The research model for exploring the perceived value of customers towards Mobile World stores in Hanoi

This study explores the factors that create the customer value in general and the perceived value of customers in particular when customers go shopping at Mobile World stores in Hanoi. The study proposes research models and scales based on theories and results of preivous studies. The study also interviews customers at Mobile World stores in Hanoi. The proposed research model consists of one dependent variable named Customer perceived value (Y) and seven explanatory variables with 28 observed variables used to measure seven following factors: Retail product quality (M₂), Product category (M₃), Price perception of customer towards retail items - retail price (M₄), Customer care and after-sales service (M₅), Store location (M6), Digital marketing on e-commerce platforms (M₇). The study finds out that these seven factors all affect the perceived value of customers.