The Relationship between the Customers’ Experience and Satisfaction in Convenience Food Stores  

Oleh:

Ngoc, Nguyen Bich ; Nhon, Ngo Van ; Minh, Nguyen Thi Thao ; Kiet, Duong Hoang

Jenis: Article from Proceeding
Dalam koleksi: 12th ANQ Congress in Singapore, 5-8 Agustus 2014, page 1-8.
Topik: Customer experience; customer satisfaction; convenience food stores; safe food; regular customers
Fulltext: PS-1.8-P0296.pdf (376.73KB)

Isi artikel

In recent years, the demand of clean food consumption has been increasing and it leads to the advent of the "convenience food store" in big cities. With the desire to enjoy safe and quality food, instead of having to go to the supermarket and commercial center every day, buying safe food at a convenience store will considerably save time and effort in shopping. While the economy is increasingly sophisticated and competitive, there are more choices to satisfy the customers’ demand in buying safe food. Therefore, it is vital to notice the importance of the criteria that customers expect, especially if it is the customers’ experience when purchasing the items. The convenience food store should be much more aware of that in order to attract more customers. In this study, I focus on analyzing the relationship between two factors: the customers’ experience and satisfaction level. It helps to increase the number of regular customers as well as the competitiveness based on the results obtained from the study process. First, I decided to find out the customers’ experience inside the convenience food store through direct interviews. Second, I conducted surveys to assess the customers’ satisfaction. And finally, I analyzed the relationships between the customers’ experience and customer satisfaction based on surveys and interviews I had conducted

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