| Author | Ngo Thi Bich Lien |
| Note | A project study 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 | Saigon Co.op retail supermarket chain is now one of the best retailers in Vietnam welcoming thousands of customers to visit and shopping at its supermarkets and convenient stores. This study will focus on the service strategy of Saigon Co.op as it has to enhance its customer service in order to keep the Number 1 position in the Vietnam retail market.
This study investigates and analyse factors effecting to customer loyalty to Saigon Co.op and examine what forms up the customer loyalty for Saigon Co.op retail supermarket chain.
In this study, the author will use a quantitative approach by using questions to collect data in order to get the effects of being customer oriented on the service performance perceptions such as service quality, customer satisfaction and service value as well. The responses from 250 consumers who visited and shoppinged at Saigon Co.op retail supermarket chain in Ho Chi Minh City indicate that the customer orientation is directly involved to customer evaluations of physical products, employee service performance and services capes. Besides, the indirect effects on service quality, value attributions customer satisfaction and outcome behaviours of customers and Saigon Co.op employees are also reported. |
| 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 Wattannasuwan |
| Scholarship Donor(s) | Saigon Co.op
|