Research on customer satisfaction when using services at Bach Hoa Xanh convenience store

TRƯỜNG ĐẠI HỌC SƯ PHẠM KĨ THUẬT THÀNH
PHỐ HỒ CHÍ MINH
FACULTY OF HIGH QUALITY TRANING

RESEARCH METHOD

Research on customer satisfaction when using services at
Bach Hoa Xanh convenience store
Dr. Nguyễn Khắc Hiếu
Name

ID

Nguyễn Cảnh Dũng

19124065

Phạm Anh Khoa

19124072

Đinh Sỹ Hưng

19124040

Ho Chi Minh City, June 2021


TABLE OF CONTENT

TABLE OF FIGURE

Figure 2.3. 2. Picture Proposed Research Model by Our Group

Table 3. 1 Table the all 5 Factors for the customers satisfaction research of our group
Table 3. 2: The scales of the factors in the research model



THANK YOU
The first words allow the author to express sincere and deep gratitude to Dr. Le Khac Hieu the author's scientific guide, oriented the topic, directly guided and gave valuable suggestions to
help the author during the research process.
The author would like to thank the teachers and teachers of Ho Chi Minh City University of
Technology and Education for teaching and imparting valuable knowledge as the foundation for
carrying out this study.
At the same time, the author would like to thank the teachers and post-graduate teachers of
Ho Chi Minh City University of Technology and Education for enthusiastically helping and guiding
the author to complete the procedures related to the research paper.
The author would also like to thank the brothers, sisters and colleagues for creating
favorable conditions, providing documents and discussions to help the author complete the scales,
survey questionnaires and take the time to consult. participate and respond to the survey.
Finally, the author would like to thank family and friends for their support and support
during the study and research results.
Sincerely thank.
Ho Chi Minh City, June 2021
Thesis author
Nguyễn Cảnh Dũng
Phạm Anh Khoa
Đinh Sỹ Hưng
Scientific instructors:
Dr. Lê Khắc Hiếu

4


Introduction
1.1 Reason for choosing topics
The fast pace of life has changed the habits of most urban people in Vietnam. Instead of
choosing goods at markets and supermarkets, they tend to want to go to convenience stores to save
time and buy quality goods. Within a short time, Vietnamese convenience store chains have sprung
up like mushrooms and dominated the market. Convenience stores that have been established for a
long time and have many reputations, such as Family Mart, Circle K, increasingly gain the trust of
customers and expand their operations to more branches. Along with the development and
expansion of long-standing convenience stores, new convenience stores were also built and
branded, such as Shop & Go, Ministop, Vinmart+, Green Bach. New brands contribute to increasing
the competitiveness of the Vietnamese market. This leads to each brand need to do their services
well to be able to attract customers to bring trust to generate profits for themselves. Therefore, this
study aims to "Research on customer satisfaction when using services at Bach Hoa Xanh
convenience store."
1.2 Research objectives
Objective overview: Research on customer satisfaction when using services at Bach Hoa
Xanh convenience store in Ho Chi Minh City.
Specific goals: Find out the popularity, as well as the level of trust of customers when
shopping at Bach Hoa Xanh store and let people know about the quality of goods and services here
1.3 Research methods and data
1.3.1 Research methods
With this topic, my team uses statistical methods to come up with the most optimal solution
1.3.2. Data
And here, my team will survey over 100 people in the city about their satisfaction when
buying at the BACH HOA XANH convenience store.
1.4 Meanings of the research
Help a part of people have access to more convenience stores. Help solve the inevitable

needs of every family while protecting everyone's health. It also helps the management to better
develop the service to better meet the needs of customers.

5


1.5 Structure of the report
Chapter 1: Introduction
Chapter 2: Literature reviews and research model
Chapter 3: Research methods
Chapter 4: Research results
Chapter 5: Conclusions and suggestions, implications of research for Customers satisfaction
with the service at BACH HOA XANH convenient store.

6


CHAPTER 2 LITERATURE REVIEWS AND
RESEARCH MODEL
2.1 Definition of key concepts
2.1.1 The concept of satisfaction
Currently, a satisfied consumer is defined in many different ways, and there is a lot of
disagreement about what makes customers happy. Philip Kotler writes: “Actual satisfaction is a
person's feeling of pleasure or disappointment as a result of a task when comparing the actual
obtained product (or outcome) with their expectations”.
As Hansemark and Albinsson then have a thought: "Customer satisfaction refers to a client's
current outlook a service supplier, or a feeling to the gap between how a customer expects and what
he or she gets. with the satisfaction of a need, purpose, or willingness."
So customer satisfaction is understood in an easy way to understand that consumers have
knowledge about the product they are about to buy as well as the service. Thereby they will have

the most subjective and objective assessments.
After a customer's wants and expectations have been met, satisfaction is the most important
attitude of emotion. Client satisfaction is generated via experiences, particularly when it is acquired
through the purchase and use of goods or services.
Buyers will make a comparison between reality and expectations after attempting to buy and
utilize—the next rate how happy or unsatisfied they are.
2.1.2 Concept of service quality
There are many different types of services, and therefore definitions of service types will
have different concepts; But in general, a service is what the customer feels about it. Buyers have
different feelings, opinions, and personal requirements, so the perception of service quality is also
very different.
This degree about which network operators satisfy the standards and needs of consumers
with that service is referred to as service quality. As a result, consumers are the primary
determinants of service quality; the higher the degree of client satisfaction, the service is good
quality.

7


Because the client determines the quality of the service, the quality will be subjective; it will
rely on the client's degree of demands and expectations; therefore, each service will have distinct
sensations. As a result of this, the quality will be varied.
2.2 Literature reviews
Currently, our country's economy is developing with a fairly high growth rate, averaging
7.3%/year. Through that, it also shows us that people's income level has also improved significantly,
so the demand and quality of people's life and work are increasing day by day. To meet this demand,
jobs provide more and more goods and services, especially in the field of consumer goods. In the
current context, when the valuation of used items is a hot topic of social organizations, the growing
convenience supermarket chain, Bach Hoa Xanh will contribute to protecting product safety for
consumers. At the same time, implement the program "Preservation of food markets, foodstuffs and

establishments in Ho Chi Minh City" according to the policy of Ho Chi Minh City.
Along with present convenience shops such as Co.Op Food, Vissan, Minimart, Family mart,
Newmarket, and others joining the traditional market and major supermarkets such as Co.OpMart,
Big C, Metro, and other stores in recent years, growing market share of Bach Hoa Xanh would be
even more challenging. As a result, individuals consumers limit spending in order to stay afloat in
the market, buying power of various items shows symptoms of decreasing, resulting in a severe
decline in the income of some retail firms. To increase consumers' needs, many organizations have
concentrated on improving products, expanding services that provide various value to customers,
and having the appropriate perspective on competition. Clients now have more choices as a result of
the fierce competition of many competitors in the food sector, allowing them to obtain a sense of
humor. Research the route to progress since the highest heart is really significant. Customers'
satisfaction can help Bach Hoa Xanh enterprises help us understand their consumers, including
what they are content with and what we really aren't pleased with in terms of service quality,
allowing them to attract new customers and expand further
Service quality has now become a valuable asset for individuals and companies in terms of
boosting

service

quality,

coordinating

non-business

loyalty,

and

increasing

company

competitiveness. Currently, the houses utilize a service quality for corporate governance. CSI
(Customer Satisfaction Index) amount is an application used to evaluate customer experience for
companies and sector organizations in many developed nations across the world as an evaluation
tool for assessing research consumer happiness for its goods and services. It will therefore assist
8


supermarket and retail service businesses in Ho Chi Minh City, such as chain shops, in betterunderstanding client satisfaction for convenience store.
At the enterprise level, research and application of CSI require (1) determining the factors
(variables) affecting perceived quality or customer satisfaction, (2) determining the proportion or
importance of customer satisfaction. Importance of each factor in its interaction with other factors,
(3) determining satisfaction levels at customer research points, and (4) comparing customer prices
across each criterion match very well previous self (this goal may become more evident as CSI is
implemented at the industry-wide and multi-sectoral level), (6) compare structural satisfaction,
satisfaction level, and satisfaction impact among the company's various client segments. Many
researches (Nguyen & Nguyen, 2003) et al. have tested the system relationship between service
quality and customer happiness, and this theory is becoming the slogan for the traditional service
industry in terms of maintaining consumers and gaining new consumers. This object extremely has
about the only life was client is old row. It means that how important is it for a commercial service
firm. Only one study in Vietnam, by Nguyen Thi Mai Trang et al. (2003), examines the quality of
service scale and the link between service quality and consumer trust in markets. Researchers have
created a model of customer satisfaction index that is broadly useful to most firms or sectors in a
number of nations throughout the world. In the absence of a Vietnamese version of this model, the
author investigates and evaluates the aspects impacting customers' satisfaction while purchasing at
CHTL based on the findings of the American ACSI model study (Supermarket business). It will
therefore assist grocery retailing providers, like chain shops in Ho Chi Minh City, in betterunderstanding consumer satisfaction in convenience shops.
2.2. Relevant research overview.

2.2.1 Domestic research.
Phạm Hùng Cường và Trần Thị Nhật Quỳnh (2021) research: “FACTORS AFFECTING
SATISFACTION ABOUT THE SERVICE QUALITY OF THE STORE GREEN SHOP IN
THE LOCATION OF CITY. HO CHI MINH”.
This research has only the mainly purpose Studies exploring factors influencing the
satisfaction of customers about the service quality of green department stores, which is a
Vietnamese retail channel that has the potential to thrive in recent years, are limited. Therefore, we
9


conduct a study on factors acting the satisfaction of service quality of green department stores in Ho
Chi Minh City through a survey of 170 customers. Through the exploratory factor analysis (EFA)
and regression analysis, the study results show that employee service capacity, reliability, store
policy, and perceived price influence service quality satisfaction at green department stores.
The result:
In this way, there are 4 factors that affect consumer loyalty with administration quality
Purchasers incorporate assistance limit of representatives, dependability, arrangements chính
stores, and saw costs. The unmistakable factor isn't genuinely critical recorded in this
investigation. For 4 free factors that influence the auxiliary factor having a place with fulfillment,
the help limit of workers has the most grounded impact, proceeding comes store strategy,
dependability, lastly saw cost. Result Relapse examination shows that the free factors in the
exploration model clarify
get 51% variety of the reliant variable. Segment qualities like sexual orientation, age,
instruction, occupation, and pay no affect the fulfillment.

Figure 2.2. 1. Picture a, Research model “ FACTORS AFFECTING SATISFACTION ABOUT THE
SERVICE QUALITY OF THE STORE GREEN SHOP IN THE LOCATION OF CITY. HO CHI MINH”.

Source: Author team
Phạm Hùng Cường và Trần Thị Nhật Quỳnh (2021). “FACTORS AFFECTING

SATISFACTION ABOUT THE SERVICE QUALITY OF THE STORE GREEN SHOP IN
THE LOCATION OF CITY. HO CHI MINH”. International Journal of Management and
Economics No. 125-140. Ho Chi Minh city, Vietnam.

10


Cuong Quoc Nguyen and Ngan Pham (2021) research: “The Determinants of Customer Loyalty:
The Case Study of Saigon Co.op Supermarkets in Vietnam”
Purpose: Retailing is one of the quickest developing areas in Vietnam. In seeing unfamiliar
financial backers, the Vietnamese retailing market is extremely planned. Be that as it may, the
current rivalry is extremely concentrated, and retailers are enthusiastic about acquiring new clients.
Henceforth, Vietnamese retailers have focused harder on client reliability. Saigon Co.op is probably
the biggest retailer in Vietnam, however its purchasers have a larger number of decisions than a
retailer. Subsequently, Saigon Co.op has understood the meaning of client steadfastness. This
investigation points to decide the elements affecting client unwaveringness of Saigon Co.op store in
Vietnam.
Result:
From the research discoveries, Saigon Co.op should improve their item quality to upgrade
client unwaveringness. Item quality is the most significant factor to hold clients in the profoundly
cutthroat retailing industry. Saigon Co.op ought to advance its image picture through viable
advertising crusades, which support green drives and focus on green items. Value technique is
additionally a fundamental factor to stay cutthroat in the Vietnamese retailing industry. Saigon
Co.op should keep up the limiting project for its steadfast client as a piece of value procedure. To
upgrade client reliability, administration quality ought to be paid more consideration regarding in
light of the fact that apparent help quality effects purchaser dependability. Saigon Co.op should
execute client relationship the executives across the stores to screen administration quality and
guarantee that all clients get satisfactory assistance quality.

11

Figure 2.2. 2. Picture b, Research framework of “The Determinants of Customer Loyalty: The Case
Study of Saigon Co.op Supermarkets in Vietnam”

Source: Author team
Cuong Quoc NGUYEN, Ngan PHAM / Journal of Distribution Science 19-5 (2021) 61-68
2.2.2. Foreign research.
Mandang Cristo, David P. E Searang, and Federic G. Worang research about “ THE
INFLUENCE OF PRICE, SERVICE QUALITY, AND PHYSICAL ENVIRONMENT ON
CUSTOMER SATISFACTION. CASE STUDY MARKOBAR CAFE MANDO”
Purpose:
This exploration showed that synchronous value, administration quality, and actual climate
essentially impact consumer loyalty. Mostly administration quality and actual climate essentially
impact consumer loyalty and value variable isn't huge effect on consumer loyalty. Administration
quality and actual climate has contributed incredibly to consumer loyalty so the the chief ought to
think about that two elements. These 2 element will brings out the result below
Result:
The aftereffect of this exploration shows that actual climate like embellishment, unrecorded music,
and setting game plan impact essentially the client fulfillment. By giving new environment, for
example, embellish the bistro, giving amusement like unrecorded music giving to client and setting
plan the client will fulfill in light of the fact that these days individuals who come in bistro or eatery
appreciate the food and beverages as well as appreciate the spot appreciate the environment of the
bistro.
Conceptual Framework:

12


Figure 2.2. 3. Picture of the research framework “ THE INFLUENCE OF PRICE, SERVICE

QUALITY, AND PHYSICAL ENVIRONMENT ON CUSTOMER SATISFACTION. CASE STUDY
MARKOBAR CAFE MANDO”

Table 2. 1M.Cristo., D.P.E.Saerang., F.G.Worang (June, 2017). THE INFLUENCE OF PRICE,
SERVICE QUALITY, AND PHYSICAL ENVIRONMENT ON CUSTOMER SATISFACTION. CASE STUDY
MARKOBAR CAFE MANDO.

RESEARCH NAME

RESEARCH’S MODEL

METHOD

AUTHOR

Customer satisfaction
towards service quality
of Bach Hoa Xanh
Grocery Store in Ho
Chi Minh City

SERVQUAL is one of the
mainstream
estimation
devices used to assess
administration
quality
(Parasuraman et al. 1985,
1988,
1991,

1993)
alongside
7
principle
suppositions (H1-H7).

Research methods
are carried out in
two basic parts
below which are
qualitative
research methods
and
quantitative
research methods.

Hồ Đăng Lộc
Học viên cao học
Trường Đại học Sài
Gòn

CUSTOMER
SATISFACTION
RESEARCH
ON
SERVICE QUALITY
AT CO.OP SMILE

The theory proposes to
utilize the model of

significance - level of IPA
to survey administration
quality at the Co.op Grin

Qualitative
TRẦN MINH TÁNH
research method Đại học Mở TP.HCM
(In
order
to
conduct qualitative
research,
the

13


GENERAL STORE

The
Analysis
of
Product, Price, Place,
Promotion and Service
Quality on Customers’
Buying Decision of
Convenience Store: A
Survey of Young Adult
in Bekasi, West Java,
Indonesia.

retail chain, with a bunch
of
assessment
rules
dependent on the help
quality scale. Retail by
Dabholkar et al (1996) and
Nguyen Thi Mai Trang
(2006) in view of the
exploration foundation of
Parasuraman (1985) to
present
new
figures
influencing
consumer
loyalty understanding with
Changes in the retail
market incorporate (1)
Dependability,
(2)
Substantial quality, (3)
Worker connection, (4)
critical
thinking,
(5)
strategy.
SERVQUAL’s
(Barasuraman, Berry, and

Zeithaml
1991,1993;
Parasuraman,
Zeithaml,
and Berry 1994a).

14

author prepares a
qualitative
research table in
consultation with
experts
and
a
number
of
discussion
questions
to
prompt customers
to
provide
additional
information.
information
that
the
topic
is

missing, in order to
achieve
high
discussion results.
Location is at
Co.op Smile store.)
Quantitative
exploration
technique
(This
investigation
utilizes the comfort
testing strategy as
one of the nonlikelihood
samplings which is
an endeavor to get
an example of
advantageous
components on the
grounds that the
examples
are
accessible at the
perfect time and in
the opportune spot.
Absolutely
300
polls were ready
and
conveyed

among
subjects
utilizing
nonlikelihood comfort
examining
technique by direct
way.)

Junio Andreti, Nabila
H Zhafira*, Sheila S
Akmal, Suresh Kumar
President
Business
School,
Jababeka
Educational
Park,
Jababeka,
Cikarang,
Indonesia.


2.3 Research model
2.3.1. Reason why we choose this topic.

2.3.2. Table of content for the model.
On the theoretical basis, an overview of some studies done, especially on the service quality
scale and research questionnaire of asure and Ming, combining qualitative research and the results
of the like scale in 5 levels (1: Strongly disagree, 2: Disagree, 3: Disagree, 4: Agree, 5: Strongly
agree), the author has built up an official scale for five independent variables, including 22

boundaries and scale for 4 minor variables including 4 observed variables.Through reference to the
questionnaire of Assure and Ming, our team has produced a table of factors that affect customer
satisfaction with the service at Bach Hoa Xanh.
Facilities scale (symbol FF): includes six observed variables, denoted from FF1 to FF5,
measuring problems to the equipment used, the equipment of the shelves, the plan is arranged
convenient for customers to move in the store and convenient to shop, some areas create more
convenience for customers to shopsuch as parking lots, public areas, ...
Confidence Scale (symbol CF): includes five observed variables, denoted from CF1 to CF5,
measuring problems related to supermarkets to comply with commitments to customers,
transactions, and Full range of goods for customers to choose from, providing clear cargo
information.
Reliability Scale (symbol RF): includes four observed variables, denoted from RF1 to RF5,
measuring the problems related to the attitude and behavior of supermarket staff to serve customers.
Problem Solving Scale (denoted PF): includes three observed variables, denoted from PF1 to
PF5, measuring problems related to the supermarket's return and settlement of customer complaints
such as how.
Operational Policy Scale (symbolized OF): includes four observed variables denoted from
OF1 to OF5, measuring issues related to high-quality goods supply stores, implementing programs
promotions, member customer care and credit card acceptance
Scale of customer satisfaction on service usage (symbolized by SQ): includes four observed
variables denoted from to SQ5, a general measure of customer satisfaction with services at the store
convenience of Bach Hoa Xanh, customers' assessment of whether RF meets their needs well,
15


customer opinion when Bach Hoa Xanh is the first choice when they buy goods and they are ready
Introduce for relatives no.
Table 3. 1 Table the all 5 Factors for the customers satisfaction research of our group

STT

Factor

Encode

Scale

1

FF1

Modern equipment

2

FF2

Eye-catching decorated shelves

3

FF3

The supermarket has a large enough parking lot

FF4

Clean public area

5

FF5

The layout is convenient for choosing goods

6

FF6

The layout is convenient to travel

7

CF1

Bach Hoa Xanh has done right but what was promised to
you

8

CF2

Bach Hoa Xanh has goods available when you need it

CF3

Bach Hoa Xanh offers a variety of goods

10

CF4

Bach Hoa Xanh provide clear merchandise information

11

CF5

Bach Hoa Xanh commits not to make mistakes in
transactions

PF1

Bach Hoa Xanh staff can answer all of your questions
wholeheartedly

4

9

12
13

Facilities scale

Confidence scale

Scale of
interaction

personal

PF2

Bach Hoa Xanh staff is always available on time when you
need it

16


14

PF3

Shop staff are always ready to serve you

15

PF4

Bach Hoa Xanh staff is always polite to you

16a

PS1

Bach Hoa Xanh is willing to accept returns

16b

PS2

Bach Hoa Xanh resolves quickly your complaints

16c

Scale problem
solving

17

PS3
PS4

Bach Hoa Xanh shows sincerity in resolving complaints

Bach Hoa Xanh resolves quickly your complaints
Bach Hoa Xanh can import goods when it is out of stock

18

PS5

19a

OF1

19b

OF2

Bach Hoa Xanh applies programs on holidays and New
Year

OF3

Bach Hoa Xanh applies attractive promotions

21

OF4

The store has a member customer care policy

22

OF5

Bach Hoa Xanh accepts credit card payments

SQ1

Are you satisfied with the service at Bach Hoa Xanh?

SQ2

Bach Hoa Xanh brings comfort and convenience to you.

20

23a
23b

Operational policy
scale

Service
Quality
Satisfaction Scale

Bach Hoa Xanh offering high quality merchandise

17


24

SQ3

Bach Hoa Xanh convenience store can meet your needs

25

SQ4

Bach Hoa Xanh is your first choice

26

SQ5

You will introduce your loved one to BachHoa Xanh

2.3.2. Research model propose.
Through the process of studying models from previous studies, the author found that there
are many research problems about Customer satisfaction at Bach Hoa Xanh. They almost only focus
heavily on research on certain subjects but forget about the sales and revenue factors more than
creating customer satisfaction and trust. There are some factors in the table that are similar to the
factor in our model so we decided to group them together and as a result we have 7 factors affecting
Customer satisfaction and loyalty. The author has researched this issue through a survey of students
in the University of Ho Chi Minh Technology and Education and other Universities around Thu Duc
district. So our research is one of those worth doing.
Along with the figure, after listening to the reply from all customer experience at Bach Hoa
Xanh convieniece store, our group propose a research model of the affecting Customer satisfaction
with the service quality at Bach Hoa Xanh Convieniece store. Model including 5 factors: (1)
Facilities, (2) Problem solving, (3) Service quality, (4) Operation policy, (5) Confidence.
Drawing model

FACILITIES

PROBLEM SOLVING

COMPLAIN

18


SERVICE QUALITY

EXPERIENCE AFTER USING SERVICE

SASTIFACTION

SATISFACTION

TRUST

OPERATIONAL
POLICY

CONFIDENCE

Figure 2.3. 1. Picture Proposed Research Model by Our Group

2.4. Research Hypotheses.
H1: Facilities have negative and positive relationship with satisfaction.
H2: Solving problem fair and pleased to customer satisfaction.
H3: Positive impact service staff to customer satisfaction.
H4: Buying process is easily for buyers, purchasing accepted cards Ewallet,..etc.
H5: Since its establishment until now, Bach Hoa Xanh has always been committed to putting
customers at the center of all its thoughts and actions. And in order to make the mission of serving
customers better and better, we have made some changes to our online service to improve service
quality, specifically as follows.
H6: Customers loyalty is the result of the high service quality which pleased customers. If they
come back and choose Bach Hoa Xanh it is positive signal.

19


CHAPTER 3: RESEARCH METHODS

3.1. Research process.
To contemplate the fulfillment of understudies learning at Ho Chi Minh City College of
Innovation and Schooling specifically and individuals living at Thu Duc Area when utilizing
administration at Bach Hoa Xanh, the creator has checked the examination issue and targets, in light
of that, significant exploration first, then, at that point continues to gather information by planning
the study and running the investigation results just as proposing ramifications to improve the nature
of Administration quality at Bach Hoa Xanh.
3.2. Scale construction.
Table 3. 2: The scales of the factors in the research model

STT

Factor
1

Encode
Scale
FF1 Modern equipment

2

FF2

3

FF3

4

Facilities scale

FF4

Scoure
Asure and Ming(2016)
Asure and Ming(2016)
Eye-catching decorated shelves
and qualitative results
The supermarket has a large enough
Asure and Ming(2016)
parking lot
Asure and Ming(2016)
Clean public area
andqualitative results
The layout is convenient for choosing
Asure and Ming(2016)
goods
The layout is convenient to travel
Asure and Ming(2016)

5

FF5

6

FF6

7

CF1

Asure and Ming(2016)
The store has done right but what was
and
Qualitative
promised to you
research results

8

CF2

The store has goods available when you
Asure and Ming(2016)
need it

Confidence scale
9

CF3 The store offers a variety of goods

10

CF4

Stores provide
information

11

CF5

The store commits not to make mistakes
Asure and Ming(2016)
in transactions
20

clear

Qualitative results

merchandise
Qualitative results


12

PF1

The store staff can answer all of your
Asure and Ming(2016)
questions wholeheartedly

13

PF2

The store's staff is always available on
Qualitative

time when you need it
results

research

Qualitative
PF3 Shop staff are always ready to serve you
results

research

Qualitative
results

research

14

Scale of personal
interaction

15

PF4 The store staff is always polite to you

16

PS1 The store is willing to accept returns Asure and Ming(2016)

PS2

The store
complaints

18

PS3

The store shows sincerity in resolving
Asure and Ming(2016)
complaints

19

Asure and Ming(2016)
OF1 Stores offering high quality merchandise

research

20

Qualitative
results
OF2 The store applies attractive promotions
Qualitative
results
The store has a member customer care
OF3
policy

research

17

Scale problem
solving

Operational policy
scale
21

22
23

resolves

quickly

your
Qualitative
results

OF4 The store accepts credit card payments
Service quality
Satisfaction Scale

Asure and Ming(2016)

SQ1 Are you satisfied with the service Qualitative
at

Bach Hoa Xanh?
results

21

research

research


Bach Hoa Xanh convenience store can
meet your needs

24

SQ2

25

SQ3 Bach Hoa Xanh is your first choice

26

SQ4

You will introduce your loved one to
BachHoa Xanh

Table 3.2: The scales of the factors in the research model

3.3. Data collection and sample.

The author decided to choose an online survey, the survey was given internally at Ho
Chi Minh University of Technology and Education and people such relatives, friends of
each members in group. The survey obtained 210 forms, of which 210 were valid. After the
analysis, all factors are in accordance with the standard, the cronbach alpha index is above
0.6 (exactly 0.8).
3.4. Data analysis.
3.4.1. Descriptive.

Descriptive statistics are coefficients that succinctly describe or summarize a given
data set, which may be representative of the whole or a sample of a population.
Descriptive statistics are divided into concentration trend measures and volatility
measures. Measures of propensity focus on mean, median, and mode, while volatility
measures include standard deviation, variance, min and max, kurtosis, and skewness.
3.4.2. Cronbach’s alpha analysis.
Cronbach's Alpha test is a test to dissect and assess the dependability of the scale. The
relationship coefficient of the absolute variable is the coefficient for the variable the level of
"linkage" between one noticed variable in the factor and different factors. It mirrors the level
of commitment to the reasonable worth of the factor of a specific noticed variable. As
indicated by Nunnally and Bernstein (1994), a deliberate variable has a variable-all out
relationship (Remedied thing all out connection) ≥ 0.30 then the variable meets the
prerequisites; The scale with Cronbach alpha ≥ 0.60 is a satisfactory scale as far as
dependability out of the assessment factor.
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Norms in testing the unwavering quality of Cronbach's Alpha scale:
- If an estimation variable has the connection coefficient of the all out Amended Thing Absolute Relationship variable ≥ 0.3, then, at that point the variable meets the prerequisites
(Source: Nunnally, J. (1978), Psychometric Hypothesis, New York, McGraw-Slope).

- Level of Cronbach's Alpha coefficient esteem:
+ From 0.8 to near 1: the scale is awesome.
+ From 0.7 to near 0.8: great usable scale.
+ From 0.6 and up: qualifying scale.
When playing out Cronbach's Alpha investigation for a factor, if the Cronbach's Alpha
coefficient of the gathering is under 0.6 and no factor in the gathering has Cronbach's Alpha
in the event that Thing Erased is more prominent than 0.6, it is important to consider
eliminating the entire factor.
On the off chance that the worth of Cronbach's Alpha if Thing Erased a variable isn't an
excess of bigger than the gathering's Cronbach Alpha coefficient (the thing that matters is
under 0.1) yet Revised Thing - Absolute Relationship that variable is more noteworthy than
0.3, think about keeping that variable.
3.4.3. Eploratory factor analysis (EFA).
Exploratory factor investigation (EFA) is a quantitative examination strategy used to
diminish a bunch of numerous related quantifiable factors into a more modest arrangement
of factors (called factors) so they are huge. yet contains the majority of the data substance of
the first arrangement of factors (Hair et al. 2009). Rather than contemplating 20 minor
qualities of an article, you could concentrate just 4 significant highlights, and for every one
of these significant highlights, there are 5 little highlights that are associated with one
another. This saves a great deal of time and cash in the examination cycle.
Measures in the EFA examination:
- Factor loading: Defined as the factor weight, this value represents the correlation
relationship between the observed variable and the factor. The higher the factor loading coefficient,
the greater the correlation between that observed variable and the factor and vice versa.
- Bartlett test has statistical significance (Sig. < 0.05): Bartlett test is a statistical quantity
used to examine the hypothesis that variables are not correlated in the population. In the case of this

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test has statistical significance (Sig. < 0.05), the observed variables are correlated with each other in
the population.
- KMO coefficient (Kaiser-Meyer-Olkin) is an index used to consider the suitability of
factor analysis. The value of KMO must reach the value 0.5 or higher (0.5 ≤ KMO ≤ 1) is a
sufficient condition to factor analysis is appropriate.
- Percentage of variance (>50%): It represents the percentage variation of the observed
variables. That is, considering the variation is 100%, this value shows how much the factor analysis
explains.
- Eigenvalue is a commonly used criterion to determine the number of factors in EFA
analysis. With this criterion, only factors with Eigenvalue ≥ 1 are kept in the analytical model.
3.4.4. Regression.
Regression analysis is a measurable method used to assess the condition that best fits the
noticed result sets of reliant and free factors. Relapse examination permits acquiring the best gauge
of the genuine connection between the factors. From this respectable condition, one can anticipate
the reliant variable (obscure) in light of the given worth of the free factor (known).
3.4.5. T-test, ANOVA.
- The T-test analysis method is used to test whether or not the mean of a single variable is
different from a particular value, with the initial assumption that the mean to be tested is equal to
with a certain number. This t-test method is used for distance or scale scale distortion. We will
discard the original hypothesis when testing our Sig index. less than the confidence level (0.05). In
statistics, there are three common types of t-tests: One-Sample T Test, Independent Samples T Test,
and Pair sample T test.
- Analysis of Variance (ANOVA) is an analytical tool used in statistics that disaggregate
aggregate observed variability found within a data set divided into two parts: systematic factors and
factors random. This ANOVA test technique was developed by Ronald Fisher in 1918.
=> The contrast between t-test and ANOVA is that T-test can just test for factors with two
gatherings of perceptions, while ANOVA can test for factors with at least two noticed factors.

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CHAPTER 4: RESEARCH RESULT
4.1. Descriptive statistic.
4.1.1. Demographics.
Table 4.1. 1Gender:

Frequency
Valid

Percent

Cumulative Percent

0

123

58.0

58.0

1

89

42.0

100.0

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