Title:
CUSTOMER SATISFACTION OF SATRAFOODS CONVENIENCE STORE OF HOCHIMINH CITY: BASIS FOR MARKETING STRATEGY

Authors:
Dr. Nguyen Thien Hung, Dr. Pham Quoc Du, Dr. Nguyen Duc Cong and Dr. Tran Phuc Hai ,Vietnam

Abstract:
If in 2013, the Vietnam retail market in the atmosphere lively competition, in 2014, businesses not only in the fight for open chain stores but by the demands of the market and the growth of online business has posed numerous challenges for enterprises in improving quality of service and changing the business model. Vietnam's retail market is currently dominated by foreign companies and strongest domestic retail companies. The retail concept will make retail wars in Vietnam market became intense, but it is not, itself brought many changes breakthrough and certainly, Vietnam remains potential market retail in the future. This research is mainly focused on the seven hypotheses and issues come from the conveniencestore chain of SATRA. The seven hypotheses are very important to determine the effectiveness of customer satisfaction to the company business. Additionally, the realistic questionnaires and research will be made from different respondents including customers and experts in retail business. In this research, the author would like the readers to read the discussions, evaluations and recommendations about SATRA. The purpose is to evaluate how SATRA can overcome its own problems by improving customer information system, understanding customer insight, and improving seven factors from given hypotheses in Vietnam market and how can its success? The effective strategies also will be applied to develop and maintain the effective improvement of business operation in the SATRA's organization. Besides that, the author will use primary data and secondary data to collect the information and apply questionnaires to do the research according to academic objectives and SATRA's requirements. The methodologies from this research have been chosen from the past brilliant research papers in the last 15 years to collect important and realistic ideas about methodologies that have been used by professional researchers in analyzing and discussing relevant issues.