Authors : Le Quan and Luu Thi Minh Ngoc
Abstract: The purpose of this study is to examine the relationship between motivation and satisfaction of household retail stores participating in convenience store chain in Vietnam. This study is conducted based on the survey data from the household retail stores in Vietnam’s biggest cities including Hanoi, Ho Chi Minh and Danang. Two groups of measuring scales are applied in this study including the motivations and the satisfaction levels of the household retail stores. Control variables are also used including size of the store, business experience, investment, education, family size and household income retail stores. Based on the survey data, this study employs a structural equation modelling method to evaluate reliability coefficient of the scales, identify the structure of the relationship between the variable and the respondent and verify the measurement theory. The results show that there is a positive correlation between financial benefits, capabilities and the commitment of the convenience store chains with the satisfaction levels of the household retail stores. Some solutions are suggested to enhance the motivation for participating in the convenience stores chain in Vietnam.
Le Quan and Luu Thi Minh Ngoc, 2017. Relationship Between Motivation and Satisfaction of Household Retail Stores in Co-operation with Covenience Store Chains: An Empirical Study in Vietnam. International Business Management, 11: 1180-1187.