What Makes Individual Shoppers at Supermarkets in Vietnam Want to Buy Again?

Le résumé fourni par la source

As confirmed by prior research findings and the conditions that currently exist in Vietnam, the current study has developed a research model to test six hypotheses based on a sample of 193 respondents, all of whom are consumers shopping at supermarkets. The respondents selected for this study were consumers who had purchased goods from the same supermarket within the last three months, as the research model relates to repurchase intentions. The analysis used to test the hypotheses was the multivariate analysis using both factor analysis and regression methods. The results of the study indicate that all six of the hypotheses made were supported by the data collected. In relation to the six different factors influencing repurchase intention positively, they were ranked in order of importance, such physical environment is ranked as the most important factor influencing repurchase intentions, followed by reasonable price, promotional programs, product availability, product display, and customer service. The study provides significant practical contributions to the hospitality industry and serves as an excellent resource for service providers seeking new ways to retain their existing customer base by obtaining practical guidelines on the above-mentioned elements.

Ce résumé expose les affirmations des auteurs. BNTIC ne l’interprète pas comme une validation indépendante des résultats.