CUSTOMER SATISFACTION ON SERVICE QUALITY OF CONSUMER GOODS RETAILERS: EVIDENCE FROM VIETNAM

The purpose of this research is to determine the factors affecting customer satisfaction on service quality of consumer goods retailers in Vietnam. Research model and assessment scale are based on theories and previous research studies.Data, after collected, are processed by SPSS software 20.0. The results of the exploratory factor analysis (EFA) of independent variables at the first time show that 10 factors are found. However, EFA should be analyzed the second time to get rational results and 9 factors are found with 30 observed variables. Then, the regression analysis is conducted with results that only 5 factors are found to have a positive impact on customer satisfaction on service quality in the following order: (1) Product quality with the highest value of standardized regression coefficient (standardized beta coefficient = 0.464, sig. = 0.000), (2) Brand image (standardized beta coefficient = 0.306, sig. = 0.000), (3) Price perceived (standardized beta coefficient = 0.151, sig. = 0.000); (4) Promotion (normalized beta coefficient = 0.142, sig. = 0.000), (5) Employee (standardized beta coefficient = 0.118, sig. = 0.003). Additionally, the coefficient is also statistically significant in the model with the value of - 0.353 and sig. is 0.040. Supermarket managers in Vietnam can refer the results of this research to build development strategies for their supermarkets to improve customer satisfaction on service quality