A STUDY ON CUSTOMER SATISFACTION WITH THE LONG CHAU PHARMACY CHAIN IN NAM DINH CITY

Abstract

Customer satisfaction is playing an increasingly important role in enhancing the competitive advantage and operational efficiency of pharmaceutical retail enterprises. This study aims to identify the factors that influence customer satisfaction with the Long Châu pharmacy chain in Nam Định City. Data were collected through a survey of 300 customers and analyzed using SPSS 26.0. The quantitative analysis process included reliability testing with Cronbach's Alpha, Exploratory Factor Analysis (EFA), and multiple linear regression. The EFA results identified five distinct factors influencing satisfaction. The regression analysis revealed that all five factors positively and significantly affect customer satisfaction: (1) pharmacist service quality, (2) perceived price, (3) product quality, (4) brand image, and (5) convenience. Among these, pharmacist service quality has the strongest impact. These findings serve as a basis for proposing specific managerial solutions to enhance the customer experience and thereby strengthen the competitive position of the Long Châu pharmacy chain in the local market