| Summary: | 碩士 === 南台科技大學 === 商管專業學院 === 101 === Retailing stores are places where mutual interactions between customers and service employees, as well as customers and customer, mostly happen. Therefore, these encounters are known as one of the key factors contributing to customer satisfaction toward a company. In fact, variety of studies has been conducted regarding this issue. However, most of them focus on management of customer and employee interactions, leaving a shortage of knowledge in relationship among customers in business environments. That encourages this research to examine the potential relationship of such interactions, particularly helping encounters, and customer satisfaction toward their favorite store. In addition, the writer also aims at studying some factors that intervene in this relationship, such as customer – role conflicts and evaluation of fellow customer.
The hypotheses are tested using data collected randomly from 350 respondents living in some cities in Vietnam, for example, Hanoi, Ho Chi Minh City, Da Nang, Hue… from March 2013 to May 2013. About 89.71% of the questionnaires are used to analyze. Structural Equation Modeling (SEM) is applied to empirically test the theoretical framework proposed after reviewing literature. Based on the findings of this research, managers are advised to consider consumers as active partners in service delivery, and also to develop a mechanism for managing customer behaviors. By doing that, store’s reputation, revenue, as well as customer loyalty will be improved.
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