| Author | Dang Thi Hanh Dung |
| Note | A project submitted in partial fulfillment of the requirements for the
degree of Master of Business Administration (Executive) in
International Business – Management of Technology (VN), School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | The retail system chain of Saigon Co.op has been operating most of provinces and large
cities in Vietnam, especially in Ho Chi Minh market. Its turnover is accounting for 90.4% of
the total sales of Saigon Co.op. Understanding the importance of impact of political,
economic issues, competitions and even Vietnamese consumer culture on the retail activity
of Saigon Co.op, the company continuously innovate and develop to not only meet demand
of customers but also achieve competitive capability in this retail market. Thus, improving
customer service is one of core strategies of Saigon Co.op
The market of Vietnam in general and Ho Chi Minh City in particular now has a lot of fierce
competitions, especially in the retail activities for local companies and foreign companies.
Therefore, Saigon Co.op needs to consider the customer’s evaluation on the quality and
services to keep its loyal customers and attract more new customers. This is one of the
elements to keep good service and increasingly development in business.
Quantitative approach to gather critical data is used in this final project. This purpose is to
survey and understand customer satisfaction degree including service quality as well as
service value. |
| Year | 2014 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Chairperson(s) | Bechter, Clemens;Donyaprueth Krairit |
| Examination Committee(s) | Kritsadarat Wattanasuwan;Tocquer, Gerard |
| Scholarship Donor(s) | Saigon Co.op |