FACTORS AFFECTING SUPPLEMENTARY SERVICES QUALITY: A CASE IN SOME SUPERMARKETS IN VIETNAM.

Vietnam's retail market is dramatically developing in the recent years through modern forms including convenience store, mini-supermarket, supermarkets, hypermarket, department store, discount stores, hard discounter, commercial centers etc. Among famous brands, Co.opmart Systems, for example, known as a leading retail brand in Vietnam, Top 500 retailers in Asia Pacific region in the years 2004-2008, has achieved plenty of success contributing to country development. However, it?s difficult for Vietnamese businesses to stably stand in the market with fluctuations caused by the joining of Vietnam to WTO merely based on their previous experiences, especially the fierce competition among retail corporations, such as Giant, Tesco, and Walmart with intention to invest in Vietnam, those with strong financial resources, experiences in the field of retail management create threats of ?devouring? local businesses, monopolizing the extremely potential retail market. Hence, the research aims to identify factor affecting supplementary services quality offered by supermarket via evaluation, feelings, and experiences of customers. Based on that research finding, the business has the foundations to design appropriate strategies to satisfy the increasing needs of the customers, and even to find the ways to protect the position and go ahead in the competition in the retail market.