Evaluating student satisfaction with 24-hour convenience stores in Ho Chi Minh City

Abstract

The research presents the results of student satisfaction with 24-hour convenience stores in Ho Chi Minh City (HCMC). The data was collected from a survey of 275 students as customers of 24-hour convenience stores in HCMC. Employing quantitative analysis to analyze reliability, EFA factors and regression analysis, the author identified determinants of student satisfaction with 24-hour convenience stores, thereby analyzing satisfaction assessment results obtained from the regression model. The results show that price has the strongest impact on student satisfaction, followed by staff, goods, support services, facilities, and distribution channels. The findings are consistent with the fact that low-income people like students, price, quality, and support services are of extreme importance. The study assists managers in decision making and working out strategies so as to enhance student satisfaction and other customer groups in an ever increasing competitive market, thereby contributing to the development of this business model.