2021, Vol. 3, Issue 2, Part B

author(s)
Nguyen Hoang Tien, Dang Thi Phuong Chi, Nguyen Minh Duc and To Thi Kim Hong

abstract
One of the aspects that most influence the consumer behavior of customers towards businesses is satisfaction. Currently in Vietnam, research topics on customer satisfaction for supermarkets or analysis of service quality at large trade centers. The new works have a general approach to the factors affecting customer satisfaction about the service quality of Bach Hoa Xanh stores - a Vietnamese retail enterprise with great potential for development. Therefore, the authors researched the factors affecting the satisfaction of Bach Hoa Xanh enterprises. On the basis of analysis, the results show that human factors-Bach Hoa Xanh employees, trust, store policies and prices affect satisfaction at Bach Hoa Xanh stores.