| Author | Ho Dac Nguyen Nga |
| Call Number | AIT RSPR no. SM-01-80 |
| Subject(s) | Supermarkets--Vietnam--Customer services
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| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-01-80 |
| Abstract | The goal of this research is to investigate the quality level of Co-op Mart Nguyen Dinh Chieu in the perception of customers in order to help management improve the store's quality properly. For the purpose above, a new quality model, called "Two-factor model", is developed. This model measures customer perception towards two factors -attributes performance and shopping preference of customers- and identifies the relationship of these two factors to construct the quality perception of customers. The results of this research reveal that Twofactor model is more appropriate than Servqual in recommending the attributes improvement priorities. Primary data of the research is collected through two surveys, one is for supermarket customers in Ho Chi Minh City and one is for customers of Co-op Mart Nguyen Dinh Chieu. The former is used to collect general perception about supermarket quality attributes and the latter is used to identify quality level of Co-op Mart Nguyen Dinh Chieu's attributes. Responses from these two surveys are analyzed by Two-factor model to derive characteristic curve of each attribute as well as current performance, contribution to current shopping preference of customers, preference gap, and improvement efficiency of each attribute of the store. Based on the research findings, recommendations are made to improve the quality of the store. Quality attributes are classified into 3 main groups. The first group includes attributes which should be improved. The second group includes attributes which should be improved after all the attributes of the first group reach their potential. The attributes of the third group are recommended to be unchanged. Moreover, priorities for improvement of attributes in each group are also specified. Among attributes which should be improved, quality of merchandise, agility of locker personnel, hospitality of personnel and variety of product lines are four attributes which have the highest priorities for improvement. They are the keys to improve quality of Co-op Mart Nguyen Dinh Chieu. |
| Year | 2001 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-01-80 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Chairperson(s) | Do Ba Khang; |
| Examination Committee(s) | Swierczek, Fredric W.;Bechter, Clemens; |
| Scholarship Donor(s) | Government of Switzerland / SDC (SAV); |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2001 |