Evaluating the Impact of Store Attributes on Customer Satisfaction, Purchase Intention and Customer Attitude Toward Retailers. A Case Study of Modern Retail Stores in Vietnam
| Autor: | Tran Thanh Thuy, 陳清水 |
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| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 In Vietnam, the retail value sales slowed down in 2012 due to unstable state of Vietnam’s economy, including the country's high inflation rate and interest rate. Despite of this, Vietnam retail value sales still shows double digit growth due to rapid urbanization, relatively large young population and increasing middle income population. Due to Vietnam's economic difficulties, both grocery and non-grocery retailers used a range of strategies to encourage consumers to purchase their products. At the present, the modern retail channel accounted for 20% of the domestic retail market, but has great growth potential, expected to 2020 will account for 40% of the retail market share in the country. The business strategy building is very important for enterprise. In this study, there are five dimensions including product, people, price, physical evidence and process are used to evaluate the impact of retail store attributes on customer satisfaction, customer attitude toward retailers and customer purchase intention. This study used quantitative method to analyze the collected. When 287 of the 300 questionnaires were collected, the result was generated by two statistic software, the Statistics Package for Social Science (SPSS) version 16 and Amos version 20.0. In addition, relationships between variables were examined by descriptive statistics, confirmatory factor analysis (CFA) and structural equation modeling (SEM). The results show that customer satisfaction, customer attitude toward retailers and customer purchase intention were significantly directly influenced by store attribute when customers purchase goods from convenience stores and mini-marts. Moreover, the results also suggest that customer attitude toward retailers plays an important role in driving customer satisfaction and customer purchase intention. This study indicates that there are significant relationships among store attribute, customer satisfaction, customer attitude toward retailers and customer purchase intention with strong theoretical and empirical support. Therefore, this study can be applied for convenience stores and mini-marts managers. The result can be useful for all types of retailers who provide both physical merchandise and services. Keyword: store attributes, customer satisfaction, customer attitude toward retailers, customer purchase intention. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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