FACTORS AFFECTING THE MARKET SHARE OF THE RETAILERS: EVIDENCE FROM VIETNAM

This research focuses on the analysis of factors affecting the market share of retailers in Vietnam. This research uses the 5Ss model of e-marketing to analyze, including Sell, Serve, and Speak, Save, Sizzle. Both methods of quantitative and qualitative will be used to conduct the study. In this study, the researchers collected information of customers, managers, directors in 25 retailers in Vietnam. In each retailer, the researcher delivered survey questionnaire to 15 people who are customers, managers and directors. The total number of survey questionnaires delivered is 375 and 360 survey questionnaires were collected. Research results showed that Cronbach's Alpha of 05 factors affecting the market share of the retailers is Sizzle (0.885), save (0.779), Sell (0.757), and Serve (0.709) and Speak (0.708). This research has proposed some implications for the market share of retailers, including technology enhancement for full message delivered, approaching to target customers, improvement of product diversity