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研究生:潘氏青水
研究生(外文):PHAN THI THANH THUY
論文名稱(外文):Store Loyalty Intention Model for Supermarket Retailers in Vietnam
指導教授:黃盈裕黃盈裕引用關係
指導教授(外文):Ying-Yuh Huang
學位類別:碩士
校院名稱:南台科技大學
系所名稱:企業管理系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:英文
論文頁數:129
外文關鍵詞:Supermarket in Vietnamstore loyalty intentionperceived service qualityperceived value.
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Identifying the critical foactors affecting store loyalty intention for supermarket retailer in Vietnam is an interesting research question for both academic and applied researchers.
We examine store loyalty intention model proposing that perceived quality, perceived value, and customer satisfaction are predictive variables of store loyalty intention for supermarket retailer in Vietnam. The model also specifies that perceived value is directly influenced by perceived quality and perceived sacrifices.
Using Structural Equation Modeling(SEM)techniques to analyze the data from a sample of 244 respondents leads to several useful findings for supermarket retailers in Vietnam. Firstly, both of customer satisfaction, perceived value, and perceived personal service are important predictive variables for store loyalty intention. The direct influence of perceived merchandise quality on store loyalty intention wasn't found, however, it and perceived service quality influence on store loyalty intention through customer satisfaction. Secondly, perceived value is composed by cognitive and emotional aspects. However, different from previous researches, cognitive value is directly influenced by merely monetary cost; emotional value is also directly influenced by monetary cost stronger than by psychic cost. Thirdly, the likages from other dimensions of service quality such as physical aspect and supermarket operation as well as from time/effort cost to endogenous variables including satisfaction, perceived value, and store loyalty are insignificant. Finally, the result also shows that even though monetary cost doesn't directly influence store loyalty, its indirect effect is extremely strong. Therefore, in Vietnam, supper market retailers should pay attention to attractive and competitive price rather than merely offering high quality.
ACKNOWLEDGEMENTS ..............................................................................................I
ABSTRACT...................................................................................................................... II
TABLE OF CONTENT..................................................................................................III
TABLE OF FIGURES....................................................................................................VI
LIST OF TABLES........................................................................................................ VII
CHAPTER ONE - INTRODUCTION............................................................................ 1
1.1. Background ................................................................................................................ 1
1.1.1.Vietnam Retail Market Opportunity and Challenge .............................................. 1
1.1.2. Relationship Marketing–The Way to Create Competitive Advantage, and
Application on Retail Management ................................................................................ 2
1.1.3. Several Inconsistent Points in Existing Researches.............................................. 5
1.2. Summarizing the Rationale to Study Customer Loyalty Intentions for
Supermarket Retailer in Vietnam ................................................................................... 9
1.3. Research Objective .................................................................................................. 10
1.4. How the Research Goes beyond the Existing Literatures.................................... 11
1.5. Limitation and Future Research ............................................................................ 11
CHAPTER TWO - LITERATURE REVIEW............................................................. 14
2.1.Supermarket Concept and Supermarkets in Vietnam.......................................... 14
2.1.1. Types of Retail Institution .................................................................................. 14
2.1.2. Supermarket in Vietnam: Definition and Adoption of Supermarket Shopping.. 16
2.2. Constructs and the Relationships between Constructs ........................................ 20
2.2.1. The Model Instructs Our Study........................................................................... 20
2.2.2. Store Loyalty Intention Definition...................................................................... 21
2.2.3. Customer Satisfaction Definition........................................................................ 25
2.2.4. Perceived Value .................................................................................................. 26
2.2.5. Perceived Quality................................................................................................ 31
2.2.6. Perceived Sacrifices ........................................................................................... 40
2.2.7. The Causal Relationship between Constructs and Research Hypotheses........... 40
2.2.8. The Effects of Demographic Variables on Store Loyalty Intention ................... 48
2.3.Theoretical Framework and the Summarize for Hypotheses.............................. 49
2.3.1. Theoretical Framework....................................................................................... 49
2.3.2. Hypothesis................................................................................................................ 51
CHAPTER THREE – METHODOLOGY................................................................... 53
3.1. Measures Development............................................................................................ 53
3.2. Sampling and Data Collecting ................................................................................ 63
3.3.Data Analysis Method............................................................................................... 67
3.4. Sample’s Characteristic........................................................................................... 69
3.5. Goodness of Measures ............................................................................................. 73
CHAPTER FOUR - DATA ANALYSIS AND DISCUSSION.................................... 80
4.1. Hypothesis Testing for the Effect of Demographic Variables on Store Loyalty
Intention.......................................................................................................................... 80
4.1.1. Compute Store Loyalty Intention Index ............................................................. 80
4.1.2. Statistical Test and Results ................................................................................. 81
4.2. Structural Equation Model and Hypotheses Testing ........................................... 90
4.2.1. Assessing Model Fit of Complete Model ........................................................... 90
4.2.2. The Standardized Parameter Estimated for the Relation between Observable
Variables and Unobservable Variables for Complete Model ....................................... 93
4.2.3. Hypotheses Testing for the Complete Model ..................................................... 95
4.2.4. Assessing Fit of Measurement for Revised Model ............................................. 98
4.2.5. Assessing Model Fit of the Revised Model ........................................................ 99
4.2.6. The Standardized Parameter Estimates for the Relation between Observable
Variables and Unobservable Variables in the Revised Model.................................... 100
4.2.7. Hypothesis Testing for the Revised Model....................................................... 101
CHAPTER FIVE - CONCLUSION AND IMPLICATION ..................................... 106
5.1 Conclusion ............................................................................................................... 106
5.1.1. The Effect of Independent Variables on Store Loyalty Intention..................... 106
5.1.2. The Antecedents of Customer Satisfaction....................................................... 107
5.1.3. The Antecedents of Perceived Value................................................................ 107
5.1.4. Effect of Demographic Variables on Store Loyalty Intention .......................... 108
5.2. Implication.............................................................................................................. 108
REFERENCES.............................................................................................................. 110
Appendix A: Questionnaire for pre-test ..................................................................... 116
Appendix B: Questionnaire for formal research ....................................................... 123
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