Research factors affecting satisfaction when shopping at Aeon mall Hà Đông

Abstract

The study was conducted to evaluate and analyze the impact of factors influencing customer satisfaction when shopping at Aeon Mall Hà Đông. Customer satisfaction is influenced by four factors: service quality, product diversity, pricing, and customer service. The research employed a quantitative method using Exploratory Factor Analysis (EFA) and Structural Equation Modeling (SEM). The author collected 200 valid survey responses, and the data was analyzed using SPSS 26.0 software. The results indicate that four factors affect customer satisfaction, including service quality, product diversity, pricing, and customer service. Based on the research findings, the author proposed managerial implications to enhance customer experience and contribute to the sustainable development of the supermarket in the future.