Abstract
The study aims to identify the determinants of customer satisfaction towards purchasing fresh food in the supermarkets in Ho Chi Minh City. Based on synthesizing and systematizing related studies as well as the model of service quality and customer satisfaction to the retail market, we find that there are five factors impacting customer satisfaction towards buying fresh food in supermarkets. These factors are merchandise, price, physical aspects, supermarket employees, and supermarket policies. The data were collected randomly through online and offline channels from the first half of March 2020 till the end of April 2020. The results from the exploratory factors analysis and multiple regression analysis, using data collected from a survey with 261 valid responses, show that merchandise has the most powerful effect on customer satisfaction, which is followed by physical aspect, price, supermarket employee, and supermarket policies. The study indicates that customer satisfaction from buying goods in supermarkets relies on product quality and service quality.
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