베트남 호찌민시 미니스톱, 빈마트, GS-25 편의점 서비스 이용시 고객만족도에 영향을 미치는 요인 = The Factors Affecting Customer Satisfaction while Using Service in Ministop, Vinmart, and GS-25 Convenience Stores in Ho Chi Minh City, Vietnam

국문 초록 (Abstract)

본 연구는 서비스 품질이 고객만족도에 미치는 영향을 조사할 것이다. 한국
GS – 25, 일본 미니마트, 베트남 빈마트 모델인 베트남 내 편의점 체인을 이용
하는 신청자들에게 중점을 두었다.일반적인 설명 정보는 400 명(N = 450 명)
과 50 명의 연구 참여자가 남성이고 나머지 41.1%는 여성이라는 것을 보여준
다. 연구 대상자들은 현재 사용하고 있는 편의점을 기준으로 세 그룹으로 나
누었다. 기업이 선택한 이유로는 브랜드에 대한 친숙함
(21.3%)이 가장 높았다.SERVQUAL 에 대한 본 연구의 결과 치수는 원래 S
ERVQUAL
를 나타냅니다.UAL 지표는 신청자의 전반적인 만족도에 상당한 영향을 미쳤
다.또한 GS – 25 및 Ministop 을 사용하는 신청자 내 서비스 품질에 대한 고객
만족도에서도 유의미한 차이를 보였습니다.

다국어 초록 (Multilingual Abstract)

This study will investigate the impact of service quality on customers satisfation.
The emphasis was on applicants using the convenience stores chains in Vietnam,
which are Korean GS – 25, Japanese Minimart, and Vietnamese Vinmart model.
General descriptive information shows four hundred (N = 450) and fifty participant
s in this study with 41.1% of them are male and the remaining are female. Studied
applicants were divided into three groups based on their current used convenience
store. The highest reason for their fims choosing is their familiarity with chosen
brand (21,3%).
This study's findings regarding the SERVQUAL dimensions indicate that the original
SERVQUAL indicators had a substantial impact on the applicant’s overall satis
-faction.
Furthermore, significant difference was found within the customers satisfaction
about the service quality within applicants using GS – 25 and Ministop.

목차 (Table of Contents)

• CHAPTER 1: OVERALL ABOUT STUDY SUBJECT 1
• 1.1 Research Background 1
• 1.2 Research Objectives 2
• 1.3 Research Object 3
• 1.4 Study Methods 3
• 1.5 Study Questions 4
• CHAPTER 2: THEORETICAL AND EMPIRICAL BACKGROUND 5
• 2.1 Theoretical Background 5
• 2.2 Service Quality 6
• 2.3 Customer Value 8
• 2.4 Customer Satisfaction 10
• 2.5 The Vietnamese Convenience Store Market’s Situations 12
• 2.5.1 Vietnamese traditional grocery stores 13
• 2.5.2 Vietnamese modern grocery stores 14
• 2.5.3 Vietnamese convenience stores 15
• 2.5.4 Vietnam's supermarkets and department stores 17
• 2.5.5 Current developing status of the Vietnamese convenience store market 17
• 2.6 General business background of Ministop in Vietnam 21
• 2.7 General business background of Vinmart in Vietnam 21
• 2.8 General business background of GS-25 in Vietnam 22
• 2.9 The model used to measure customer satisfaction 24
• 2.10 Suggesting study model 26
• 2.11 Study hypothesis 26
• 2.12 Model conduct and scaling 27
• CHAPTER 3: RESEARCH METHOD 34
• 3.1 Study subject 34
• 3.2 Sampling method 34
• CHAPTER 4: STUDY RESULTS AND DISCUSSIONS 36
• 4.1 Descriptive Statistics 37
• 4.2 Cronbach’s Alpha Reliability Coefficient. 38
• 4.3 Factor Analysis 43
• 4.4 Regression Analysis against each Convenience Store Firm 48
• 4.4.1 Regression Analysis against Customer Satisfaction from VINMART 49
• 4.4.2 Regression Analysis against Customer Satisfaction from MINISTOP 50
• 4.4.3 Regression Analysis against Customer Satisfaction from GS-25 51
• 4.5 One-way ANOVA tests against the differences within the impact of each factor to the customers satisfaction per the whole three groups of the applicants. 52
• 4.6 Discussions 54
• 4.6.1 Academic Implication 54
• 4.6.2 Practical Implication 55
• 4.6.3 Limitations and Future Research Directions 56
• REFERENCES 58
• APPENDICES 62
• QUESTIONNAIRES 63