Title:
FACTORS AFFECTING INDIVIDUAL CUSTOMERS' SATISFACTION WHEN SHOPPING AT CONG QUYNH CO.OPMART SUPERMARKET, HO CHI MINH CITY

Authors:
Tran Kieu Nga , Hoang Thi Hang , Phan Thanh Phong and Chau Quang Tuan ,Vietnam

Abstract:
The main objective of the research is to determine the factors affecting the satisfaction of individual customers when shopping at Cong Quynh Co.opmart, Ho Chi Minh City. To achieve the research objectives proposed, the author has conducted a survey of 285 customers who are purchasing goods and services in the study area. The results of testing the hypotheses of the research model show that there are 05 independent variables that have a positive influence on customer satisfaction when shopping at Cong Quynh Co.opmart including (1) Commodities; (2) Employees; (3) Displaying goods in supermarkets; (4) Safety in the supermarket; (5) Customer care service. Based on the research results, a number of corresponding solutions have been proposed to contribute to improving the quality of goods & services in order to improve customer satisfaction when shopping at Cong Quynh Co.opmart.