| Summary: | 碩士 === 義守大學 === 企業管理學系 === 104 === Together with the development of world economy, during the recent years, consumer psychology has been changing. Many people are likely to go shopping in supermarkets rather than traditional markets due to its safety and service quality. Therefore, at present, in Ho Chi Minh City, there are several big supermarkets operating such as Co-op Mart, Maximark, Citimart, Big C… Big C superstore joined the market quite later than others did. To compete against other existing supermarkets as well as to meet demands of more difficult customers, a matter affecting the development of this supermarket is to research customer loyalty, affecting factors and methods to improve loyalty, and more importantly, it is the loyalty toward service quality of the supermarket. This study aims to explore customer loyalty at BigC Supermarket in Ho Chi Minh City. Result shows that most customers feel satisfied and have good assessment on the supermarket. However, there are still customers who have not been satisfied with the supermarket in some aspects such as quality of goods, types of goods, serving attitude.
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