Abstract

This study aims at identifying components of retail service quality in Vietnamese Supermarkets. A survey of 440 shoppers in various supermarkets in HCMC has resulted that service quality of supermarket composes of 4 factors namely Service Personnel, Physical Aspects, Policy and Reliability. Among which, Service personnel has the strongest impact and Physical Aspects has the weakest one, while the role of Reliability is not confirmed by the data. From these findings, managerial as well as theoretical implications have been discussed.