A Study on factors affecting perceived customer value of several convenience store chains in Hanoi City

Abstract

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.