VIETNAM ACADEMY OF SOCIAL SCIENCES
GRADUATE ACADEMY OF SOCIAL SCIENCES

LE HUYEN TRANG

RETAIL SERVICE QUALITY
OF SOME SUPERMARKETS
IN HANOI

Major: Business Administration
Major code: 9 34 01 01

SUMMARY OF DOCTORIAL THESIS
IN BUSINESS ADMINISTRATION

HA NOI - 2019


The thesis was completes at
Graduate Academy of Social Sciences

Academic Supervisor: 1. Assoc.Prof. Dr. Nguyen Khanh Doanh
2. Dr. Nguyen Thi Ngoc

Reviewer 1: Assoc.Prof. Dr. Le Thi Thu Thuy
Reviewer 2: Assoc.Prof. Dr. Tran Thi Minh Chau
Reviewer 3: Dr. Duong Ngoc Thanh

The thesis is defended against Academy-level Examination
Board at Graduate Academy of Social Sciences
Time: ………… date………month……….year 2019.

Secondly, synthesize theory and explanation of the theoretical basis of retail
service quality, customer satisfaction and loyalty.
Third, building and testing theoretical and hypothetical models to assess the
status of retail service quality in general business supermarkets in Hanoi.
Fourth, based on the research results, propose a number of solutions to
improve the quality of retail services, improve customer satisfaction and loyalty in
general business supermarkets in Hanoi.
3. Subjects and scope of the study
3.1. Subjects of the study

The research subject of the thesis are defined the retail services quality of a
number of general business supermarkets in Hanoi and the relationship between quality
of retail services with customer satisfaction, customer loyalty.
3.2. Scope of the study
+ Scope of content: The thesis focuses on researching the quality of retail
services with the satisfaction and loyalty of customers at a number of general business
supermarkets in Hanoi.
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+ Scope of time: For primary data: the author collects data in the period
mainly from 2010-2016. For secondary data: the author collects data through a
customer interview during the period from September 2016 to September 2017.
+ Scope of space: According to the internal approach (from the supermarket):
Because many supermarkets are not interested in improving service quality, Big C is the
exception (due to the legal room) present social responsibility and improve service
quality). Other supermarkets hardly have this activity. Besides, the assessment process
of QoS of QoS is only administrative, may not be compatible between the process and
the law. Therefore, the results of in-depth interviews with some supermarket managers
show that this approach is not feasible and does not achieve much results.

of factors affecting the quality of retail services. Adding a perspective on assessing the
quality of retail services, it is to improve the quality of retail services not only
accessible from the outside - customer perception, but also approach from the internal
side - supermarkets.
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In addition to assessing service quality based on customer perception, the
thesis also analyzes the status of retail service quality based on assessments of
supermarket managers. As a result, the assessment of the quality of retail services at
supermarkets will be more complete, the proposed solutions will be seen more
comprehensively from both the supermarket and customers.
Besides, the dissertation also analyzes and points out the experience of
improving the retail services quality of some major supermarkets in the world and
Vietnam. From there, give lessons learned about research issues.
6. The theoretical and practical meaning of the thesis
6.1. Theoretical meaning

Research results of the dissertation serve as a theoretical basis in studying the
situation and proposing solutions to improve the quality of retail services in some
supermarkets in Hanoi.
6.2. Practical meaning

In practical terms, the research results of the thesis can be used as a guiding
document in practical activities as well as teaching research on retail service quality.
7. Structure of the thesis
Apart from the introduction, conclusions, references and appendices, the main
content of the thesis consists of 5 chapters as follows:
Chapter 1: Literature review.
Chapter 2: Theoretical issues about quality of retail services, general business

qualiy and customer satisfaction.
+ The research team studied about the relationship between retail service
quality and customer loyalty.
+ The research group studies about the relationship between the retail service
qualiy and customer satisfaction and customer loyalty.
1.2. Overview of research situation
From the study of the above works, the author has drawn the advantages and
achievements that the works have been achieved, at the same time, analyzing aspects
that have not been studied thoroughly or need further research. save more. Therefore,
the dissertation on "Retail service quality of a number of general business supermarkets
in Hanoi" will clarify the arguments and practices to bring about solutions to improve
research issues.
CONCLUSION OF CHAPTER 1
Retail service qualiy is one of the issues of interest to researchers in recent
years. The study of finding the factors of Retail service qualiy has an important role in
the later evaluation. However, due to different market characteristics as well as
development trends and customer tastes in each country, studies use and apply models
with different factors to assess retail service quality. In addition, studies also show the
positive relationship of service quality to customer satisfaction and loyalty, but the
degree of impact is different. The assumptions set out in this chapter will be solved by
the author in the next chapter.
Chapter 2
THEORETICAL ISSUES ABOUT RETAIL SERVICE QUALITY, GENERAL
BUSINESS SUPERMARETS
2.1. Theoretical basis of retail
2.1.1 The concept and basic characteristics of retail services
2.1.1.1. The concept of Retail
Retailing is a form of direct selling to consumers to satisfy their individual
needs. With retail, goods end the circulation process and go into the personal
consumption sector; Goods value is fully realized.

and safety premises in super Marketing.
2.2. Some basic issues about the relationship between the retail service
quality, customer satisfaction and customer loyalty
2.2.1. The concept of customer satisfaction
Satisfaction formed on customers based on their knowledge and judgment on
products or services that form subjective judgments or judgments. In other words, it is
the psychological feeling of the customer after being satisfied. Besides, the satisfaction
of customers due to the experience accumulated after using the service of the business.
2.2.2. The concept of customer loyalty
Many researchers have given different perspectives on loyalty like Chaudhuri,
Zeithaml, Evanschitzky and colleagues. In general, when customers are satisfied with
the supermarket service, the relationship of customers with supermarkets becomes
attached, they will tend to return to consumption, even buy more. Some studies also
show that satisfaction is an important factor to explain customer loyalty. Because when
customers are satisfied they will tend to use the service more and more often than
unsatisfactory customers, and also introduce, word of mouth to those who know the
service.
2.2.3. The relationship between quality of retail services with customer
satisfaction and loyalty
The researchers provided theoretical and empirical evidence for the
relationship between quality and satisfaction (Cronin and Taylor, 1992 [51], Kim et al
2002 [79]), showing that quality is the premise of satisfaction. Thus, from the point of
view of the above researchers, it can be seen that they agree that service quality directly
and significantly affects satisfaction.
Besides, the studies of Cronin and Taylor, Parasuraman and colleagues (1988)
... show that quality is the main motivation of customer loyalty to loyalty-related
behaviors. In addition, studies have identified positive relationships between
5



Results of analysis of Cronbach's Alpha coefficients show that all scales meet
the coefficient shown in Table 4.10. On the basis of proposing 36 observable variables
to evaluate QoS in general supermarkets in Hanoi, the results show that all scales are
satisfactory with Cronbach's Alpha reliability coefficient as follows: Facilities (0,916)
Merchandise (0.894), trust (0.887), Staff (0.862), Policy (0.863), Customer satisfaction
(0.901) and customer loyalty (0.879). In addition, all observed variables have the lowest
total variable correlation greater than 0.3. In general, the scales are highly reliable and
used to measure research.
Table 4.10. Results of analyzing the reliability of the scale
Cronbach’s
Corrected Item-Total Correlation
Alpha
CSVC

0,916

HH

0,894

TC

0,887

NV

0,862

CS


0,760

0,752

0,796

0,639

HH1

HH2

HH3

HH4

HH5

HH6

0,709

0,767

0,716

0,767

0,686


NV3

NV4

NV5

NV6

0,582

0,720

0,628

0,649

0,719

0,640

CS1

CS2

CS3

CS4

CS5


0,815

0,730
(Source: Author's survey results)

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5.2. Testing the validity of the scale of retail service quality, customer satisfaction,
customer loyalty through EFA and CFA analysis
* Perform discovery factor analysis for variables
Perform the validity test of the scale through exploratory factor analysis (EFA). The
purpose of this is to ensure that the observed variables measure a potential variable.
KMO test results for 30 observed variables for retail service quality are high with a
value of 0.901 (> 0.5) and 6 observed variables for the scale of customer satisfaction
and loyalty. The client's wall is quite high with a value of 0.824 (> 0.5) and Bartlett
testing at a meaningful level of zero (Sig. 0.5.



Confirmatory Factor Analysis for each variable (CFA)
The requirement is χ2 / df <= 5; GFI, TLI, CFI> 0.9; RMSEA
hypothesis testing are improved through the content of Regression Weights.
Table 4.21. The results estimate the causal relationship between the
elements of Research models
r
S.E.
C.R. P
Hypothesis
SHLa

Next to customers' perception of the factors of goods affecting customer satisfaction
more than the impact of trust, facilities and supermarket policies, because of the
estimate of these impacts turn is 0.26; 0.131; 0.094 and 0.059. Next, satisfaction has a
strong impact on customer loyalty with an estimated impact of 0.614. Thus, it can be
seen that the causal relationship of the research model, that is, when customers'
perception of supermarket retail service quality increases, customers will feel more
satisfied, accordingly, Customers tend to want to come back to buy or recommend
others to return to the supermarket.
Table 4.22. Standardized Regression Weights
Estimate
SHLa
SHLa
SHLa
SHLa
SHLa
STTa


5.1.1. Overall assessment of the advantages and limitations of the quality
of retail services of general stores through surveying customers in Hanoi.
5.1.1.1. Advantages
•
Commodity
- Quantity and types of goods: Supermarkets always have full consumer goods
and many items for customers to choose. In addition, general business supermarkets
increasingly expand new types of items to meet customer requirements.
- About goods information: Goods in supermarkets have clear names and
origins, the selling price of goods is clearly stated on the package or listed on the price,
shelf life and duration The warranty is clearly indicated on the product packaging, the
goods sold in the supermarket are clearly stated in the packaging on the packaging ...
•Supermarket staff
- Supermarkets have full staff such as sales staff, cashiers, security guards ... to
meet customer needs.
- The staff at supermarkets are mostly trained in knowledge of goods
information, types of goods ... as well as basic communication skills ...
•
Facilities
- About supermarket location: Large supermarkets are often located in central
locations, densely populated areas, with good traffic locations, large street surfaces,
etc., creating favorable conditions for customers to come to .

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- Regarding the business area and space in the supermarket: the general
business supermarkets meet the requirements for area with each type of supermarket. In
addition, most of the general business supermarkets have functional parts designed
according to standards such as sales area, traffic area of customers, toilets and

goods. In addition, there is a phenomenon of close or overdue use.
- Quality of goods: At some general stores, customers have encountered risks
when buying poor quality goods. In addition, private label products are being sold in
supermarkets but the quality is not as good as the advertiser 's commitment or
commitment, there is no agency to control the goods bearing super - branded goods.
Marketing.

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The reason is that the management, control, inventory is still not close enough,
has not been conducted regularly.
• Supermarket staff
- The first limitation is that the management ministries in general stores have
many limitations. Mostly, they lack experience in retail management, which in turn
leads to poor management of the supermarket.
- In some general business supermarkets, stall employees, marketing staff have
not good knowledge, do not know about the goods information, do not understand the
product or have no knowledge about the product. products to answer customers.
- Besides, supermarket employees lack communication skills, have not shown
interest in customer needs, and have inappropriate behaviors. The cause of this problem
is that in the recruitment process, for the position of salesman and cashier, the company
only has the requirements for appearance and age without the requirement for
qualifications, experience. In addition, the objective cause is due to the fact that the
personnel only works in the seasonal, continuous entry and exit cause difficulties for
the training to be conducted methodically. Besides, supermarket management has not
created an enthusiastic working spirit for its employees, low remuneration regime,
leading to employees not being motivated at work.



changed the price list.
- Regarding other factors: supermarkets need to pay more attention to
customers' shopping bags, goods catalogs and leaflets introducing promotions.
 Supermarket policy
Some customers are not satisfied with supermarket policies such as:
- The policy of receiving or exchanging goods from supermarkets is clear but
when there is a change of repayment activities, customers often face difficulties,
without the interest and enthusiasm of the supermarket.
- Supermarket employees sometimes fail to deliver goods in accordance with
the prescribed regulations such as on-time deliveries, wrong places or refuse delivery to
customers ...
- The forms of sales in general business supermarkets need to be more diverse
in terms of sales such as phone sales, online sales to facilitate customers in shopping.
5.1.2. Overall assessment of opportunities and challenges for improving
the quality of retail services in general business supermarkets in Hanoi
5.1.2.1. Opportunities for improving the quality of retail services in general
business supermarkets in Hanoi
According to experts, the retail industry in Vietnam will be a stable and stable
business for many years to come in the context of large population, prosperous
economic situation, good spending, young population. increased and the speed of rapid
urbanization and the economy is increasingly open to employment, business and
income opportunities. Therefore, there will be many advantages for domestic businesses
to improve their service quality, specifically as follows:
Firstly, Vietnam in general and Hanoi in particular are being evaluated as one
of the most dynamic and attractive retail markets in Asia. Secondly, in 2015, Hanoi had
a total area of 3324.5 km2 with a scale of over 7 million people, the income per capita
in 2015 was about 3600 USD, 1.8 times higher than 2010. Thus, with The growing
population, especially concentrated in urban areas, will create favorable conditions for
people going to supermarkets and using supermarket services more. Thirdly, despite
being an emerging and attractive retail market, Hanoi has a low retail density compared

domestic retail businesses and foreign retailers. Fourth, consumer habits are also a big
challenge for retail businesses. Fifthly, in order to improve the quality of services,
supermarkets also face difficulties in labor issues. Sixth, supermarkets today face
difficulties but have difficulty in accessing or expanding their faces. Business
qualifications such as: Rental costs, rental time, safety security conditions, policies and
actions of management agencies .. Seventh, supermarkets also face difficulties in
accessing capital. , there are no loan packages designed specifically for retail
business ...
Thus, in order for retail businesses in general and general business
supermarkets in particular to improve the quality of retail services, they also have to
face many difficulties and challenges. Therefore, it is required that general business
supermarket managers need to make appropriate policies to improve.
5.2. The trend of developing retail service quality in general business
supermarkets in Hanoi
It can be said that the trend of developing retail service quality in retail
channels in recent years is the increase of supermarkets conscious of sustainable
development. They not only care about the immediate profit but also pay attention to
the long-term goals of the supermarket. Some outstanding trends are as follows:
First, the trend of direct sales supermarket forms will still thrive. Second,
today, customers are more and more interested in quality goods at supermarkets. Third,
payment policies will become more and more diverse. Fourth, the policy of daily

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delivery will become a trend of supermarkets to improve the quality of their retail
services.
5.3. Proposing some solutions to improve the quality of retail services of
general business supermarkets in Hanoi
On the basis of analyzing the status of retail service quality in Chapter 4 as

5.5.1.1. Proposing to the Ministry of Industry and Trade to supplement criteria
for assessing the quality of retail services at general business supermarkets
Proposals to the Retail Association to support general business supermarkets
on capacity building for supermarket management team and supermarket staff
Proposing to the State on ensuring fairness between domestic supermarkets
and foreign invested supermarkets

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CONCLUSION OF CHAPTER 5
Chapter 5 focuses on developing content proposing solutions to improve the
quality of retail services at general business supermarkets based on the situation
presented in Chapter 4. In chapter 5, the author uses SWOT matrix to assess the
strengths, weaknesses and opportunities, challenges to the retail market in Vietnam in
general and in the retail market in Hanoi in particular to serve as a basis for solutions.
From the SWOT matrix analysis, the author has proposed specific solutions to improve
service quality towards customer satisfaction and loyalty such as maintaining and
improving facilities. techniques, improve the quality of goods in supermarkets, improve
employees in supermarkets and improve service policies for customers. At the same
time, chapter 5 also analyzes and sets out some trends in the retail market development
in the coming time to be a premise for petitions with State agencies and specific
solutions for general business supermarkets. well suited. In particular, the author
proposes recommendations to agencies managing supermarkets of general business
supermarkets such as the Ministry of Industry and Trade, Vietnam Retailers Association
to make changes and reforms in policies. The regulation aims to raise awareness as well
as promote retail businesses in general and general business supermarkets in particular
to improve the quality of their goods and services. At the same time, the author wishes
to adopt recommendations and proposed solutions that will help the general business
supermarkets pay more attention to this issue and apply it to the reality of their