Determinants of customer satisfaction at Emart supermarket in Ho Chi Minh City
Published: July 26, 2026
doi:10.62831/202504014
Abstract
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.
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