Vol. 31 No. 02 (2023)

RELATIONSHIP BETWEEN CORPORATE CULTURE, SERVICES QUALITY AND CUSTOMERS' BEHAVIOR INTENTIONS FOR MODERN RETAIL SYSTEM– CASE OF VINMART SYSTEM IN CAN THO, VIET NAM

Authors

  • Chau Thi Le Duyen1, Nguyen Van Song2, Nguyen Thanh Liem3, Tran Thy Linh Giang1, Phan Anh Tu*1, Nguyen Minh Canh1, Nguyen Thi Thao Lan1

Keywords:

Corporate culture, Customer behavioral intentions, Organizational culture, Service quality,

Abstract

Research interviewing 202 observational samples from direct interviews from customers. Results after testing are consistent with market data. The components and measurement variables all contribute significantly in explaining the research model. The results of the exploratory factor anlysis (EFA) are satisfactory; the results of the CFA analysis show that the CFI and TLI coefficients are close to 90%, which shows that the market data is relatively consistent with the research model. The normalization coefficients of the model are all reached and statistically significant. Also, all the study results have achieved unidirectional, convergent and discriminant properties, although there are some limitations, but in general, they are satisfactory to perform for the linear structure model (SEM). We can conclude that corporate culture, service quality and behavioral intention have a positive relationship with each other. There is a positive relationship between corporate culture, service quality and customer behavioral intentions in the industry, services in general and the retail industry in particular, by identifying a positive relationship between corporate culture, service quality and customer behavioral intentions for all businesses in the modern retail industry in particular, and modern retail channels Vinmart and Vinmart+ in particular that can promptly propose sensible solutions to improve these relationships and build them even better and stronger.

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Published

2023-05-14

How to Cite

Central European Management Journal, 31(2), Retrieved from https://journals.kozminskicem-j.com/index.php/pl_cemj.index.html

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