Customer satisfaction has been a subject of great interest to organizations and researchers alike. With regard to the competition from various retail stores which providing a variety of products and services, consumers have more opportunities to choose what store they are satisfied. Therefore it has become important mission for retail stores to manage customer satisfaction.
The purpose of the study is to test the relationships between price fairness, service quality, repurchase intention and consumer satisfaction on an integrated model. The questionnaires were developed from many previous researches. The data was collected from 471 people in Vietnam, especially in Hai Phong City. The result of this study showed that service quality and price fairness have relationship with customer satisfaction. Meanwhile, customer satisfaction and service quality have no influence to repurchase intention, and price fairness has significant effect on repurchase intention. Therefore, within this context, the retailing stores may enhance the customers’ satisfaction by improving service quality and price fairness. Moreover, retailers maintain customer future purchase intention via set cost-effective. This research can be useful not only for existing retail stores in Vietnam but also for foreign retailers planning to enter Vietnam’s modern retail market. Possible interpretations, limitations, and suggestions for Viet Nam retail stores are discussed.
