| Author | Dinh Vu Dinh |
| Note | A project study submitted in partial fulfillment of the requirements for the
degree of Master of Business Administration (Executive) in
International Business – Management of Technology (VN), School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | The purpose of this research is to assess FoodcoMart service quality in Vietnam based on perceptions and experiences of customers, to find the linkage between service quality attributes and customer retention in convenience chain sector. This research sought to identify the most important attributes in convenience chain settings, which may be used to review characteristics of the convenience chain as experienced by customers. In Vietnam, no study has yet investigated the above mentioned interrelationship; this research is to fill this gap.
Based on the RATER model by Parasuraman (1988), eight main dimensions (Assurance, Tangibles, Responsiveness, Reliability, Empathy, Convenience, Price, Product Quality) were used to find out the relationship among convenience chain service quality, customer retention. All the data were collected through questionnaires; the sample size of 100 customers was drawn from four different stores in Ho Chi Minh City. Descriptive statistical approach, multiple linear regressions were then used to describe and analyse these dimensions and take them into the involvement with customer retention.
The results show that one new service quality attributes (Store structure and Good supply) is positively related to customer retention. |
| Year | 2013 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (Executive) in International Business - Management of Technology (VN/BKK)) |
| Chairperson(s) | Bechter, Clemens; |
| Examination Committee(s) | Sununta Siengthai;Anandkumar, S. Victor; |