Abstract
Purpose
This paper investigates consumer loyalty behaviour towards Vietnamese grocery retailers. The country’s increased growth is rapidly changing consumer buying power, and hence expectations of product offerings and service as well as consumer loyalty behaviour are also changing. It is therefore timely to investigate these issues and how they may affect certain retail groups, e.g. supermarkets or ‘mom and pop’ stores and their respective strategies.
Research Design/Methodology/Approach
A literature review on customer loyalty behaviour and expectations and from various service quality research informed this qualitative approach. Semi-structured interviews were conducted with retail experts and consumers to determine critical factors and gaps in consumer expectations and their loyalty behaviour to understand this phenomenon.
Findings/Research and Practical Implications
Findings revealed various gaps between consumer expectations/customer loyalty behaviour in Vietnam and the literature, identified five strategic grocery retail groups, and provided measures to test empirically in a subsequent quantitative study. This paper contributes to our theoretical understanding of grocery retail in a rapidly changing emerging nation and provides guidance for the various retail groups to set-out their respective strategies and establish competitive advantage.
Originality/Value
This study contributes to the grocery retail and service debate, which has been widely researched in Europe and North America but is under-researched in emerging nations. Its value comes from using an interdisciplinary approach comprising retail logistics/supply chain and marketing and presenting perspectives from both retailer and consumer contexts.
This paper investigates consumer loyalty behaviour towards Vietnamese grocery retailers. The country’s increased growth is rapidly changing consumer buying power, and hence expectations of product offerings and service as well as consumer loyalty behaviour are also changing. It is therefore timely to investigate these issues and how they may affect certain retail groups, e.g. supermarkets or ‘mom and pop’ stores and their respective strategies.
Research Design/Methodology/Approach
A literature review on customer loyalty behaviour and expectations and from various service quality research informed this qualitative approach. Semi-structured interviews were conducted with retail experts and consumers to determine critical factors and gaps in consumer expectations and their loyalty behaviour to understand this phenomenon.
Findings/Research and Practical Implications
Findings revealed various gaps between consumer expectations/customer loyalty behaviour in Vietnam and the literature, identified five strategic grocery retail groups, and provided measures to test empirically in a subsequent quantitative study. This paper contributes to our theoretical understanding of grocery retail in a rapidly changing emerging nation and provides guidance for the various retail groups to set-out their respective strategies and establish competitive advantage.
Originality/Value
This study contributes to the grocery retail and service debate, which has been widely researched in Europe and North America but is under-researched in emerging nations. Its value comes from using an interdisciplinary approach comprising retail logistics/supply chain and marketing and presenting perspectives from both retailer and consumer contexts.
| Original language | English |
|---|---|
| Title of host publication | Proceedings of the 11th International Conference on Logistics and Transport (ICLT) |
| Editors | T.T.T. Huong |
| Place of Publication | Hanoi, Vietnam |
| Publisher | Foreign Trade University |
| Publication date | 2019 |
| Pages | 86-94 |
| Publication status | Published - 2019 |
| MoE publication type | A4 Article in conference proceedings |
| Event | International Conference on Logistics & Transport (ICLT) - Hanoi, Viet Nam Duration: 14.11.2019 → 15.11.2019 Conference number: 11 https://www.iclogisticstransport.org/ |
Publication series
| Name | The International Conference on Logistics & Transport |
|---|---|
| Publisher | Foreign Trade University, Hanoi, Vietnam |
| Volume | 11 |
| ISSN (Print) | 2392-5728 |
Keywords
- 512 Business and Management
Areas of Strength and Areas of High Potential (AoS and AoHP)
- AoHP: Humanitarian and societal logistics
