The relationship between perceived service quality and customer satisfaction in Vietnams supermarkets

INTRODUCTION BACKGROUND Retailing is one of the most important industries in every economy that helps to facilitate the flow of goods to all economic parties. U. Dineshkumar and P. Vikkraman (2012) have suggested that for a strong, stable and consistently growing economy, a well-organized and efficient retail sector is a must. As regards retailing industry in Vietnam, it has witnessed many a change and chance since Vietnam joined World Trade Organization with a lot of chances for global retailers entering this emerging market. From 2007 to 2012, retailing posted a robust growth rate of 19.2% and recorded a slower rate of 4.3% for the first five months of 2013 due to economic uncertainties. Following the slow-down, Vietnam is also dropped out of the top 30 Global Retail Development Index after occupying the 6th place in 2009 and 23rd place in 2011 (AT Kearneys GRDI , 2013). As stated in the research by Euromonitor International (2013), regardless of the stagnant overall picture, Vietnam retail value sales still shows double digit growth with lots of potentials. That performance is largely attributed to such rapid urbanization at 3% per year with relatively large young population and increase of middle income population. Therefore, some international players such as Casino Guichard-Perrachon SA and Dairy Farm International Holdings Ltd have believed and invested strongly in Vietnam retailing. This is demonstrated through the continuous expansion of their retail network in order to strengthen their position as well to compete with local retailers.

The current market place has become more competitive as customers continually expect retailers to match or exceed their expectations (Wong and Sohal, 2003). As a result, both local and international retailers are all on the way to look for measures to survive in this competition so that stable growth as well as strong brand image will be ensured. RESEARCH PROBLEM With the enormous number of supermarkets growing day by day, it is essential to distinguish one from another in order to attract customers. The reason is that Customers are the purpose of what we do and rather than depending on us, we very much depend on them (Zairi 2000 , Singh 2006). With the question in hand How to orient customers to one particular supermarket instead of others?, managers are of the view that customers satisfaction plays an important role in the success of business. Satisfaction is an overall attitude towards a product provider or an emotional reaction to the difference between what customers expect and what they actually receive regarding the fulfillment of a need (Hansemark & Albinsson, 2004). Satisfaction is positively associated with repurchase intention which is linked to increasing ones likelihood of recommending a product or service, loyalty and probability (Anton, 1996). In the early time of supermarkets, it is the variety and differentiation of products that satisfy the customers. However, the growth of the service industry has elevated the standards of satisfaction. The current market place has become more competitive as customers continually expect retailers to match or exceed their expectations (Wong and Sohal, 2003). With these above-mentioned reasons, maintaining customer satisfaction is crucial for such retailers

as they transact in a highly competitive world (Fonseca, 2009), it leads to the need of determining where customers satisfaction lies. RESEARCH QUESTIONS AND OBJECTIVES This research is to identify, describe specific factors affecting customer satisfaction and explore the relationship among them. The research questions are: What are the significant factors of service quality affecting customer satisfaction?

The research objectives are: To provide a background of Vietnamese retailing sector To assess and adapt RSQS model to Vietnam context To identify factors affecting customer satisfaction in Vietnamese supermarket To measure the impact of each factor on customer satisfaction in Vietnamese supermarket Significance of the study: Provide deep insights for marketers in retailing sector, or especially supermarket, to have proper marketing campaign to increase customers satisfaction

LITERATURE REVIEW

Literature review and theoretical development structure

In the literature review section, we review relevant literature connected to our topic. This will involve bringing up the theories that we are using in our study. We discuss issues on customer satisfaction, retail service quality. From the theories, we will develop the model to fit with the retailing market in Vietnam. Summarily, this theoretical framework will be the guideline for us in answering the research question. Below is the literature review structure and theoretical development.

Customer satisfaction

Service quality

Link between customer satisfaction and service quality

Retailing Service quality dimension

Theoretical framework

Modification

Customer Satisfaction
Early customer satisfaction research typically defined satisfaction as a post-choice evaluative judgment concerning a specific purchase decision (Homburg and Giering, 2001). Kotler (2000), Hoyer & MacInnis (2001) also define satisfaction as a persons feelings of pleasure, excitement, delight or disappointment that results from comparing a product perceived performance to his or her expectations. To put it in other words, satisfaction stands for contentment customers feel by fulfilling their desire or expectation. We can literally state that satisfaction is indicators of how happy customers are when they are using your products or services. It is noticeable that customers satisfaction is always the main concern in every company as the criteria for evaluating the performances. The level of customer satisfaction has been shown to influence attitude and word of mouth communication (Sivadas and BakerPrewitt, 2000); to be a good predictor of future purchase behaviour (Garbarino and Johnson, 1999; Kasper, 1988); to influence profit (Anderson et al., 1994); and, in the long run, to lead to store loyalty (Oliver, 2010). Retailers, therefore, recognize that customer satisfaction plays a key role in a successful business strategy. We can increase customer satisfaction by knowing customers expectations and perceptions of services offered by service providers. In this way, service quality could be assessed and thereby evaluating customer satisfaction.

Service quality
Service quality is a critical factor to all companies since it is most likely to represent an indicator of success in the saturated market. Understanding service quality must involve acknowledging the characteristics of services that are intangibility, heterogeneity and

inseparability, (Parasuraman et al., 1985, p.42), (Ladhari, 2008, p.172). In that way, service quality would be easily measured. Zeitham, Bitner and Glemler (2009) argue that perceptions of service quality are the results of consumers comparisons of expected service with perceived se rvice. Expectation is viewed in service quality literature as desires or wants of consumer that they feel a service provider should offer rather than would offer (Parasuraman et al., 1988, p.17). Perceived service is the outcome of the consumers view of the service dimensions (Gronroos, 1984, p.39). Thus, the gaps between expected and actual service result in dissatisfaction. Therefore, the retailers made every attempt to minimize the so-called gaps by first understanding customers expectation and then delivering exactly those precise expectations. In the retail context, perceptions of service encounters accumulate over time and a customers relationship with an organization are a continuation of exchanges or interactions both past and present (Czepiel, 1990).

Customer Satisfaction versus Perceived Service Quality

There is a subtle distinction between customer satisfaction and perceived service quality. Research shows that even though satisfaction and service quality are close in meaning there is a difference between them; satisfaction is a combination of many elements, which makes it a more general concept, while service quality is focused on the dimensions of service quality (Wilson et al., 2008). Satisfaction is a combination of the following elements: perception of service quality, price, product quality, personal factors and situational (Zeithaml, Bitner & Gremler, 2009. Besides, the difference is also that

satisfaction is a post-decision customer experience, while service quality is not (Caruana, 2002; Oliver, 1993) Zeithaml and Bitner (2006) believe that service quality and customer satisfaction have certain things in common, but satisfaction is generally influenced by service quality. Other researchers such as Martin et al (2008) view customer satisfaction as being influenced by the customer's emotions before, during and after the service is rendered. Interaction with the service provider or the emotional bonding is more important in predicting repurchasing intention than the cognitive part of satisfaction. This link is in line with Saravana & Rao, (2007, p.436) and Lee et al., (2000, p.226) who acknowledge that customer satisfaction is based upon the level of service quality provided by the service provider. However, a multitude of studies have explored this relationship, with many (e.g. Tse and Wilton, 1988 and Halstead et al, 1994) arriving at the conclusion that the direct relationship between perceived service quality and satisfaction is not necessarily strong. Therefore, this research will provide another insight into how strong the relationship between service quality and customer satisfaction is.

Perceived service quality dimensions

Service quality in retailing is different from any other product/service environment. Because of the unique nature of retail service, improvements and measurements of quality in retailing should be approached in a different way. With the rise of retailing industry, many models concerning service quality have been developed to help the retailers to grow in the competitive market. For the purpose of this study, Retail Service Quality Model by Dabholkar et al. (1996) will be adopted since it was developed for retailing industry instead of a general service model.

Retail Service Quality Model (RSQS) composes of five dimensions. The first one is Physical aspects (Retail store appearance and store layout). The second one is Reliability (Retailers keep their promises and do the right things). The third one is Personal interaction (Retail store personnel are courteous, helpful, and inspire confidence in customers). The fourth one is Problem solving (Retail store personnel are capable to handle returns and exchanges, customers problems and complaints). The fifth one is Policy (Retail stores policy on merchandise quality, parking, operation hours, and credit cards)

Mehta et al (2000) conducted a research on service quality in the contexts of supermarkets and electronic good retailers in Singapore. The results showed that RSQS was superior within the context of more good and less service environment, i.e. a supermarket, while SERVPERF was better for a retailing context where the service element becomes more important, i.e. an electronic goods retailer (Mehta et al, 2000).

Besides, Kim et al. (2001) has emphasized that the dimensionality of service quality is not universal across industries or across countries. In Vietnam, Nguyen (2006) tested a model on the relationships between service quality, customer satisfaction and loyalty in supermarkets in HCMC and acknowledged that retail service quality composes of five dimensions: goods assortment, personnel, appearance, physical aspects and safety. From all these analysis, it is highly recommended that RSQS could be applied in Vietnam provided that they are adjusted to the specific context of study.

Development of theoretical framework

Based on the above review, RSQS is employed in this empirical study of service quality in Vietnamese supermarkets. However, from the study conducted in Vietnam (Nguyen, Le 2007), there has been some modification from the original model. Firstly, the two dimensions about personal interaction and problem solving are terms under one phrase as Service personnel. Although, this adjustment is not congruent to the original scale by Dabholkar et al. (1996) in the US, this result is quite consistent with the results of Mehta et al (2000) in Singapore and Nguyen (2006) in Vietnam, in which all items related to personnel (interaction and problem solving) are converged into only one component. Moreover, in this research, the initial 28 items of RSQS model are modified and additional items are included to measure the perceived service quality and customer satisfaction in supermarkets.

Physical Aspects
The concept of physical aspects is defined as the retail store appearance and store layout (Huang, 2009 and Vzquez et al, 2001). According to Aghazadeh (2005), there are three principles of layout including circulation, coordination, and convenience. Firstly,

circulation is taken to mean such factors such as location, size, shape, and character of merchandise that control the traffic flow throughout the store. Secondly, coordination is the ability to control customer movement or predetermined impression on the customer by combining goods and space; and ultimately to create the desired atmosphere. Moreover, the term atmospherics is defined in Kotler, (1973) as the effort to design buying environments to produce specific emotional effects in the buyer that enhance his/her purchase probability. Atmosphere is experienced through the senses, primarily sight, sound, scent, and touch. The atmosphere of the place is more influential than the product itself in the purchase decision" (Kotler, 1973). Finally, convenience is arranging items to cater to various customer needs by emphasizing on the managements policy, the character of the merchandise, and the character of the customers. Sirohi et al (1998:237) found that good store facility design leads to enhanced perceptions of overall merchandise quality and Yuen & Chan (2010) say that physical aspects such as a good store layout and attractive service materials give customers a good impression and attitude towards the store. Yet, particularly in marketing, there is a surprising lack of empirical research or theoretically based frameworks addressing the role of physical surroundings in consumption settings. However, we still propose that there is a positive relationship between physical aspect and customer satisfaction. H1: There is a positive relationship between physical aspects and the satisfaction of the customers when shopping in supermarkets.

Reliability
Reliability refers to the promises given by the store. If the store cannot keep or breaks the promises, it dissatisfies customers and results in negative word-of-mouth. In contrast, when the company is able to keep its promises, it increases customer confidence in the store and creates customer satisfaction and lead to loyalty, (Yuen & Chan 2010:236). The construct of reliability measures the supermarkets ability to deliver the service that has been promised to customers accurately, and without error (Huang, 2009 & Vzquez et al, 2001). It is all about keeping promise, meeting deadlines and providing accurate information to customers. Accurate information includes product prices, correct information regarding the products. Furthermore, the dimension of reliability also covers the ability to have available merchandise when required. Specifically in the supermarket environment, limited availability of stock or long queues refers to the lack of reliability on behalf of the retailer. It has been proved that lengthy waits for the cash register can result in consumers developing negative perceptions and decreased customer satisfaction (Rigopoulou et al, 2008; Grewal, 2003). According to Zinn and Liu (2001), a stock outage can result in the consumer leaving the store and forgoing the purchase to search for the item elsewhere. It is said to be really hard to keep customers satisfied but much easier to dissatisfy customers. Unfortunately for retailers, most consumers do not complain when dissatisfied, they just shop elsewhere (Jackson, 1999). H2: There is a positive relationship between the supermarket reliability and the satisfaction of the customers

Service personnel
For retailers, the customer service by sales personnel is perhaps the most highly visible attribute of the service encounter that can affect consuming intention of customers. Lemmink & Mattson (1998) have emphasized that the degree of personal warmth displayed by service employees towards customers was related significantly and positively to service quality perceptions and customer satisfaction. Service personnel is about interacting and solving the problem of customers. It refers to capability of handling potential problems such as inquiry, complaints from customers, returns and exchanges with willing and polite attitude. This aspect of retailers is measured by the level of courteous, helpful, inspire confidence and trust from employees toward their customers. Overall, in any industry, employee behavior is vital in providing services as employees are the link for the organization with its customers (Lu, Lukoma 2011). Gwinner et al (2005); Liao & Chuang (2004) have suggested that the successful implementation of a companys marketing concept is to an essential degree dependent on the frontline employees because of their direct customer interaction. In Vietnam, friendliness of sale staff is an important competitive factor of supermarket chains regarding Vietnamese characteristics of being friendly and nice. According to Agro Vietnam (2008) 37.4% Vietnamese consumers consider friendliness of staff when they choose a supermarket for shopping. H3: Service personnel has a relation to customer satisfaction.

Policy
Policy refers to supermarkets decision concerning merchandise quality, parking facilities, operation hours, and credit card. Among dimensions, policy is regarded as the most favorable one by the customers (Noel Siu, Jeff Cheung, 2001). Especially, policy significantly impact on overall retail service quality of supermarket in Vietnam (Nguyen Nhat, Nguyen Hau, 2007) Firstly, the merchandise quality is about the wide choice of products and the products with good value. Stores that are perceived as having superior merchandising are likely to be preferred by consumers (Thang and Tan, 2003). The evaluation of the performance of the goods on offer also includes the stores ability to stock a wide range of products; the freshness of meat, fruit and vegetables; the assortment of fresh produce available as well as high quality of private label brands (Vzquez et al, 2001). Failing to meet the expectations of the consumer in any of the aforementioned areas could result in the consumer experiencing lower levels of satisfaction. It has been indicated that continuous complaints of inconsistent produce quality could result in negative perceptions regarding the store (Bruhn and Grebitus, 2007) and hence lead to reduced levels of satisfaction. In the case of Vietnam, merchandise quality is a very important competitive factor of supermarket chains when 94% Vietnamese customers care about quality of products in stores (Agro Vietnam,2008). Secondly, operating policy is another considerable dimension (Retailing research council Asia by IBM, 2007). Shoppers tend to excel in quality of service, particularly in terms of opening hours and ease of purchase (Overall report by IPSOS BELGIUM, 2009). Convenient operating hours and parking lot positively affect service quality of retail in

Vietnam (Nguyen Nhat, Nguyen Hau, 2007). Moreover, the research of Food consumption in Hanoi and HCMC showed that 74.8% of Vietnamese consumers consider parking facilities when they choose a supermarket for shopping (Agro Vietnam, 2008). H4: Store policy has a direct effect on customer satisfaction within the supermarket sector.

Physical aspects

H1

Reliability
Service Personnel

H2

H3

H4

Customer satisfaction

Policy

RESEARCH METHODOLOGY 1. Project Philosophy Choosing and adopting a philosophical position is one of the most crucial step at the beginning starting the research which impacts directly to researchers assumptions as well as their viewpoints. In our research, weve adopt Pragmatism as the project philosophy. According to Kelemen and Rumens, 2008, pragmatism asserts that concepts are only relevant where they support action which means different views are taken and the most appropriate positions, methods or approaches are chosen to support the study and to release those most accurate answers for project questions. In this paperwork, we accept both interpretivism and positivism. Positivists consider there is a single, external and objective reality to any research question regardless of the researchers belief (Carson et al. 1988; Hudson and Ozanne 1988). Data and number are the most crucial factors; statistical and mathematical techniques are used as the main research methods. In contrast, interpretivism accepts there is more than one reality and more than a single methods to assess those realities. According to Lincoln and Guba (1985), the multiple reality means that it is difficult to measure, interpret as they depend on other systems for meanings. The knowledge generated from interpretivism is perceived through socially constructed and subjective interpretations (Carson et al. 2001; Hudson and Ozanne 1988). During research process, we will rely on quantitative data to assess the relationship between perceived services and customer satisfaction. However, the source of data is from customers which is socially constructed and possibly has subjective opinions.

In a word, after assessing pragmatism, interpretivism and positivism, our research adapt pragmatism as we will have more changes to approach problems under different views and increase the reliability and accuracy of our results. 2. Nature of research This research is mainly descripto-explanatory study. First, it is necessary to have a clear picture of the topic and describe characteristics of a phenomenon, namely customer satisfaction. The research seeks to indentify relevant factors affecting customer satisfaction to answer research questions. Besides, explanatory nature also emphasizes on studying the relationship between variables by subjecting the data to statistical tests such as correlation to get a clearer view of the relationship (Mark et al, 2012) 3. Research design Both qualitative and quantitative are used during the research project: but we tend to emphasize more on quantitative method. Quantitative method is used to predict phenomenon with measurable variables (Leedy & Ormrod 2001). It is generally associated with deductive approach in which theory is tested (Mark et al, 2012). We decide to use it because firstly, it is appropriate to answer research question of identifying various factors. Secondly, it helps to measure variables derived from RSQS model and gives the findings more reliability and validity. Thirdly, because of time constraint, quantitative method is preferred. Nevertheless, the purpose of qualitative research is to explore factors affecting customer satisfaction and their items. These dimensions and items are adapted from Allaway et al (2011).

On the other hand, qualitative method is also applied in pre-test section, namely initial exploratory discussion to get agreement on scope of the project and gain some contextual data. These data are analyzed qualitatively to get a general view of important internal and external issues. 4. Data Collection a. Primary data There are two sources of data for research, namely primary and secondary data. Secondary data is gathered from previous studies through various sources such as articles, internet, organizations database, government surveys and enterprises. The advantage of secondary data is time saving and inexpensive in comparison with primary data. However, secondary data may not suitable to a specific research since they are conducted for another study with different objectives (Ghauri & Gronhaug, 2007); in other words, they are just applicable in specific cases. In this research setting, survey techniques were used to answer the research questions, which were based on a structured questionnaire. Moreover, researchers should use secondary data as reference tool for the first step before proceeding with their own research. b. Research scope The research is designed to examine customer behaviors in two biggest of retailers in Hochiminh City, Vietnam: Coop Mart and BigC. Target participants of this study are females aged 25-49 who at least have visited Coop Mart and BigC once every two weeks. This group is chosen as representative sample as they are the dominant customers of retailing stores who regularly shop for family and self needs.

c. Sample selection As this is a cross-sectional study, most of the academic studies are cross sectional. Cross-sectional studies need less time to be completed. The researchers also have limited time to complete their research work and financial resources. A convenience sampling is adopted to select the respondents in this research. By convenience sampling technique, researchers refer to a technique that goes for the sample that is available in the light of easy access (Bryman & Bell, 2007, p.197). As convenience samples are generally the cheapest and easiest to conduct. Convenience sampling is most often used during the exploratory phase of a research project and is perhaps the best way of getting some basic information quickly and efficiently. The researchers used questionnaire as a tool for data collection because this method assists to increase response rate (Saunders et al 2000). To be more specific, the respondent will be selected based on the following criteria. They are female at the age of 25 to 49 and visit the supermarkets at least once per two weeks in two biggest supermarket chains: BigC and Coopmart. Offline survey will be conducted in the neighborhood of these two target locations with the admission of the supermarkets. At the same time, online survey will also be implemented to ensure the targeted respondents. The researchers did the survey in different time during a day, which includes the busy hours and less busy hours of fours stores in order to get more reliable questionnaire results. The sample size will be estimated by following method.

Explanation

Figures

Female population in Ho Chi Minh in 2013 4.034.000

Proportion of 25-49 age of female in total 19.19% population (calculated by 17551460[female in this age]/ 92477857[total population])

Female at the age of 25-49 in Ho Chi Minh

773.987

Sample size at 95% confidence level and 384 5% margin of error With response rate (80%) 480

The questionnaire was self-administered for the online survey. The rational for this data collection method is based on the theory that respondents are more attentive to the task of completing a questionnaire and provide the more meaningful responses when they are contextualized in the environment that they are evaluating (Dabholkar et al., 1996). However, with the offline survey, research Assistants were assigned to the stores to help customers to administer the questionnaires.

d. Design of survey questionnaire Data were collected by means of a structured questionnaire. The questionnaire consisted of two sections, A and B. In section A, Of the 28 items in original RSQS, there will be a modification process by eliminating or adding some items to make it fit with Vietnam market. All statements were created based on the four main dimensions of Retail Service Quality Scales that are physical dimension, reliability, service personnel and general policy of the store. All the questions are multiple-choice and close-ended questions. Because of being closed-ended and multiple-choice in nature the results of the questions are easy to compare, tabulate and analyze easier. Closed questions offer efficiencies to researchers. They are certainly easier to analyze and are usually quicker to administer and ask. Thus, they are often used in large samples and in self-completion interviews. The consistency in the response categories allows trends to be tracked over time if the same questions are used. All items were measured using a five point Likert scale, from 1-Strongly disagree to 5- Strongly agree. Section B of the questionnaire is pertaining to respondent profile which includes the demographic data as age and the frequency of visiting sore store. This section will provide recovered practical implications for the retail managers and additionally find out the difference or similarities in the perception of the overall service quality between customers according to different ages. Applying those supplementary questions about age, frequency of visiting the store the researchers will be able to provide better and unbiased recommendations to the retail managers.

e. Pilot study With an aim of getting the best results from the survey method, a pilot study was made and carried out prior to the actual study. It can be argued that the pilot study is a useful tool in determining how adequate the questions and the instructions are (Dahmstrom, 2005, pp. 143-145). A pre-test with a sample of 20-questionnaire was conducted. This is the process that we make the questionnaires more approachable and clear for respondents. 5. Research limitations This paperwork describes several factors affect customers satisfaction at selected Hochiminh retailing stores, especially supermarkets (Coop Mart and BigC), customers behavior in other type of retailing stores such as convenient stores, shopping malls might be incompatible with this study. Customers behavior is also different from areas to areas; customers in Hochiminh City have different shopping patterns, responses to people in Hanoi, Danang Regards to target participant in the research, we only examine 25 -49 year-old female which might reduce the diversity of data. Due to time and capabilities limitation, those restrictions are inevitable. However, by selecting the most dominant and representative evaluating objects, we have confined those restrictions to its affects. Therefore, it is supposed that those limits was not necessarily so damaging to our group dissertation. In further researches, to overcome those limitations, we suggest researchers to examine at bigger scale, evaluate more groups of customer and at other types of retailer.

Appendix Modification of individual items in RSQS model Dimension 1 Physical Aspects Sub-Dimension 1 Appearance 1. The store has modern-looking equipment and fixtures 2. The store and its physical facilities (trial rooms and restrooms) are visually attractive 3. Materials associated with this stores service (such as shopping bags, loyalty cards and catalogs) are visually appealing 4. The store has clean, attractive and convenient physical facilities (restrooms, fitting rooms) Sub-Dimension 2 Convenience 5. The store layout at this store makes it easier for customers to find what they need 6. The store layout at this store makes it easier for customers to move around in the store Dimension 2 Reliability Sub-Dimension 3 Promises 7. The supermarket makes sure the customers do not have to queue too long at the cash register 8. The supermarket provides its services at the time it promises to do so (for example delivery service) Sub-Dimension 4 Doing-it-Right 9. The supermarket performs the service right all the time, especially the first time 10. The supermarket has merchandise available when the customers want it

11. The supermarket insists on error-free sales transactions and records Dimension 3 Service personnel Sub-Dimension 5 Inspiring confidence 12. Employees in the store have the knowledge to answer customers. 13. The behavior of employees in this store instills confidence in customers Sub-Dimension 6 Courteous/ helpfulness 14. Employees in this store tell customers exactly when services will be performed 15. The employees in this store give prompt service to customers. 16. This store gives customers individual attention 17. Employees in this store never too busy to respond to customers requests 18. Employees in this store are consistently courteous with customers Sub-Dimension 7 Problem solving 19. This store willingly handles returns and exchanges. 20. Employees of this store are able to handle customer complaints directly and immediately. 21. When a customer has a problem, this store shows a sincere interest in solving it. In this dimension, Customers feel safe in their transactions with this store is eliminated since its meaning is similar to the item in reliability dimension This store insists on error-free sales transactions and records. Besides, employees in this store treat customers courteously on the telephone is also not included. This decision is due to the fact that we consider service personnel as the direct interaction of sales staff with customers inside the store. In order to not to make respondents in survey confused, it has been eliminated. This exclusion is also confirm by Yaghi (2010) and Nguyen & Le

(2007). After combing the aspect Personal interaction and Problem solving into Service personnel, there will be three sub-dimension in this dimension including: Inspiring confidence, courteous/ helpful and problem solving. Dimension 4 Policy 22. This store offers high quality merchandise 23. This store provides plenty of convenient parking for customers 24. This store has operating hours convenient to all their customers 25. I am satisfied with the general price level of merchandise at this store 26. This store provides a good value for the money In this dimension, two items, including this store accepts all major credit cards and the store has its own credit card , are eliminated. This comes from the cash culture in Vietnam. In fact, just 20% of the population over the age of 15 is considered banked today, according to the latest figures from Euromonitor International. As a result, more than three-quarters of all consumer payments are made with cash versus card or electronic payments. Furthermore, two items, which have been adopted from Allaway et al. (2011, p. 194), have been added to the model. From the research by AC Nielsen Shopper trend 2013, the value for money segment is still dominant with customers buying product for promotion at 50%, 41% and 36% for household care, personal care and food respectively. While supermarkets deal mainly with FMCG and other goods, it requires to put additional items into the original models.