| Summary: | 碩士 === 亞洲大學 === 經營管理學系碩士班 === 101 === Vietnam is one of economic development, political stability, with high density of population. After joining the WTO, foreign investors are very interested in the Vietnamese market, especially in the retail market. Domestic and foreign investors continue to expand its forces. Face of competitor’s marketing strategy, Supermarkets how to understand customer's demand, provide high quality services and attract more customers.
Levy and Weitz retail strategy in 2008 that the retail portfolio (Retail Mix) six dimensions was used as the groundwork for this study, collected data was analyzed provided by 400 customers from BigC supermarket in Vietnam to understand the variation between importance and satisfaction of service quality. According to the results Importance - Performance Analysis (IPA), this study provided a reference value for the supermarket retailers to develop marketing strategies for future.
In addition, the results of this study showed that the most consumer visit the supermarket in the age range from 21 to 30 years of age, and mostly are female ones. Furthermore, the result of IPA showed, “Fast check-out”, “Friendly salespeople”, “When solve customer complaints the staff attitude is sincere and courteous”, “When I complained about poor service, the salespeople can communicate with me and give me a satisfactory answer”, “Customer’s benefit is the most importance” and “Salespeople have a training before work” were the entrepreneurs of supermarket need to improve their services urgently.
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