Enhancing customer satisfaction in terms of service quality in supermarket - The case study of Big C supermaket in HCMC

Authors

  • Trinh Thuy Anh
    Ho Chi Minh City Open University, VN
  • Phan Minh Tai
    Saigon M&C Real Estate JSC, VN

DOI:

10.46223/HCMCOUJS.econ.en.3.1.103.2013

Keywords:

customer satisfaction; service quality; RSQS; supermarket; HCMC

Abstract

This paper aimed at determining factors effecting customer satisfaction in terms of service quality as well as evaluating satisfaction level of shoppers in Big C Supermarket. A survey of 158 shoppers in various Big C supermarkets in HCMC has evaluated retail service quality according to Retail Service Quality Scale (RSQS) which composes of 5 dimensions namely physical aspects, reliability, personal interaction, problem solving and policy. The findings show that there are three factors mainly effecting on customer satisfaction in Big C, those factors are Reliability, Problem Resolving and Policy. Based on the result of survey, practicle solutions recommended to Big C for improvement of service quality in order to close gaps that could lead to increasing customer satisfaction.

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References

Gordon H.G. McDougall, Douglas W. Snetsinger, (1990) «The Intangibility of Services: Measurement and Competitive Perspectives», Journal of Services Marketing, Vol.4 Iss: 4, pp.27 – 40.

Mosad Zineldin, (2000) «Beyond relationship marketing: technologicalship marketing», Marketing Intelligence & Planning, Vol. 18 Iss: 1, pp.9 - 23.

Zeithaml V.A., B. M. (2006). Services Marketing: Integrating customer focus accross the firm (4th ed.). McGraw-Hill/Irwin, p.107.

Kathryn Bishop Gagliano, Jan Hathcote, (1994) «Customer Expectations and Perceptions of Service Quality in Retail Apparel Specialty Stores», Journal of Services Marketing, Vol. 8 Iss: 1, pp.60 – 69.

Parasuraman A., Zeithaml V.A., and Berry L.L., A conceptual model of service quality and its implications for future research, (1985).

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Received: 01-03-2020
Accepted: 01-03-2020
Published: 31-08-2013

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How to Cite

Anh, T. T., & Tai, P. M. (2013). Enhancing customer satisfaction in terms of service quality in supermarket - The case study of Big C supermaket in HCMC. HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, 3(1), 68–79. https://doi.org/10.46223/HCMCOUJS.econ.en.3.1.103.2013

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Copyright (c) 2013 Trinh Thuy Anh; Phan Minh Tai

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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.