FACTORS AFFECTING CUSTOMER SATISFACTION WHEN USING XANH SM SERVICES IN CAN THO CITY

Abstract

The study evaluates customer satisfaction and the factors influencing satisfaction with the service quality of Xanh SM in Can Tho City. A survey was conducted with 115 consumers who have used Xanh SM’s services in the city. The analytical methods employed include descriptive statistics, reliability testing using Cronbach’s Alpha, exploratory factor analysis (EFA), and linear regression analysis. The results show that customers are generally quite satisfied with Xanh SM’s services. The study identified five factors influencing customer satisfaction, ranked in the following order: reliability, pricing, service capability, tangible facilities, and safety. From there, the study proposed solutions to help Xanh SM improve customer satisfaction and enhance its competitiveness in the market.