Determinants of customer satisfaction at Emart supermarket in Ho Chi Minh City

This study examines the factors influencing customer satisfaction when shopping at Emart supermarket in Ho Chi Minh City. Data were collected through a survey of 253 customers using structured questionnaires. Regression analysis and hypothesis testing were conducted using SPSS, identifying six key factors affecting customer satisfaction: (1) staff service ability, (2) promotions, (3) facilities, (4) product quality, (5) perceived price, and (6) e-service quality. Based on the findings, the study provides managerial implications and recommendations to enhance customer satisfaction at Emart supermarket.