Improving retail service quality of enterprises in Vietnam

This is the theme of the national scientific conference held by the Center for Business Administration Study of the VNU University of Economics and Business (UEB) on 6th August 2015. The conference welcomed more than 80 participants from enterprises, universities, research institutions, faculties, students and fellows.

The retail sector of Vietnam comprises traditional retail formats with approximately 13,000 modern market including 724 supermarkets, 132 shopping malls (from statistics of the General Department of Statistics in 2013). The explosive growth of modern retail formats in Vietnam with the participation of large retailers such as AEON and Metro Cash and Carry reflecting the international economic integration of Vietnam.

This also led to fierce competition in the retail sector between the chain stores at home and abroad; and the retail business have to focus on areas of service governance, optimizing processes and the retail supply chain, reduce operational waste, enhancing marketing and understanding customer needs. Assessment and improvement of service quality become important factors in business administration, particularly when Vietnam gets deeply involved in the global value chain.

Dr. Phan Chi Anh - Director of Center of Business Administration Study, VNU University of Economics and Business

The conference themed "Improving service quality of retail businesses in Vietnam" was held under the collaboration between the Center for Business Administration Study (CBAS) and the British Standards Institute (BSI). The conference focused on exchange and discussion of methods evaluating the quality of retail service in Vietnam from customer perspective; thereby, proposing a number of methods to improve service quality of Vietnam retail sector.

At the conference, the researchers of the University of Economics and Business presented the overview of the service quality of retail sector, methodology to assess quality services as well as the results of the survey investigating satisfaction of customer on service quality of a number of supermarkets and convenience stores in Hanoi through the discussions of Dr. Phan Chi Anh and MA. Nguyen Thu Ha.

Discussions at the conference pointed out factors, including personal interaction between employees and customers; attitudes and behaviors of staff in handling customer problems, which significantly affect the satisfaction and loyalty of customer in supermarkets and convenience stores in Hanoi.

The conference received enthusiastic experience sharing from representatives of enterprises, including Mr. Do Khanh Linh - Branch Director of Techcombank, Mr. Pham Thanh Tung - Business Development Director of Hoa Sao Group. Mr. Do Khanh Linh raised three important factors determining the effectiveness of the retail segment in overall operation of Techcombank, including: counseling hotline, customer care services named “First Class Banking” and training of attitudes, knowledge and skills for employees.
From the perspectives of enterprise providing customer care service, Mr. Pham Thanh Tung said development of telecommunications and internet provided customers with various reference channels (such as telephone, social networking, live chat, website etc.) before deciding to purchase things. Therefore, enterprises should improve the quality of service at every aspects, every customer interaction channels.

Experts, researchers and representatives of enterprises discussed at the conference

Exchange session was lively participated with many exchange and discussion as well as questions for experts and researchers at the conference.

To enhance competitiveness and sustainable development of Vietnamese enterprises, the Center for Business Administration Study, VNU University of Economics and Business will continue to coordinate with other organizations to hold a series of conferences as well as training and consultancy solutions to improve productivity and quality of goods and services in Vietnam in the future.

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Thanh Tu

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