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Tóm tắt :With a population of 91 million consumers and economic growth rate averaged 6.37 percent from 2000 until 2012, Vietnam has been an attractive foreign investment destination. Moreover, consumer preference has been changing along with higher income, becoming sophisticated and improving living standard in recent years. In addition, Nguyen, Nguyen, and Barrett (2007, p. 228) claim that “little has been paid to transitional markets like Vietnam, where supermarkets are still a new retailing system, appealing primarily to upper class consumers in urban areas of the country”. Therefore, supermarket retailers have to take advantage of new innovations to create their competitive advantages. When a customer goes shop at certain supermarket, what make him/her keeping buying? And what are factors affecting his/her loyalty? The retailers had to find out the answer to identify appropriate strategies for achieving their own goals. Based on that, the study was carried out to reveal the impact of service quality, product quality and assortment, layout, perceived price fairness, and convenient location on shopper loyalty. The study was conducted by the survey questionnaire. A sample of 420 consumers are living and working in Ho Chi Minh City. The result revealed that service quality, product quality, perceived price fairness, and convenient location have positive relationships with shopper loyalty.
UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Lam Hoang Vu ANTECEDENTS OF SHOPPER LOYALTY IN THE VIETNAMESE SUPERMARKETS MASTER OF BUSINESS (Honours) Ho Chi Minh City – Year 2012 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Lam Hoang Vu ANTECEDENTS OF SHOPPER LOYALTY IN THE VIETNAMESE SUPERMARKETS ID: 60340102 MASTER OF BUSINESS (Honours) SUPERVISOR: DR. NGUYEN THI MAI TRANG Ho Chi Minh City – Year 2012 Running head: ANTECEDENTS OF SHOPPER LOYALTY i ANTECEDENTS OF SHOPPER LOYALTY IN THE VIETNAMESE SUPERMARKETS LAM HOANG VU UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business ANTECEDENTS OF SHOPPER LOYALTY ii ACKNOWLEDGEMENTS I would like to express my sincere thankfulness to my research advisor, Dr. Nguyen Thi Mai Trang, who made me believe in myself and gave me the possibility to complete this thesis. Her guidance helped me in all the time of research and writing this thesis. I am sure that this thesis would not have been possible without her support. I also thank Prof. Nguyen Dinh Tho. I am extremely grateful and indebted to him for his expert, valuable guidance, insightful comments, and encouragement extended to me. I would like to express my gratitude to all ISB staffs that supported necessary materials and helped summit my papers. Especially, I would like to give my special thanks my family for supporting me spiritually throughout my life. Lam Hoang Vu Ho Chi Minh City, December 29, 2012 ANTECEDENTS OF SHOPPER LOYALTY iii ABSTRACT With a population of 91 million consumers and economic growth rate averaged 6.37 percent from 2000 until 2012, Vietnam has been an attractive foreign investment destination. Moreover, consumer preference has been changing along with higher income, becoming sophisticated and improving living standard in recent years. In addition, Nguyen, Nguyen, and Barrett (2007, p. 228) claim that “little has been paid to transitional markets like Vietnam, where supermarkets are still a new retailing system, appealing primarily to upper class consumers in urban areas of the country”. Therefore, supermarket retailers have to take advantage of new innovations to create their competitive advantages. When a customer goes shop at certain supermarket, what make him/her keeping buying? And what are factors affecting his/her loyalty? The retailers had to find out the answer to identify appropriate strategies for achieving their own goals. Based on that, the study was carried out to reveal the impact of service quality, product quality and assortment, layout, perceived price fairness, and convenient location on shopper loyalty. The study was conducted by the survey questionnaire. A sample of 420 consumers are living and working in Ho Chi Minh City. The result revealed that service quality, product quality, perceived price fairness, and convenient location have positive relationships with shopper loyalty. ANTECEDENTS OF SHOPPER LOYALTY iv TABLE OF CONTENTS ACKNOWLEDGEMENTS II ABSTRACT III CHAPTER 1: INTRODUCTION 1 1.1. BACKGROUND 1 1.2 RESEARCH PROBLEMS 2 1.3 RESEARCH QUESTIONS AND OBJECTIVES 3 1.4 RESEARCH DELIMITATION 3 1.5 THESIS STRUCTURE 3 CHAPTER 2: LITERATURE REVIEW 4 2.1 SHOPPER LOYALTY 4 2.2 THE ANTECEDENTS OF SHOPPER LOYALY 5 2.2.1 Service quality 5 2.2.2 Product quality and assortment 6 2.2.3 Layout 7 2.2.4 Perceived price fairness 7 2.2.5 Convenient location 8 2.3 RESEARCH MODEL AND HYPOTHESES 8 CHAPTER 3: METHODOLOGY 10 3.1 RESEARCH PROCESS 10 3.2 MEASUREMENT SCALES 11 3.2.1 Shopper loyalty 11 3.2.2 Service quality 11 3.2.3 Product quality and assortment 12 3.2.4 Layout 12 ANTECEDENTS OF SHOPPER LOYALTY v 3.2.5 Perceived price fairness 13 3.2.6 Convenient location 13 3.3 QUALITATIVE RESEARCH 13 3.3.1 Sampling 14 3.3.2 Data collection 14 3.3.3 In-depth interviews result 14 3.4 SAMPLING METHOD 15 3.4.1 Sampling 16 3.4.2 Data collection 16 3.5 DATA ANALYSIS METHODS 16 3.5.1 Cronbach’s alpha 16 3.5.2 Exploratory Factor Analysis (EFA) 17 3.5.3 Multiple Regression Analysis 18 CHAPTER 4: DATA ANALYSIS AND RESULTS 19 4.1 DESCRIPTIVE ANALYSIS 19 4.2 MEASURE ASSESSMENT 20 4.2.1 Cronbach’s alpha 20 4.2.2 Exploratory factor analysis 21 4.3 HYPOTHESES TESTING 23 4.4 TESTING THE EFFECTS OF DEMOGRAPHIC VARIABLES 24 4.5 DISCUSSION OF FINDINGS 25 CHAPTER 5: CONCLUSION AND IMPLICATION 29 5.1 CONCLUSION 29 5.2 MANAGERIAL IMPLICATIONS 30 5.3 LIMITATION OF STUDY AND FUTURE RESEARCH 31 REFERENCES 33 ANTECEDENTS OF SHOPPER LOYALTY vi APPENDICES 38 Appendix A: Questionnaire 38 Appendix B: Codified Variables 40 Appendix C: First Time Running – Eigenvalues 44 Appendix D: First Time Running – Factor Loadings 45 Appendix E: Second Time Running – Eigenvalues 46 Appendix F: Second Time Running – Factor Loadings 47 Appendix G: Third Time Running – Eigenvalues 48 Appendix H: Charts of Testing Hypotheses 49 Appendix I: Result of Affecting of Demographic Variables 51 LIST OF FIGURES Figure 2.1: A Conceptual Model 8 Figure 3.1: Research Process 10 Figure H.1: Histogram of Shopper Loyalty 49 Figure H.2: Normal P-P Plot of Shopper Loyalty 49 Figure H.3: Scatterplot of Shopper Loyalty 50 ANTECEDENTS OF SHOPPER LOYALTY vii LIST OF TABLES Table 3.1: Scales of Shopper Loyalty 11 Table 3.2: Scales of Service Quality 12 Table 3.3: Scales of Product Quality and Assortment 12 Table 3.4: Scales of Layout 13 Table 3.5: Scales of Perceived Price Fairness 13 Table 3.6: Scales of Convenient Location 13 Table 3.7: Cronbach’s Alpha Reliability Coefficient 17 Table 4.1: Sample Description 19 Table 4.2: Reliability Analysis 20 Table 4.3: Factor Loadings 22 Table 4.4: Results of Pearson Correlation 23 Table 4.5: Results of Standard Multiple Regression 24 Table 4.6: Creating and Recoding Variables 24 Table 4.7: Results of Hypotheses Testing 26 Table I1: Model Summary of Testing Male 51 Table I2: Model Summary of Testing Younger 51 Table I3: Model Summary of Testing Student 51 Table I4: Model Summary of Testing Low Income 52 ANTECEDENTS OF SHOPPER LOYALTY 1 CHAPTER 1 INTRODUCTION This chapter introduces the background of the Vietnamese supermarket industry as well as the status of shopper loyalty. The research questions and objective are proposed to explore the factors determining customer loyalty. Based on these, research delimitation is proposed and thesis structure is presented. 1.1. Background According to “Vietnam Retail Analysis (2008-2012)” (2010), the researchers claimed that “fast pace growth in Vietnam’s retail market has made the country an attractive destination for multinational retailers. Vietnam holds the 4 th position among 30 countries attracting foreign investors. As per the WTO agreement, the government has removed limitation on capital invested by the foreign investors.”. “The value of retail sales in Vietnam has rapidly risen over the past few years”. “The retail sales are expected to surge at a CAGR of around 20% during 2010-2012.” C. V (2012) states that although the nation has faced a difficult year, the retail market in 2011 still grew and made up 15-16 percent of Vietnam’s GDP with an increase of 29.3 percent over the previous year. Currently, there are approximately 900 supermarkets, shopping malls, and convenience stores, along with a system of 9,000 traditional markets in Vietnam. Moreover, the spending and consumption habit of Vietnamese people has change a lot in the last few years. As stated in “Vietnam Retail Market Forecast to 2014” (2012), “the modern retail channels are expected to play a crucial role in future growth”. Moreover, it is estimated that the retail sale will continue to grow at a CAGR of around 26% during 2012-2015. In addition, the report also mentioned that Vietnam is one of the world’s five most lucrative retail markets. Therefore, Vietnam’s retail market will attract a number of foreign investors as well as international brands. These researches have pointed out that Vietnam has been considered to be one of the most potential markets in Asia. In addition, foreign firms (like Big C, Metro) have been [...]... is the predictor entered into the equation in a single step ε: is the residual Moreover, Meyers, Gamst, and Guarino (2006, p 161) introduced the value of R2 indicating how much variance of the dependent variable is accounted for by the full regression model Therefore, the higher the value of R2, the greater the explanatory power of the regression equation (Hair et al., 2010) ANTECEDENTS OF SHOPPER LOYALTY. .. Finally, the researcher recorded the results of in- depth interview 3.3.3 Results Details are as follows: In measurement scales of shopper loyalty: The item of “I trust this store” and the item of “I have faith with this store” had similar meanings So, the item of “I have faith with this store” was eliminated ANTECEDENTS OF SHOPPER LOYALTY 15 The item of “I feel loyal to this store” and the item of “I... supports the findings of Yuen and Chan (2010) that service quality is significant to shopper loyalty conducted in retail industry in Hong Kong Moreover, it is also consistent with the findings of Nguyen et al (2007) that employee services as one of the dimensions of supermarket attributes has a direct impact on shopper loyalty In there, the item of “this store has friendly employees” is the highest loading... “I am emotionally attached to the store” had similar meaning Therefore, the item of “I am emotionally attached to the store” was discounted The item of “I am very committed to this store” and the item of “I have a sense of belonging to this store” had similar meaning So, the item of “I have a sense of belonging to this store” was eliminated The meaning of the item of “I encourage my relative and... conceptualizations of customer loyalty: “as primarily an attitude that sometimes leads to a relationship with the brand”, “as mainly expressed in term of revealed behavior”; and “ buying moderated by the individual’s attitudes” In short, customer loyalty is one of the most important issues of the firms The customer will chose one product/service instead of one of other competitors In other way, when the firm delivers... and wins customer loyalty, it ensures that the firms can be continued profitable That means market share, profitability will be going up and the cost of attracting new customer will go down (Fraenkel, 2009) ANTECEDENTS OF SHOPPER LOYALTY 5 Costabile (2001, cited in Donio', 2004, p 447) describes the dynamic model of customer loyalty in which customer loyalty is considered as an outcome of attitudinal... testing effect of demographic variables, the study findings significantly depend on those factors proposed in literature review And the results of hypotheses testing are presented in Table 4.6 ANTECEDENTS OF SHOPPER LOYALTY 26 Table 4.7 Hypotheses Testing No Hypotheses Standardized Coefficients (Beta) H1 There is a positive relationship between service quality and shopper loyalty 123 011 Confirmed H2 There... for their goals ANTECEDENTS OF SHOPPER LOYALTY 3 1.3 Research Questions and Objectives This research is to identify, measure factors affecting shopper loyalty and determine the relationship among them The proposed research questions are as follows: - Are there identifiable factors affecting shopper loyalty? - What is the relationship between these factors and shopper loyalty? Which will influence shopper. .. outcome of a service; they also involve evaluations of the process of service delivery” (Parasuraman, Zeithaml, and Berry, 1988, p.42) Kandampully (1998, p 443) states that service quality is a critical and indispensable factor in persuading customers to use a particular service provider instead of another In addition, customers in service industries will switch into other firms if they have the feeling of. .. location and shopper loyalty ANTECEDENTS OF SHOPPER LOYALTY 10 CHAPTER 3 METHODOLOGY This chapter includes five parts: the first part is research process in which is the way to conduct research will be presented; the second part is measurement scales; the third part is the results of in- depth qualitative research interviews; the forth part is sampling methods; and the last part introduces the methods . UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Lam Hoang Vu ANTECEDENTS OF SHOPPER LOYALTY IN THE VIETNAMESE SUPERMARKETS MASTER OF BUSINESS. 2012 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Lam Hoang Vu ANTECEDENTS OF SHOPPER LOYALTY IN THE VIETNAMESE SUPERMARKETS ID: 60340102. SHOPPER LOYALTY i ANTECEDENTS OF SHOPPER LOYALTY IN THE VIETNAMESE SUPERMARKETS LAM HOANG VU UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business ANTECEDENTS