Tạp chí Khoa học Thương mại


Khoa, N.B and Ngoc, N.B - A Study on Factors Affecting Perceived Customer Value of Several Convenience Store Chains in Hanoi City

Keywords: Customer value, perceived customer value, affecting factors, convenience store chains
The study uses the results of in-depth interviews with 18 customers and questionnaires with 386 ones who have been shopping in convenience stores in Hà Nội City. A quantitative analysis of the data sets the research model including 31 observation variables of 6 independent variables and 7 observation variables of dependent variables - perceived customer value and assesses the influences of the observation variables on perceived customer value in several convenience store chains in Hanoi.
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