%0 Journal Article %1 tuan2017effect %A Tuan, Vuong Khanh %A Thi, Le Nhu %D 2017 %J Imperial Journal of Interdisciplinary Research %K brand effect equity interaction service %N 8 %T Effect of Service Interaction on The Brand Equity with a Mediating Role of Relationship Quality in Small and Medium-Size Enterprises (SMEs) in Supermarket Sector in Ho Chi Minh City (HCMC) – Vietnam %U http://www.imperialjournals.com/index.php/IJIR/article/view/5471 %V 3 %X : In retail sale, Vietnam becomes a potential market and has chances to widen as well as develop in the trend of integrating international economics so that it requires Vietnamese SMEs to reinforce brand management in order to compete with global enterprises. Retail sale in supermarket sector is a potential market, not only for Vietnamese investors but also chances for foreign investors to exploit to get maximum profits as well as serve the high demands of customers for convenience and satisfaction when shopping in supermarkets. Therefore, retail sale markets have attracted many foreign enterprises to invest in Vietnam, especially in Ho Chi Minh City’s market. In that situation, the problem for local retail enterprises is how to build their brand and develop it sustainably as well as compete with international brands such as the 7-eleventh, Lotte Mart, Aeon, etc. Therefore, service interaction based on mediating relationship quality between customer and brand is very necessary for the small and medium-sized enterprises (SMEs) in supermarket sector in HCMC. The data for the study was collected from 300 customers who went to shop at the Co.opmart,  Satra foods and the Structural Equation Modeling (SEM) was used to analyze and verify the brand equity model based on the mediating relationship quality at retail supermarkets in HCMC. The findings showed that factors (1) contact personnel, (2) service organization, and (3) customer’s interaction having positive effect remarkably to brand equity through (4) the mediating relationship quality.

@article{tuan2017effect, abstract = { : In retail sale, Vietnam becomes a potential market and has chances to widen as well as develop in the trend of integrating international economics so that it requires Vietnamese SMEs to reinforce brand management in order to compete with global enterprises. Retail sale in supermarket sector is a potential market, not only for Vietnamese investors but also chances for foreign investors to exploit to get maximum profits as well as serve the high demands of customers for convenience and satisfaction when shopping in supermarkets. Therefore, retail sale markets have attracted many foreign enterprises to invest in Vietnam, especially in Ho Chi Minh City’s market. In that situation, the problem for local retail enterprises is how to build their brand and develop it sustainably as well as compete with international brands such as the 7-eleventh, Lotte Mart, Aeon, etc. Therefore, service interaction based on mediating relationship quality between customer and brand is very necessary for the small and medium-sized enterprises (SMEs) in supermarket sector in HCMC. The data for the study was collected from 300 customers who went to shop at the Co.opmart,  Satra foods and the Structural Equation Modeling (SEM) was used to analyze and verify the brand equity model based on the mediating relationship quality at retail supermarkets in HCMC. The findings showed that factors (1) contact personnel, (2) service organization, and (3) customer’s interaction having positive effect remarkably to brand equity through (4) the mediating relationship quality. }, added-at = {2017-08-25T09:41:53.000+0200}, author = {Tuan, Vuong Khanh and Thi, Le Nhu}, biburl = {https://www.bibsonomy.org/bibtex/248bc0c7028489114066e9fc8f808ca36/ijirjournal}, description = {Effect of Service Interaction on The Brand Equity with a Mediating Role of Relationship Quality in Small and Medium-Size Enterprises (SMEs) in Supermarket Sector in Ho Chi Minh City (HCMC) – Vietnam | Tuan | Imperial Journal of Interdisciplinary Research}, id = {5471}, interhash = {5cb1be74b912b85010c196c203490343}, intrahash = {48bc0c7028489114066e9fc8f808ca36}, issn = {2454-1362}, journal = {Imperial Journal of Interdisciplinary Research}, keywords = {brand effect equity interaction service}, number = 8, source = {Imperial Journal of Interdisciplinary Research}, timestamp = {2017-08-25T09:41:53.000+0200}, title = {Effect of Service Interaction on The Brand Equity with a Mediating Role of Relationship Quality in Small and Medium-Size Enterprises (SMEs) in Supermarket Sector in Ho Chi Minh City (HCMC) – Vietnam}, type = {Text.Serial.Journal}, uri = {http://www.imperialjournals.com/index.php/IJIR}, url = {http://www.imperialjournals.com/index.php/IJIR/article/view/5471}, volume = 3, year = 2017 }