Recommendations

For researchers

There should be further researches on the loyalty to identify the most influential factors towards the loyalty of customers, thereby giving specific solutions for every factor.

There should be further researches on the barriers to switching supermarkets of customers.

For the competent authorities in Hue City 41

Competent authorities should facilitate the licensing procedures for the PR, advertising programs, fairs displaying and selling goods at the areas far from the city center, etc.

Competent authorities should facilitate the expansion of parking lot of the supermarket to serve customers better at public holidays, etc.

For Big C supermarket – Hue City:

The supermarket should improve the quality of all the aspects of the supermarket to enhance the loyalty of customers.

The supermarket should strengthen its loyal customer policies to retain its current clients.

The supermarket should effectivelyperform the recruitment to have qualified workforce. Sales staffs also play an important role in selling goods, so the supermarket should put emphasis on recruiting such staffs.

The supermarket should pay more attention to marketing, budget for this activity.

Hue citizens are tending to change their habit to do shopping at supermarkets. This is the time for Big C supermarket – Hue City to strengthen its marketing activity to attract customers.

The supermarket should expand the bus route of Big C to more areas to serve the customers in remote areas that is also a way to promote the brand. Moreover, this bus route can give much support to pupils and students in travelling which makes a good impression on customers.

The supermarket should complete the organization of departments system, build specialized sub departments.

The supermarket should establish effective communication channels between the enterprise and the customers to receive their feedbacks which help to improve the quality of the supermarket. Additionally, this may help the supermarket answer the inquiries of customers to avoid bad reputation of the brand.

42

REFERENCES

A Study of Knowledge Alliance Performance Methodology Through Alliance Capabilities. (2007). International Journal of Computer Science and Network Security, 155 - 185.

Archdeacon, T. J. (1994). Correlation and Regression Analysis: A Historian's Guide.

London: Wiscosin System.

Becker, B. and Huselid, M. (2006). Strategic human resource management: where do we go from here. Journal of Management, 898-925.

Cavusgil S.T. and Das A．. (1997). Methodological issues in empirical cross-cultural research : a survey of the management literature and a framework.

Management International Review, 37, 71-96.

Chen, L H . (2008). Job satisfaction among information system (IS) personnel.

Computers in Human Behavior, 105-111.

Donald, P M & Pandey, S K. (2007). Finding Workable Levers over Work Motivation.

Administration & Society, 803-832.

Ghauri, P. & Gronhaug, K. (2010). Research Methods in Business Studies. . Harlow, England: Pearson.

Gorsuch, R. L. (1983). Factor Analysis. Hillsdale: NJ: Erlbaum.

Hackman, R.& Qldham, G. (1975). A New Strategy for Job Enrichment. California management Review, 17(4), 57-72.

Herzberg, F.I. (1987). One more time: How do you motivate employees. Harvard Business Review, 65(5), 109-120.

Kim, J. O., & Mueller, C. W. (1987). Introduction to factor analysis: What it is and how to do it. Beverly Hills.

Lambert, E. G. (2004). The Impact of Job Characteristics on Correctional Staff Members. Prison Journal, 34-37.

Legge, K. (2005). Human Resource Management Rhetorics and Realities. London:

Palgrave.

43

Lewin, K., Liippit, R. and White, R.K. (1939). Patterns of aggressive behavior in experimentally created social climates. Journal of Social Psychology, 271-301.

Locke, E A. (1976). The nature and causes of job satisfaction, Handbook of industrial and Organizational Psychology. Chicago: Rand McNally.

Locke,E.A. (1976). The nature and causes of job satisfaction. Chicago: Rand McNally.

Maslow, A. H. (1943). The Dynamics of Psychological Security-Insecurity. Character and Personality, 10, 331-344.

McClelland, D. (1988). Human Motivation. Cambridge University Press.

Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory. New York: McGraw-Hill.

Peterson, R. A. (1994). A meta-analysis of Cronbach’s coefficient alpha. Journal of Consumer Research, 381-391.

Porter L W & Lawler E E. (1968). Managerial Attitude and Performance. Irwin Dorsey.

Purcell, J. and Hutchinson, S. (2007). Front-line managers as agents in the HRM-performance causal chain: theory, analysis and evidence. Human Resource Management Journal, 3-20.

Rhoades, L. & Armeli, S. (2001). Affective commitment to the Organization: the contribution of perceived organization Support. Journal of Applied Spychology, 86(5), 825-836.

Robert Kreitner, R, & Kinicki, A. (2007). Organizational Behavior. McGraw-Hill.

Schuler, R.S. , Budhwar, P. and Florkowski, G.W. (2002). International human resource management: review and critique. International Journal of Management Reviews, 4(1), 41-70.

Schwartz, S. (1988). From Protestant ethic to obsession-compulsion job involvement as a moderator of the effects of job scope on job satisfaction. Cornmell University.

Documents from the website www.Bigc.vn

Institute for Trade, Ministry of Commerce (2002), Art modern retail business, Publisher Statistics, Hanoi, 2002.

44

Scott, K. D., & Taylor, G. S. (1985). An examination of conflicting findings on the relationship between job satisfaction and absenteeism. Academy oj Manageme'lt journal, 599-612.

45

APPENDIX QUESTIONNAIRES

---    ---

Dear respondents, I am doing my final thesis. Your comments are very important for me to complete this thesis. Your information will only be used for the purpose of research and it must be kept confidentialif you participate in answering this questionnaires. I look forward to receiving your support. Sincerely thank!

CONTENT

Question 1:Which one in the three supermarkets belowin Ho Chi Minh City do you like most:

 Big C  Co.opMart  Maximark

Question 2:How important are the criteria for your choice about supermarkets:

Criteria Totally Unim- Neutral Impor- Totally

Question 3:Which level of agreement do you have on the following statements about

Commodities 1 2 3 4 5

7. New goods are usually

offered

8. Variety of goods

Employees 1 2 3 4 5

9. Enthusiastic, caring

employees

10. Employees have good

knowledge about goods

11. Suitable outfit

Supermarket premises 1 2 3 4 5

12. Convenient location 13. Wide aisle

14. Large parking lot 15. Well placed escalators

Supermarket display 1 2 3 4 5

16. Supermarket display techniques are easy to search for products

17. Goods are systematically displayed 18. It is easy to get products

19. The display of goods is eye-catching

Supermarket safety 1 2 3 4 5

20. Good fire prevention system 21. Convenient emergency exit 22. Elevators work properly 23. Luggage lockers are secure 24. Good security guards

Other factors 1 2 3 4 5

25. Low price

26. Good quality of goods 27. Many addition services 28. Good warranty

47

Question 4:What is your general perceived quality of Big C Ho Chi Minh City?

Totally Dissatisfied Neutral Satisfied Totally

dissatisfied satisfied

    

Question 5:If hearing a bad information about Big C, your response will be:

 Not going shopping at Big C and switching to another supermarket

 Going shopping at Big C and getting more information

 Paying no attention to that information

Question 6:If there is another supermarket appearing in Ho Chi Minh City market, your response will be:

 Immediately switching to the new supermarket

 Doing shopping at both supermarkets

 Not change your mind and continue to be loyal to Big C

Question 7:Please kindly tell me the importance (1->5) of the barriers when switching to other supermarkets:

(1) Totally unimportant (2) Unimportant

(3) Neutral (4) Important

(5) Totallyimportant

Question 8:What is your level of agreement on the following statements:

(1) Totally disagree (2) Disagree (3) Neutral

Question 9:What do you want Big C to improve in return of your willing to do shopping at Big C supermarket?

...

PERSONAL INFORMATION

1. Please kindly tell your gender:  Male  Female

48

2. Please kindly tell which one of the following age groups do you belong to:

 below 22  22-30  30-40  above 40

3. Please kindly tell your monthly income:

 < 4 million VND

 4-7 million VND

 7-12 million VND

 >12 million VND

4. Please kindly tell your current job:

 Student  Office staff  Housekeeper

 Manager  Others

Thank you for taking the time to complete this questionnaire.

49