Abstract

Customer satisfaction is always a top priority in all fields in general and shopping at the Vinmart supermarket system in particular. Creating customer satisfaction is difficult. Maintaining customer satisfaction is a more difficult matter. Along with the country's economic development, the shopping and consumption needs of Vietnamese people are increasing. Gone are the days when consumers had to jostle and wait in front of traditional stores or traditional markets to buy essential items for family life. Currently, with the explosion of a series of supermarkets such as: Coop.mart, Big C, Aeon or newly born retailers such as: Circle K, Lotte and especially the appearance of the Vinmart system - Retail chain brand belonging to Vingroup, a leading multi-industry economic group in Vietnam and other regions of the world. Is a convenient retail model in the community, with the largest scale and coverage in Vietnam, providing safe and convenient goods and food for every family, with the mission "Improving the quality of life". live for Vietnamese people".