TABLE OF CONTENT

CHAPTER 1:INTRODUCTION
1.1 Reasons for research
1.2 Research questions
1.3 Research goals
1.4 Subject and scale of research
1.5 Research methodology
1.6 Contributions of this research
1.7 Thesis structure
CHAPTER 2: THE RETAIL MARKET
2.1 Revenue from retail and consumer services throughout the years
2.2 The market for main types of retail goods
2.3 Overview of the competition situation among supermarkets in Vietnam
CHAPTER 3: THEORETICAL BASES
3.1 Supermarket Theories
3.2 Service theories
3.3 Loyalty theories
3.4 Overview of previous researches
3.5 Proposed research model
CHAPTER 4: STUDY DESIGN
4.1 Research Process
4.2 Qualitative Research
4.3 Qualitative Research
4.4 Scale
CHAPTER 5: RESEARCH FINDINGS
5.1 Descriptive Statistics
5.2 Testing the model
5.3 Regression Analysis
5.4 Seeking violation
5.5 Testing the difference between groups
5.6 Regression analysis based on frequent supermarkets
CHAPTER 6: CONCLUSION AND SUGGESTIONS FOR MANAGERS
6.1 Conclusion
6.2 Implication for manager
6.3 Limitations of the subject and directions for further research
REFERENCE MATERIAL
APPENDIX 1 –INTERVIEW OUTLINE
APPENDIX 2 – SURVEY QUESTIONAIRE
APPENDIX 3 – PREMILINARY RESEARCH
APPENDIX 4 – EFA ANALYSIS
APPENDIX 5 – REGRESSION ANALYSIS
APPENDIX 6 – VIOLATION SEARCH

APPENDIX 7 – DIFFERENCE INSPECTION