Góp phần nghiên cứu chất lượng dịch vụ siêu thị - Trường hợp siêu thị điện máy xanh
Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 2 năm 2020
A STUDY OF DETERMINANTS OF SUPERMARKET SERVICE QUALITY - THE
CASE OF DIEN MAY XANH SUPERMARKET
GÓP PHẦN NGHIÊN CỨU CHẤT LƯỢNG DỊCH VỤ SIÊU THỊ - TRƯỜNG HỢP SIÊU THỊ
ĐIỆN MÁY XANH
Dang Van My*
The University of Danang, Vietnam
*Corresponding Author: [email protected]
Abstract
The study aims to identify the factors affecting the service quality of retail supermarket. Through
approaching other studies, the study evaluated the service quality in general and the service quality of retail
supermarket in particular. Qualitative method is used for exploring the research model and variables. The
survey was conducted to collect the customer’s opinion from Dien May Xanh supermarkets in Vietnam. This
study revealed that five factors have impacted on the service quality in supermarket retailing – a modern retail
business which provides both goods and services. The study proposed some policies for supermarket business
managers and some suggestions for further studies.
Key words: supermarket, retail, services, goods, factors
Tóm tắt
Nghiên cứu nhằm xác định các yếu tố ảnh hưởng đến chất lượng dịch vụ của siêu thị bán lẻ. Thông qua
tiếp cận các nghiên cứu khác, nghiên cứu đã đánh giá chất lượng dịch vụ nói chung và chất lượng dịch vụ của
siêu thị bán lẻ nói riêng. Phương pháp định tính được sử dụng để khám phá mô hình nghiên cứu và các biến.
Khảo sát được thực hiện để thu thập ý kiến khách hàng từ các siêu thị Điện Máy Xanh tại Việt Nam. Nghiên cứu
này tiết lộ rằng năm yếu tố đã ảnh hưởng đến chất lượng dịch vụ trong bán lẻ siêu thị - một doanh nghiệp bán
lẻ hiện đại cung cấp cả hàng hóa và dịch vụ. Nghiên cứu đề xuất một số chính sách cho các nhà quản lý kinh
doanh siêu thị và một số gợi ý cho các nghiên cứu tiếp theo.
Từ khóa: siêu thị bán lẻ, bán lẻ, dịch vụ, hàng hóa, nhân tố.
1. Introduction
With the open-door policy for the retail industry since 2009, the Vietnamese market has
become a fertile environment to attract foreign and domestic investors. Retail market in Vietnam in
general is benefiting from macroeconomic advantages such as a steady economic growth rate, an
increase in per capita income, an improvement in living standards and a steady population growth in
which the intellectual young population and independent living trends account for a large proportion.
In the retail market, the commercial center segment has the largest market share with 53% (Vu [18]).
Vietnamese consumers tend to shop in commercial centers. According to the survey of shopping habits
of Vietnamese consumers, 92% of people shop at supermarkets and 6% online shopping. Dien May
Xanh Supermarkets ranked 3rd in the Top 10 Prestigious Retail Companies in 2018 (Vietnamreport
[17]). Dien May Xanh Supermarkets, which has operated under the co-operative model, has enjoyed
the honour of winning the gold award for leading retailer in Viet Nam. The company, which has also
been included in the list of the top 500 Asia-Pacific retailers for many years, has become a rare
phenomenon of supermarkets retail special model that is operating effectively, especially in the context
of fierce competition amid international integration. Vietnam is the biggest country, with about 90
millions peoples.
The quality of service provided has become a strategic orientation and effective business policy
that enterprises have implemented to increase competitiveness and attract customers, an important
approach in management. Modern business practices aimed to optimize customer service (Avkiran [2];
Abu[1]; Parasuraman, Zeithaml et al.[12] argued that service quality is the distance between customer
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expectations and perceptions of customers when they purchase and use the service. Service quality was
also defined as the ability of a service including overall durability, reliability, accuracy, ease of use,
ease of repair, and other valuable attributes for performance (Dabholkar, Thorpe et al.[5]). In addition,
due to the different cultural environment, consumers in different countries may perceive different
quality of service for each type of service (Cronin and Taylor [3]; Cronin and Taylor [4]; Nguyen[11]).
Research on quality of service as well as identifying factors affecting service quality has been
of considerable interest to researchers and managers through the development of theoretical
foundations ( Smith[14]) identifying the quality of service and verifying the hypotheses of the research
model (Thenmozhi and Dhanapal [16], thereby recommending improvements in service quality. Since
the 1980s, theoretical studies and the empirical model of service quality have begun to propose, in
particular, studies by Grönroos[7], Parasuraman, Zeithaml et al.[13], Cronin and Taylor [4], Sweeney,
Soutar et al.[15], and the practical application of service business in Vietnam (Nguyen[11]. These
studies have developed a theoretical framework for analyzing quality assurance with a variety of
components, deployed in different service sectors. Therefore, this paper aims to identify the factors
affecting the service quality of retail supermarket. Through approaching the models of service quality
assessment conducted at domestic and international published in scientific journals as well as business
management practices of the enterprise to define the model of researching and evaluating the quality of
retail supermarket services in case of economic and culture in Vietnam.
2. Literature and research model
2.1. Literature
There are different perspectives on service quality, reflecting service endeavors of the business
and the recognition of customers. Lehtinen and Lehtinen [9] argued that service quality must be
assessed in two respects, one for service delivery and the other for service results. Grönroos [7] also
presented two components of service quality, namely, technical quality - what the customer receives
and the functional quality - how the service is provided. Parasuraman perceived service quality as "the
degree of variation between customer expectations of service and their perceptions of service
outcomes." Quality-of-service studies use a combination of two qualitative research methods and
quantitative methods to develop a scale and verify the scale of components that make up the service
quality (called the SERVQUAL scale). The SERVQUAL scale is adjusted and tested in a variety of
services, including 22 variables to measure five components of service quality: reliability,
responsiveness, assurance, tangibles, and empathy. Since then, many studies have been using the
SERVQUAL scale to measure service quality and assess the effectiveness and reliability of industries
with different cultural contexts Mehta, Lalwani et al.[10].
Retail business in the form of a supermarket is a mixed business between the supply of goods
and services, so research on the quality of retail services requires the inheritance and incorporation of
the characteristics of this type of service. Dabholkar, Thorpe et al.[5] reflected in the study of the retail
services quality, has provided five basic components of the quality of retail services: shape, reliability,
service personnel, complaint resolution, and store policy. Retail service quality scale of Dabholkar,
Thorpe et al.[5] is condersidered appropriate scale in the retail market because the form of
suppermarket business is a mixture of products and services.
This study used a retail quality scale Dabholkar, Thorpe et al. [5] and Nguyen [11] applied to
the retail sector in Vietnam. Based on the research results of authors mentioned above, using
qualitative research methods to adjust and supplement the components of the quality of retail
supermarket services in economic conditions, distribution and culture in Vietnam.
2.2. Research model and hypothesis
The research model is based on the synthesis of variables published in empirical studies,
mainly from the work of Dabholkar, Thorpe et al.[5] and Nguyen [11] and through qualitative research
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from interviews with supermarket managers, marketing experts, and regular shoppers at established
retail outlets in Dien May Xanh supermarkets in Viet Nam.
Diversity of goods and services
Serviceability of staff
Supermarket
Exhibited in the supermarket
service quality
Infrastructure and premises
Safety in the supermarket
Figure 1: Research model
Qualitative research results show that the quality of supermarket services is a multidimensional
concept consisting of five components, namely (1) diversity of goods, (2) serviceability of employees,
(3) ) how to display in the supermarket, (4) supermarket layout, and (5) safety in the supermarket. In
general, the components of quality of supermarket services such as staff, supermarket premises,
display of goods are similar to the supermarket service quality model of Dabholkar, Thorpe et al.[5]
and Nguyen [11].
- Diversity of goods and services
The diversity of goods and services reflects the richness of the commodities and services that
marketed at the supermarket and the services that supermarkets provide to customers, bringing the
ability to select and purchase customers, meet the main needs of customers when coming to the
supermarket. The goods sold at supermarkets are one-sidedly formed from the purchase relationship of
the supermarket with the manufacturers, on the other hand formed from the strategy of developing
goods under the brand own supermarket. The variety of goods and services of the supermarket
determines the ability to attract customers to meet the needs of customers. Based on the results from
previous studies, the first hypothesis is:
H1: The diversity of goods sold at supermarkets strongly influences the quality of supermarket
services.
- Serviceability of staff
The ability of staffs to serve shows the number and quality of existing staffs in the supermarket
is ready to welcome and serve customers. Supermarket employees with professional service skills,
attentive service attitude, caring, customer care and advice to customers during the purchase, support
and answer customer questions. It is decided from the previous studies, the second hypothesis is:
H2: The ability of the staff at the supermarket to influence the quality of supermarket service.
- Exhibited in the supermarket
Display is a popular activity that shows the characteristics of the supermarket compared to
other types of retail. Exhibits at the supermarket include interior display and arrangement, display
facilities, indication information systems, scientific and artistic displays. Exhibiting at the supermarket
is of special importance, on the one hand demonstrating in a scientific way and attracting customers to
sell items, on the other hand showing persuasiveness and customer orientation when searching and
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selecting. It helps to decide the quality of supermarket service. Based on the results from previous
studies, the third hypothesis is:
H3: Displaying in supermarkets strongly influences the quality of supermarket services
- Infrastructure and premises
Infrastructure and premises indicates physical elements that make up the supermarket and the
interior of the supermarket to support and facilitate the customer to access and fulfill the purpose of
sightseeing and shopping. Supermarket infrastructure and premises include such factors as the location
of the supermarket, distribution of the inside space, the shopping and payment support facilities,
parking lots and storage facilities and facilities for keeping customers luggage. Supermarket
infrastructure and premises affect the quality of supermarket services. Based on the results from
previous studies, the fourth hypothesis is:
H4: Supermarket infrastructure and premises strongly affect the quality of supermarket services.
- Safety in the supermarket
Shoppers at the supermarket always ask for safety. Safety in the supermarket signifies the
establishment of a safe mode through means of fire prevention and firefighting, the escape signage
system, the presence of security personnel and the state of security in whole supermarket. Once the
safety factor in the supermarket is guaranteed, it will create a safe atmosphere for customers to visit
and shop, create conditions for customers to stay long in the supermarket and thereby promote safe
shopping. Safety factors in supermarkets affect quality of supermarket service. Based on the results
from previous studies, the fifth hypothesis is:
H5: Safety factors in supermarkets strongly affect the quality of supermarket services.
2.3. Methodology
Qualitative research was conducted in the form of discussions with 10 experts working in the
field of supermarket business, 10 retail supermarket managers and 30 typical customers shopping at
supermarkets. The qualitative research is to identify variables and scales of each variable in the
research model. The main study variables of the model are drawn from empirical and qualitative
research, as shown in Table 1.
Quantitative research was conducted through interviews with 1200 customers in Dien May
Xanh suppermarkets in Vietnam. The results of the questionnaire were collected for 1100
questionnaires. Dien May Xanh is a retail supermarket for electrical products system of Vietnam. Dien
May Xanh has the largest of number of supermarkets in Vietnam.
Variables of the research model were likert scale from 1 to 5. Scale reliability and EFA factor
analysis were presented in Table 2. Results of Cronbach's Alpha scale analyzes have high reliability,
the correlation coefficients of the variables are equal to the allowable criterion (greater than 0.3) to
satisfy the requirement for factor analysis. The EFA exploratory factor analysis using the Principal
Component Analysis method and the Varimax rotation for grouping factors show that the components
after eliminating the garbage variables are required to have factor load factor of observational variables
greater than 0.5 (Joseph F.Hair, Black et al.[8]). Bartlett's test for sig significance = 0.000; KMO =
0.834. The remaining 38 variables were extracted into 5 components with corresponding factors and
Eigenvalues values greater than 1, and the extraction variance was greater than 50%. The results of the
EFA analysis have shown that the study pattern remains unchanged, consisting of five independent and
one dependent components used for linear multiple regression analysis.
3. Results and discussion
3.1. Research hypothesis testing
A multiple linear regression analysis of the relationship between factors influencing the quality
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Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 2 năm 2020
of the supermarket service was performed by the Enter method and the regression results are presented
in Table 3. Thus, goods, staff capacity, display in supermarkets, infrastructure and premises, safety in
supermarkets will affect the quality of supermarket services, so the hypotheses H1, H2, H3 , H4, and
H5 are acceptable.
Table 1: Service quality attributes used in the research
Variables
Attributes
Literature
Supermarket goods are diverse in structure and type
Goods in supermarkets meet the shopping needs
Supermarket supplies are always assured of quality
Price of goods is reasonable
Dabholkar, Thorpe et
al.[5]; Nguyen[11];
development by author
Diversity of
goods and
services
Commodities at the supermarket have a clear label and origin
Goods at supermarkets are always updated and innovated
Comodities at the supermarket is largely different from the outside
Free gift wrapping service are meet well demand of customer
Promotion and after sales services of supermarkets are very good and
attractive
Phone service of goods purchase and book is very convenient
Delivery service to customer address thoughtful and punctual
Barter service is available upon request of the customer as well
Employees costumes are neat and polited
Dabholkar, Thorpe et
al.[5]; Nguyen[11];
1development by author
Employees are very friendly, fun in customer communication
Employees always are willing to help customers when in need
Employees enthusiastic response questions of customers
Employees have enough knowledge to advise customer on the best
possible buy
Serviceabili
ty of staff
Sales employees are very professional
Delivery employees are very professional
Supermarkets are conveniently located for access and shopping
The interior of the supermarket is spacious and airy
Entrance for customers inside the supermarket is comfortable
The supermarket parking lot is spacious and convenient for access
Children's entertainment and recreation area is attractive and diverse
Shelving systems and showcases suitable goods
Dabholkar, Thorpe et
al.[5]; Nguyen[11];
development by author
Infrastructu
re and
premises
Trolley system to meet the shopping needs
The bag storage system meets the shopping needs
Modern payment equipment allows quick payment
Sound, music and lighting systems are suitable in the supermarket
Goods displayed inside the supermarket are reasonable and easy to
Dabholkar, Thorpe et
al.[5]; Nguyen[11];
development by author
Exhibited in identify
the
supermarket
Information on the goods clearly displayed
Price information is clearly listed
The exhibit facilities is reasonably designed and easy to find
Displayed goods are both scientific and artistic
Means of fire prevention and fighting are enough and good
Means and services for luggage storage are assured and safe
Supervisors always maintain a state of security
Navigation system is clear and easy to find
Supermarket is a regular shopping
Safety in
the
supermarket
Dabholkar, Thorpe et
al.[5]; Nguyen[11];
development by author
Dabholkar, Thorpe et
al.[5]; Nguyen[11];
development by author
Supermarke
t service
quality
Performs major shopping at the supermarket
Supermarkets meet the shopping needs
Goods and services of supermarkets are quality
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Table 2: Construct reliability and validity of scale and analyze factors of variables in research model
Variable
Number of Cronbach Means Sig. Average Variance KMO
observation
Alpha
0,838
0,866
0,734
0,883
0,801
0,725
Extracted
35.84
value
.730
.810
.761
.758
.689
.721
Diversity of goods and services
Serviceability of staff
12
7
3,7045 0,001
3,6505 0,002
3,8529 0,000
4,0256 0,001
4,0655 0,000
3,6850 0,001
41.60
Infrastructure and premises
Exhibited in the supermarket
Safety in the supermarket
Supermarket service quality
10
5
38.72
40.32
4
39.27
4
36.08
Table 3: The coefficients of the regression model between service quality variables and factors affecting
service quality
Dependent variable: Supermarket service quality
Independence variable
Coefficient
Constant
Diversity of goods and services
Serviceability of staff
Infrastructure and premises
Exhibited in the supermarket
Safety in the supermarket
R2
5,687***
0,752***
0,629***
0,563***
0,516***
0,427***
0,714
R2 adjusted
0,709
F statistic
80,705***
2,36
Durbin-Watson statistic
3.2. Dicussion
The study found that five factors affect the quality of the supermarket service, the level of
impact of each factor is different: the diversity of goods and services is the factor that has the highest
impact on quality of service. Diversity of goods and services with regression coefficient of 0.752; the
Serviceability of staff is a factor that positively affects the quality of the supermarket service with a
regression coefficient of 0.629; Infrastructure and supermarket premises are factors that have a positive
effect on the quality of supermarket services with a regression coefficient of 0.563; supermarket
displaying has a positive effect on the quality of supermarket service with a regression coefficient of
0.516; Safety in supermarkets has a positive effect on the quality of supermarket services with a
regression coefficient of 0.427. All five factors exert a strong influence on the quality of retail
supermarket services, but the factor of particular importance and decisiveness is the Diversity of goods
and services and Serviceability of staff.
The quality of the supermarket service is a multidimensional concept, involving the whole
process of providing goods and services of the supermarket on the basis of the minimum business
conditions, meeting the needs of sightseeing and shopping. of the customer. The quality of retail
supermarket services according to actual research shows that it is an integrated concept, as a retailer
providing both goods and services. As a result, the quality of the supermarket service represents "a
quality shopping destination", "an ideal place for shopping", "space for selling goods and providing
modern services", is "a place of quality shopping and a civilized business environment".
The business of the supermarket requires the manager to pay attention to all the variables affect
the quality, this is to ensure the diversity of goods and services provided, to maintain the sales staff
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capable of serving and taking care of customers, maintaining the system of infrastructure and
supermarkets premises well, ensuring the decoration and display of goods and ensuring the science and
art, while ensuring the safety conditions for customers during the sightseeing and shopping. The
strategic issue for owner of suppermarket today is to optimize the business conditions inherently in
terms of material and equipment, spatial planning that is reasonable and At the same time, developing
a spectrum of genuine goods and services that address the needs of customers, creating an environment
inside and outside the supermarket that is both safe and civilized and tested. Synchronized policies in
the business process, meeting the needs of visiting and shopping of customers.
4. Limitations and future research orientation
The quality of service in general and supermarket service in particular is a complex issue not only
in the measurement and determination but also in the setting up, strengthening and enhancement to meet
the expectations of customers. In the context of intense business and competition, supermarkets are not
only to compete with each other to attract customers but also compete with individual retail chains that
have existed in the past. This study was carried out only in Dien May Xanh suppermarkets in Vietnam,
surveying 1200 customers concentrated in supermarkets with relatively long trading time, so the research
results are not fully available to replicate for all supermarkets. Research references are primarily studies
in developed countries, although qualitative research has been conducted to determine the suitability of
the quality assurance model in terms of economic, conditions and culture of Vietnam. The study did not
use the structural model to simultaneously evaluate the combined effect of the variables in the
supermarket service quality assessment model. These restrictions will be further studied in the future to
provide more scientific and practical research results.
The quality of the supermarket service is a vital issue that determines the organization of the
supermarket business in a quality way, ensuring that it attracts and maintains the ability to visit and
purchase customers, create loyalty of the customer. The form of quality business organizations both in
terms of goods and services provided as well as the physical conditions for supermarkets are always
the basic motives that form the foundation of quality business. At the same time, all business and
implementation efforts must be directed to customers, providing more value to customers, better
customer care, contributing to improving business quality and competitiveness for each supermarket.
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