified payment methods Bach Hoa Xanh have convinient registers LOCATION OF STORES The store is in a convenient location The store has convenient and safe parking for customers Trafic aroud the store is convenient Bach Hoa Xanh is easy to see from a distance PRICE BHX has many good discounts for customers The price of the goods is competitive compared to other places of sale Bach Hoa Xanh keep stable price during Covid-19 The price is commensurate with the quality of the goods (suitable) SEVICE OF BACH HOA XANH There are good promotions and discounts during the Covid season Bach Hoa Xanh have on time and Undamaged delivery Bach Hoa Xanh after-sales service is good Bach Hoa Xanh services is good on Covid-19 5 5 5 5 5 5 5 5 61 CS1 CS2 CS3 CS4 CUSTOMER SATISFACTION There are good promotions and discounts during the Covid season Bach Hoa Xanh have on time and Undamaged delivery Bach Hoa Xanh after-sales service is good Bach Hoa Xanh services is good on Covid-19 5 5 62 ... Information about shopping satisfaction at Bach Hoa Xanh These are questions aimed at exploiting information about factors in the proposed research model on customer satisfaction in Ho Chi Minh City. .. five years Bach Hoa Xanh has had hundreds of stores in Ho Chi Minh City with thousands of customers shopping every day With the desire to conquer the retail market of necessities of Bach Hoa Xanh... 2.2 : Customer Satisfaction ENCODE SCALE SOURCE Customers satisfaction (CS) CS1 I am satisfied with every purchase at Bach Hoa Xanh CS2 I can easily find goods at Bach Hoa Xanh CS3 Bach Hoa Xanh