| Abstract | In this decade, especially after joining WTO, Vietnamese economy has changed rapidly. In retailing market, Vietnam is becoming a potential destination for both international and domestic retailers. The modern trade types such as supermarket, hypermarket, convenience store, FMCGs shops, etc. attract the customers a lot. A research showed that 85% Vietnamese like shopping at supermarkets and the customers expect on better quality of products and services than before. Saigon Union of Trading Co.operatives (Saigon Co.op) owns a chain of famous domestic supermarket with brand name Co.opmart, now the competitiveness of market is very tension, so they are trying their best efforts to maintain the leading position in domestic market. That means besides keep strengthening the existing strategies, they have to do some new changes, make more challenges and pay more investment and attention on their customer services, especially on the customer satisfaction, from that they will have more loyal customers, retain them and attract new more shoppers. |