Abstract
This study aims to examine the factors influencing distributors’ satisfaction with service quality for household products in the Vietnamese market. The research utilizes a sample size of 185 observations, selected through a convenience sampling method. Data analysis methods include descriptive statistics, reliability testing using Cronbach’s alpha, exploratory factor analysis (EFA), multiple regression analysis, and difference testing. The results indicate that there are five main factors influencing distributor satisfaction, ranked in order of impact from highest to lowest: (1) Responsiveness to Needs, (2) Promotions, (3) Tangibles, (4) Pricing, and (5) Reliability. Additionally, the findings reveal no significant differences in satisfaction levels based on gender, region, or age group. Based on these results, the study proposes several solutions to enhance the satisfaction of household product distributors.
Keywords: Services quality, customer satisfaction, factor.
JEL classification: L8, L81, L68.
DOI: 10.63767/TCKT.33.2025.170.189
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
