ASSESSMENT OF CUSTOMERS’ SATISFACTION WITH SERVICE QUALITY AT GS25 CONVENIENCE STORE IN BINH DUONG PROVINCE

Abstract

After Vietnam's accession to the WTO in 2009, domestic retailers faced great challenges in the face of increasing competitive pressure from foreign retail groups in Vietnam. Among them, GS25 convenience store is one of 10 reputable retailers in Vietnam and a competitor in the retail market. However, compared with long-standing businesses, the GS25 convenience store chain still has many weaknesses, and the operation process is not suitable, so GS25 needs to identify the factors affecting customer satisfaction on service quality at the store. This study aims to assess customer satisfaction with services at GS25, Binh Duong province. Thereby offering solutions to improve customer satisfaction with the store. Based on qualitative method through expert interviews and quantitative method through random survey of 265 customers who have used GS25's services in Binh Duong province. The study offers 3 solutions for 3 variables of empathy, service capacity and convenience.