Factors affecting customer satisfaction in purchasing at supermarket in ho chi minh city
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Factors affecting customer satisfaction in purchasing at supermarket in ho chi minh city
SOUMOPEN UNIVERSITY MALAYSIARESEARCH PROJECT(BMBR5103)FACTORS AFFECTING CUSTOMERSATISFACTION IN PURCHASING AT SUPERMARKET IN HO CHI MINH CITYSTUDENT’S Factors affecting customer satisfaction in purchasing at supermarket in ho chi minh city S FULL NAMESTUDENT IDINTAKEADVISOR’S NAME & TITLE: THAI QUANG NGUYEN BAO: CGS00016597: NOVEMBER 2013: Assoc. Prof., Dr. PHAN DINH NGUYENHUTECH LIBRARY42095ADVISOR’S ASSESSMENT•.......................................................................Advisor’s signatureABSTRACTVietnam has been an attrac Factors affecting customer satisfaction in purchasing at supermarket in ho chi minh city tive destination for foreign investment. Moreover, consumer preference has been changing along with higher income, becoming sophisticated and improvinFactors affecting customer satisfaction in purchasing at supermarket in ho chi minh city
g living standard in recent years. Customer satisfaction is defined as the extent to which a product or service meets or exceeds the customers’ expectSOUMOPEN UNIVERSITY MALAYSIARESEARCH PROJECT(BMBR5103)FACTORS AFFECTING CUSTOMERSATISFACTION IN PURCHASING AT SUPERMARKET IN HO CHI MINH CITYSTUDENT’S Factors affecting customer satisfaction in purchasing at supermarket in ho chi minh city t certain supermarket, what make him/her keeping buying? And what are factors affecting his/her loyalty? The retailers had to find out the answer to identify appropriate strategics for achieving their own goals. Based on that, the study was carried out to reveal the impact of quality of goods, price Factors affecting customer satisfaction in purchasing at supermarket in ho chi minh city of goods, attitude of staff, infrastructure, location, supporting service on customer satisfaction. The study was conducted by the survey questionnaiFactors affecting customer satisfaction in purchasing at supermarket in ho chi minh city
re. A sample of 510 consumers are living and working in Ho Chi Minh City. The result revealed that quality of goods, price of goods, attitude of staffSOUMOPEN UNIVERSITY MALAYSIARESEARCH PROJECT(BMBR5103)FACTORS AFFECTING CUSTOMERSATISFACTION IN PURCHASING AT SUPERMARKET IN HO CHI MINH CITYSTUDENT’S Factors affecting customer satisfaction in purchasing at supermarket in ho chi minh city ntify what factors affect customer satisfaction in purchasing at supermarket in Ho Chi Minh City?The study followed a quantitative research approach using an explorative descriptive design. A survey method using questionnaires was applied. Likert scale and multiple choice questions are used in the q Factors affecting customer satisfaction in purchasing at supermarket in ho chi minh city uestionnaire. Samples were investigated in convenient ways that are willing to provide personal information. However, the investigation is still payinFactors affecting customer satisfaction in purchasing at supermarket in ho chi minh city
g attention to the distribution of customers in each supermarket. Data analysis included correlation and regression analyses, using SPSS package. BaseSOUMOPEN UNIVERSITY MALAYSIARESEARCH PROJECT(BMBR5103)FACTORS AFFECTING CUSTOMERSATISFACTION IN PURCHASING AT SUPERMARKET IN HO CHI MINH CITYSTUDENT’S Factors affecting customer satisfaction in purchasing at supermarket in ho chi minh city ENTFirst and foremost, this study could not have been possible without the generous help of a number of people who motivated, inspired, assisted, and supported the researcher in his entire endeavor. Their names are not written in this manuscript but engrained in every fiber and vein of the researche Factors affecting customer satisfaction in purchasing at supermarket in ho chi minh city r's heart. Their names are gratefully acknowledged and their precious memories will always be treasured.To Assoc. Prof., Dr. Phan Dinh Nguyen, the resFactors affecting customer satisfaction in purchasing at supermarket in ho chi minh city
earcher's supervisor, my academic advisor, for the untiring support he has rendered;To PhD. Nguyen Kim Tuan, for the detailed and helpful advice he haSOUMOPEN UNIVERSITY MALAYSIARESEARCH PROJECT(BMBR5103)FACTORS AFFECTING CUSTOMERSATISFACTION IN PURCHASING AT SUPERMARKET IN HO CHI MINH CITYSTUDENT’S Factors affecting customer satisfaction in purchasing at supermarket in ho chi minh city in providing technical assistance in the completion of this study;To the respondents of this study for their great collaboration and support;iiiTABLE OF CONTENTSADVISOR’S ASSESSMENT..................................................... I Factors affecting customer satisfaction in purchasing at supermarket in ho chi minh city SOUMOPEN UNIVERSITY MALAYSIARESEARCH PROJECT(BMBR5103)FACTORS AFFECTING CUSTOMERSATISFACTION IN PURCHASING AT SUPERMARKET IN HO CHI MINH CITYSTUDENT’SGọi ngay
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